2. chapter 15 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Using Print Media How print advertising enhances the advertiser’s media mix Chapter

3. 15-3 Chapter 15 Objectives Explain the advantages & disadvantages of magazine advertising Discuss how to analyze magazine circulation Describe how newspapers are categorized Define the major types of newspaper advertising Explain the advantages & disadvantages of newspaper advertising Discuss how rates are determined for print media List several sources of print media data

4. 15-4 Role of the Print Media Buyer Requires a range of knowledge and abilities Creatively integrates print media into the mix Understands print media and technology Knows how to buy media space Negotiates and contracts with media

5. 15-5 Using Magazines in the Creative Mix: Pros and Cons Top 10 U.S. advertisers in 2005 Insert ex. 15-1, p. 481 2005 top 10 U.S. magazine advertisers Position = 2.9” horiz., 1.5” vertical Size = 5.7” WIDE Resolution: 300 dpi

6. 15-6 Using Magazines in the Creative Mix: Possibilities Magazine ad positions and sizes Bleed Pages CoversInsertsGatefolds Custom Magazines Insert ex. 15-2, p. 483 Ad position, size, and shape Position = centered horiz., 3.2” vertical Size = 7.11” WIDE Resolution: 300 dpi

7. 15-7 Using Magazines in the Creative Mix: Categories By Size By Reach By Content LocalRegionalNational ConsumerFarmBusiness LargeFlatStandard Small or Pocket

8. 15-8 Buying Magazine Space Understanding Circulation Guaranteed vs. Delivered Merchandising Services Paid and Controlled Circulation Subscriptions and Vendor Sales Vertical vs. Horizontal Primary and Secondary Readership

9. 15-9 Buying Magazine Space A cover of Advertising Age magazine, a vertical publication Insert photo 15.11, p. 491 Advertising Age cover Position = 0.35” horiz., 0.4” vertical Size = 5.75” TALL Resolution: 300 dpi

10. 15-10 Discounts for frequency or volume Premiums for color, bleeds, covers, or special market editions Buying Magazine Space Cost per thousand: Page rate = CPM (Circulation ÷ 1,000) Factors Affecting Ad Rate Print Media-Buying Software

11. 15-11 Using Newspapers in the Creative Mix Top 10 newspaper advertisers in the United States in 2005 Insert ex. 15-5, p. 495 Top 10 newspaper advertisers in the U.S. Position = 2.9” horiz., 1.5” vertical Size = 5.7” WIDE Resolution: 300 dpi

12. 15-12 Using Newspapers in the Creative Mix Who uses newspapers? 54% of adults read daily papers Each section read by 2/3 of readers 55 million newspapers sold daily $46.7 billion spent on ads in 2004 Village Voice ad for non- subscribing readers Insert photo 15.12, p. 494 Village Voice ad Position = 0.35” horiz., 0.4” vertical Size = 5.75” TALL Resolution: 300 dpi

13. 15-13 Using Newspapers in the Creative Mix: Categories By Audience By Size By Frequency StandardTabloidSAU System DailyWeekly Ethnic Business/ Financial Groups/ Professions

14. 15-14 Using Newspapers in the Creative Mix: Types of Ads Ad for Publix Supermarkets promotes the everyday activity of grocery shopping Insert photo 15.13, p. 496 Publix ad Position = 2.9” horiz., 1.5” vertical Size = 5.7” WIDE Resolution: 300 dpi

15. 15-15 Using Newspapers in the Creative Mix: Types of Ads DisplayClassified Public Notices Preprinted Inserts Reading Notices Co-op Programs Classified Displays Obituaries Weddings Legal Notices Catalogs Brochures Coupons Mail-Back Devices

16. 15-16 Understanding Circulation Buying Newspaper Space Split Runs ROP vs. Preferred Position Color Combination Rates Short Rate Flat and Discount Rates Local vs. National Rates Insertion order Proof Copy Tearsheets Co-ops and Networks

17. 15-17 Buying Newspaper Space Newspaper ad co-op insertion order Insert photo 15.16, p. 501 Insertion order for Supra Media Position = 0.35” horiz., 0.4” vertical Size = 5.75” TALL Resolution: 300 dpi

18. 15-18 Print: A Worldwide Medium Concern India Foundation poster aimed at transnational corporations Insert photo 15.17, p. 504 Concern India Foundation ad Position = 2.9” horiz., 1.5” vertical Size = 4.6” TALL Resolution: 300 dpi