12 Evaluation of Print Media Mc GrawHillIrwin Copyright

12 Evaluation of Print Media Mc. Graw-Hill/Irwin Copyright © 2009 by The Mc. Graw-Hill Companies, Inc. All rights reserved.

The Role of Magazines and Newspapers Reader sets the pace Not intrusive Selective audience Highinvolvement High readership

Magazine Target Markets

Classifications of Magazines Consumer Farm Business

Consumer Magazines Target Specific Interests

Top Magazines

Example of a Farm Publication

Business Publications

Using College Magazines to Reach Students

Advantages of Magazines Selectivity Reproduction Quality Creative Flexibility Permanence Prestige Receptivity, Engagement Services

City Magazines Provide Geographic Targeting

Media Kits and Rate Cards

Creative Flexibility Bleed Pages Creative Space Inserts Gatefolds Pop-Ups Cover Positions

Test Your Knowledge An ad for California Almonds is a close-up view of a swirl of white and milk chocolate topped with sliced almonds. The chocolate swirls extend to the very edge of the page. This ad is an example of a(n): A) Gatefold B) Bleed page C) Maximum coverage ad D) Overrun E) Total page ad

Smaller Ads Can Extend a Media Budget

Gaining Prestige

Consumer Engagement

Special Services

Disadvantages of Magazines Costs Limited Reach Limited Frequency Long Lead Time Clutter Competition

Magazine Circulation Primary Circulation Total Audience Guaranteed Circulation Controlled Circulation Verification Pass-Along Readership

Readership and Total Audience Readers per copy X circulation = Total Audience

Media Research Guides Advertisers SRDS Media Data Reader Data from Magazines Ad rates and circulation figures Demographics General requirements Financial profile Contact & Web site information Lifestyle information Media kits Audit statements Product usage characteristics

Cost Elements of Advertising Space Circulation Size of the ad Position in the publication Editions chosen Production requirements Insertion number/frequency Use of color

Magazine Costs and Networks Advertising $$$ Time News Network Newsweek U. S. News & World Report

The Future for Magazines Declining ad revenues Stronger editorial platforms Better circulation mgmt Cross-Mag & media deals Database marketing Trends Technological advances Online delivery methods

Magazines Move Online

Characteristics of Newspapers The dominant advertising vehicle Accounts for 18% of ad dollars About 1, 500 daily papers in print Dailys read by 54% of adults Main community medium

Types of Newspapers Daily National Special-audience Weekly Supplements

Test Your Knowledge National advertisers tend to avoid weekly newspapers because of: A) Their poor image B) Their high absolute cost C) Difficulties associated with purchasing and placing ads in them D) An overly broad geographic focus E) The large number of local ads they typically contain

Types of Newspaper Advertising Local (mostly retail) Display Ads National or general Small items arranged by topic Classified Ads Rates based on size, duration Legal notices - public reports Public Notices by people, organizations Political ads Printed Inserts Prepared separately by advertisers

Parade is a Popular Sunday Supplement

Newspaper Advantages and Limitations Advantages Disadvantages Extensive penetration Low production quality Flexibility Geographic selectivity Involvement, acceptance Services offered Short life span Lack of selectivity Clutter Limited use of color

Island Ads Break Through Clutter

Newspaper Circulation Figures Other Zone City Zone Other Zone Retail Trading Zone

Purchasing Newspaper Space • General rates – Advertisers are outside the newspaper’s designated market area – Includes national advertisers – Are up to 75% higher than local rates • Retail or local rates – Advertisers conduct business within the designated market

The Newspaper National Network

Newspaper Advertising Rates Standard Advertising Units Sales by Column Inch One inch by 2 1/16 inches wide 1 inch deep by 1 column width Fits in all newspapers that use this format size Column widths vary Simplifies rate quotes Column width affects ad size, shape, cost Simplifies production process Complicated purchasing and placement process

Rate Structures and Terminology General rates Split Run Rates Combination Rates Run-of-Paper [ROP] Open Rates Local Rates Flat Rates Preferred Position National Rates Color Rates

Test Your Knowledge The Washington Post newspaper has been involved in a deal with Newsweek magazine, whereby advertisers can purchase a package that includes ads in both media. This is an example of: A) A cross-magazine deal B) A cross-newspaper deal C) A cross-media buy D) Cooperative advertising E) A standard advertising unit buy

The Future of Newspapers Competition from other media Declining circulation Problems and issues Attracting and retaining readers Online delivery Cross-media opportunities

Attracting and Retaining Readers

Attracting and Retaining Readers

Attracting and Retaining Readers