1. Evaluation of Print Media
Chapter 8
Evaluation of Print Media

2. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines
Business publications
Farm publications

3. Classification of Magazines
Consumer magazines
Business publications
Farm publications

4. Consumer Magazines
Provide the general public for information or entertainment.
More detailed classification: general editorial, sports, travel, and women’s.
Distribution: subscription (circulation), store distribution, or both.
Frequency: weekly, monthly, and bimonthly.

5. Consumer Magazines
Accounting for nearly 2/3 of all advertising dollars spent in magazines.
Top 25 consumer magazines account for 70% of all advertising dollars spent in consumer magazines.
Pros: specific market segment, favorable advertising environment, less legal constraints.

6. Business Publications
Published for specific business, industries, or occupations
Vertical publication & horizontal publication
Classifications
Specific professional groups, e.g. National Law Review, Architectural Forum.
Industrial magazines, e.g. Iron and Steelmaker, Chemical Week, and Industrial Engineering.
Trade magazines, e.g. Progressive Grocer, Drug Store News.
General magazines, e.g. Forbes, Fortune, and BusinessWeek.
Health care publications

7. Farm Publications
Farm publications are not classified with business publications because historically farms were not perceived as business.
About 3,00 publications are tailored to nearly every possible type of farming or agricultural interest.
SRDS breaks farm publications into 9 classifications, ranging from general-interest magazines aimed at all types of farmers to those in specialized agricultural areas such as poultry, hot farming, or cattle raising.

8. Magazine Readership Measurement
Circulation
Traditional delivery
Nontraditional delivery (controlled circulation)
The Audit Bureau of Circulation (ABC), e.g. 中華民國發行公信會.

9. Advantages of Magazines
Market selectivity
Interest, e.g. selective binding.
Demographic: editorial content or special edition.
Geographic selectivity: magazine that is targeted toward a particular area, or specific geographic editions of national or regional magazines.
Ink-jet imaging

10. Advantages of Magazines
Creative flexibility
Double page spread (跨頁廣告)
Bleed pages (全版廣告): extra 10~20% for bleeds.
Gatefolds (折頁)
Photo essay
Frictional page space
Unusual page sizes and shapes, e.g. 3D立體圖.
Inserts (插頁), e.g. coupons or samples.
Creative space buys, e.g. WD-40多用途潤滑油.

11. WD-40

12. Advantages of Magazines
Permanence
The format of short essay is easy to read anytime, e.g. readers devote nearly an hour over a period of two or three days to reading an average magazine.
Long life span, e.g. 75% of consumers retain magazines for future reference.
Less hurried pace and more opportunity to examine ads in considerable detail.

13. 全美四十年來雜誌封面票選

14. Advantages of Magazines
Reproduction quality
Far superior to newspapers, particularly when color is needed.
Prestige
The product or service may gain from advertising publications with a favorable image, e.g. GQ, VOUGE, ELLE.

15. Nikon S60

16. Nikon S60

17. Advantages of Magazines
Consumer receptivity and involvement
Sources of knowledge, information, and usable ideas
Nonintrusive and easily be ignored
Studies show that the majority of magazine readers welcome ads; only a small percentage have negative attitudes toward magazine advertising.
Some magazines are purchased as much for their advertising as for their editorial content.
Magazine readers are more likely to attend to and recall ads than are TV viewers.

18. Advantages of Magazines
Services
Merchandising staffs
Research studies: general consumer trends, changing purchase patterns, and media usage or may be relevant to a specific product or industry.
Split runs – two or more versions of an ad are printed in alternate copies of a particular issue of a magazine.

19. Disadvantages of Magazines
Costs
E.g. $ (Time, circulation 4.2 million).
Tradeoffs among absolute cost, relative cost and selectivity.
Limited reach and frequency
Monthly or weekly publications

20. Disadvantages of Magazines
Lack of immediacy
Some readers do not look at an issue of a magazine until long after it comes to them.
Long lead time
30- to 90-day lead time
Can not be timely in responding to current events or changing market conditions.

21. Disadvantages of Magazines
Clutter and competition
On average (consumer magazine), 45% advertising and 55% editorial.
Paradox: the more successful a magazine becomes, the more advertising pages it attracts.

22. 報紙產業現況
報紙產業現況
Newspaper readership has been declining for years, although it remains a fairly healthy advertising medium.
Market selectivity
The ability to target specific consumer group
E.g. special interest newspapers, special interest sections, and advertising inserts delivered only to particular zip codes or zones.

23. Types of Newspapers Newspapers can be classified by three factors:
Frequency of publication (daily, weekly, and so on)
Format and size
Circulation

24. Types of Newspapers – Frequency of Publication
About 1,530 dailies and 8,000 weeklies currently exist in the United States.
Daily newspapers
Read by nearly 60% of adults each weekday and by 68% on Sunday.
Morning, evening, or Sunday publication

25. Types of Newspapers – Frequency of Publication
Weekly newspapers:
Originate in small towns or suburbs
Geographic focus and lower absolute cost → local advertisers
E.g. 捷運週報, 破報, 麗台運動報.
Newspaper supplements (報紙增刊)
Sunday supplements: contain stories of more local interest.
Regional supplements
Specialized weekday supplements: cover specific topics such as food, sports, or entertainment.

26. Types of Newspapers – Format and Size
Tabloid (e.g. 國語日報) & Broadsheet (e.g. 蘋果日報)
SAU (standard advertising unit)
American Newspaper Publishers Association and Newspaper Advertising Bureau first introduced the SAU system in the early 1980s.
Figure 12-5

27. Types of Newspapers – Circulation
Circulation: the number of copies a newspaper sells.
全國性報紙：以全國為發行範圍的報紙
E.g. USA Today (2.3 million), The Wall Street Journal (1.8 million), and The Christian Science Monitor.
Appeal primarily to large national advertisers and to regional advertisers that use specific geographic editions of these publications.
區域性報紙：以一個大區域為發行範圍的報紙，平均發行量約介於50萬～100萬份之間（美國數據）。
地方報紙：以小城市或鄉鎮為發行範圍的報紙，平均發行量約在20萬份以下（美國數據） ，如馬祖日報、捷運快報、大學報。

28. Types of Newspapers – Circulation
For special interest groups
More than 200 newspapers → African American
Other examples such as El Nuevo Herald, 世界日報, 讀賣新聞, Stars & Stripes, Wall Street Journal, 人間福報, 財訊快報, and The China Post.

29. Newspaper Advertising
The pricing for newspaper advertising is sold based on the size of the space used.
Rate card: a list of the charges for advertising space and the discounts given to local advertisers and to advertisers who make volume buys.

30. Types of Newspaper Advertising – Display advertising
Generally use illustrations, headlines, white space, and other visual devices in addition to the copy text.
The dominant form of newspaper advertising
Approximately 70% of the advertising revenue of the average newspaper
Two subcategories:
Local (85% retail) advertising: supermarkets, department stores, banks, and travel agents.
National (general) advertising

31. Types of Newspaper Advertising – Display advertising
ROP (run-of-paper) rate & preferred-position rate
Co-op advertising
One-order, one bill
Media rep firms
In the past, national advertisers buying space from 150 newspapers would receive as many as 150 pieces of paper using 150 different account methods.

32. Types of Newspaper Advertising – Classified advertising
Approximately 40% total newspaper advertising revenue
Two types: (1) advertising by individual to sell their personal goods; (2) advertising by local businesses.
Arranged under subheads according to the product, service, or offering being advertised.
Top 3: employment, real estate, and automotive.

33. Types of Newspaper Advertising – Special Ads and Inserts
Preprinted inserts are printed by the advertiser and then taken to the newspaper to be inserted before delivery.
Supplement, e.g. Parade and USA Weekend.
FSI (free-standing insert) → price discrimination

35. Coupons Economic reasons for firms to issue coupon
Manufacturer coupon vs. retailer coupon

36. Advantages of Newspaper
Extensive penetration
In most areas, 50% or more of households read a daily newspaper, and the reach figure may exceed 70% among households with higher incomes and education levels.
Morning and evening edition

37. Advantages of Newspaper
Flexibility
Producing and running → timely respond
Scheduling
Various sizes, shapes, and formats
Use color or special inserts to gain the interests of readers

38. Advantages of Newspaper
Geographic selectivity
Let companies feature products on a market-by-market basis, respond and adapt campaigns to local market conditions, and tie into more retailer promotions, fostering more support from the trade.

39. Advantages of Newspaper
Reader involvement and acceptance
Not only for news, information, and entertainment but also for assistance with consumption decisions.
Many consumers actually purchase a newspaper because of the advertising it contains.
Reader’s knowledge about particular sections of the paper.
Consumers look forward to ads in newspapers more than in other media.
80% of consumers said newspaper ads were most helpful to them in doing their weekly shopping.

40. Advantages of Newspaper
Service offered
Merchandising services and program
Excellent sources of local market information through their knowledge of market conditions and research like readership studies and consumer survey.
Assist small companies through free copywriting and art services.

41. Limitations of Newspaper
Poor reproduction
If the visual appearance of the product is important, ex. food or fashions, the advertiser will no rely on newspaper ads.
Short life span
Solutions: high frequency and advertising in specific sections

42. Limitations of Newspaper
Lack of selectivity
Demographics or lifestyle characteristics.
Clutter
64% of the average daily newspaper is devoted to advertising.
Most ads are black and white.
Island ads