1. Print Media (Magazine and Newspapers)

2. Chapter Objectives
Examine the role of print media in the advertising program.
Analyze the strengths and limitations of magazines and newspapers as media.
Examine the various types of magazines and newspapers and the value of each.
Discuss how advertising space is purchased in magazines and newspapers, how readership is measured, and how rates are determined.

3. PRINT MEDIA
Magazines
Newpapers
Flyers and Inserts

4. Attributes of Print Media
Allow the presentation of detailed information which the reader can process at his or her own pace.
Print media are not intrusive, unlike TV and radio.
They are referred to as high-involvement media.
Require effort on the part of the reader for the message to have an impact.

5. Consumer Magazines
Major portion of the magazine industry, accounts for nearly 2/3 of magazine ad $.
Consumer magazines can be classified by:
General interest
Distribution
Frequency

6. Farm Publications
There are about 86 publications tailored to nearly every possible type of farming or agriculture.
Ex. Ontario Milk Producer, Ontario Produce Farmer

7. Business Publications
Major categories include:
Magazines for specific professional groups.
Industrial magazines for businesspeople in various manufacturing industries.
Trade magazines targeted to wholesalers, dealers, distributors, and retailers.
General business magazines aimed at executives in all areas of business.

8. Strengths of Magazines
Creativity for Cognitive and Emotional Responses
Geographic Coverage
Target Audience Selectivity
Permanence
Media Image
Selective Exposure and Attention

9. © 2005 McGraw-Hill Ryerson Limited

10. © 2005 McGraw-Hill Ryerson Limited

11. © 2005 McGraw-Hill Ryerson Limited

12. © 2005 McGraw-Hill Ryerson Limited

13. Limitations of Magazines
Absolute Cost and Cost Efficiency
Reach and Frequency
Long Lead Time
Target Audience Coverage
Clutter

14. Magazine Advertising Rates
Cost Depends On…
Circulation
Circulation
Size and Position of Ad
Size and Position of Ad
Particular Editions Chosen
Particular Editions Chosen
Special Mechanical or Production Requirements
Special Mechanical or Production Requirements
Number and Frequency of Insertions
Number and Frequency of Insertions
Whether Circulation is Controlled or Paid

15. How to Buy Magazine Advertising Space
Sold on the Basis of Units of Space
Sold on the Basis of Units of Space
Black and White vs. Colour
Black and White vs. Colour
Frequency

16. Magazine Audience Measurement - PMB
Print Measurement Bureau – PMB
Non-profit Canadian industry association of advertisers, print magazine publishers, and advertising agencies.
Mandate is to collect readership information for print magazines.
Foremost research is the PMB study.

17. Evaluation of Newspapers
Types of Newspapers
Daily Newspapers
Daily Newspapers
Community Newspapers
Community Newspapers
National Newspapers
National Newspapers
Special Audience Newspapers
Special Audience Newspapers
Newspaper Supplements

18. Types of Newspaper Advertising
Local (Mostly Retail)
Local (Mostly Retail)
Paid Reading Notices (Editorial Look)
Display Ads
Display Ads
General (Often National)
General (Often National)
Paid Reading Notices (Editorial Look)
Small Items Arranged by Topic
Small Items Arranged by Topic
Classified Ads
Classified Display - Combination
Classified Ads
Rates Based on Size, Duration
Rates Based on Size, Duration
Classified Display - Combination
Legal Notices - Public Reports
Legal Notices - Public Reports
Public Notices
Financial Reports
Public Notices
Notices by People, Organizations
Notices by People, Organizations
Financial Reports
Printed Inserts
Prepared Separately by Advertisers

19. Strengths of Newspapers
Reach and Frequency
Scheduling Flexibility
Geographic Coverage
Reader Involvement and Amount of Processing Time
Media Image
Creativity for Cognitive Responses
Absolute Cost and Cost Efficiency
Target Audience Coverage

20. Limitations of Newspapers
Creativity Impact for Emotional Responses
Selective Exposure and Poor Attention
Target Audience Selectivity
Clutter

21. © 2005 McGraw-Hill Ryerson Limited

22. © 2005 McGraw-Hill Ryerson Limited

23. © 2005 McGraw-Hill Ryerson Limited

24. Newspaper Readership By Age

25. Newspaper Advertising Rates
Cost of advertising space depends on factors like circulation,
premium charges for colour
in a special section,
volume discounts available.
National rates can be about 15% higher than local rates.

26. Buying Newspaper Advertising Space
Sold By:
Agate Line
Column Width
Position:
ROP
Preferred

27. Quote of the day
A magazine is simply a device to induce people to read advertising.
James Collins
(professor, writer)