Evaluation of Print Media 2007 Mc GrawHill Companies

Classifications of Magazines By Audience Content • Consumer Magazines • Farm Magazines By Geography

Magazines Targets Professions or Industries © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Consumer Magazines Target Specific Interests © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

An Example of a Farm Publication © 2007 Mc. Graw-Hill Companies, Inc. , Mc.

Top-Selling Magazines: 2002 © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Advantages and Disadvantages of Magazines Advantages Disadvantages Selectivity Costs Reproduction Quality Limited Reach Creative

Media Kits Provide Information on Readers © 2007 Mc. Graw-Hill Companies, Inc. , Mc.

City Magazines Provide Geographic Targeting © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Special Magazine Features Bleed Pages Creative Space Inserts Gatefolds Pop-Ups Cover Positions © 2007

Test Your Knowledge An ad for California Almonds is a close-up view of a

Quarter Page Ads Can Extend a Media Budget © 2007 Mc. Graw-Hill Companies, Inc.

Consumers Rely on Magazines for Information © 2007 Mc. Graw-Hill Companies, Inc. , Mc.

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

Media Research Guides Advertisers © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

The Future of Magazines Declining Ad Revenues Stronger Editorial Platforms Circulation Management Cross-Mag. &

Magazines Go Online © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Newspaper Classifications Daily Publication Frequency Weekly National Special-audience Type Supplements Standard Size Tabloid Ethnic,

Characteristics of Newspapers The dominant advertising vehicle 22% of ad dollars Account for 18%

College Newspapers Are an Effective Way to Reach Students © 2007 Mc. Graw-Hill Companies,

Inserts Help Marketers Reach Consumers © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Unique Newspaper Features Mass audience Cross-section of population Local geographic coverage Wide range of

Newspaper Advantages and Drawbacks Advantages Disadvantages Extensive penetration Production quality may be low Flexibility

Circulation Zones for a Major Newspaper © 2007 Mc. Graw-Hill Companies, Inc. , Mc.

A Newspaper Promotes Its Various Sections © 2007 Mc. Graw-Hill Companies, Inc. , Mc.

Newspaper Characteristics Read by almost all consumers Wide Audience Read daily in an ordered

Island Ads Break Through Clutter © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Rate Terminology Split Runs Split Run Rates Preferred Position Differential Rates Color Rates Insertion

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Classifications of Magazines By Audience Content • Consumer Magazines • Farm Magazines By Geography By Size • Local • Large • Regional • Flat • National • Standard • Small or Pocket • Business Magazines © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Advantages and Disadvantages of Magazines Advantages Disadvantages Selectivity Costs Reproduction Quality Limited Reach Creative Flexibility Limited Frequency Permanence Long Lead Time Prestige Clutter Receptivity, Involvement Services © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

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 © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Magazine Circulation Concepts Primary Circulation Total Audience Guaranteed Circulation Controlled Circulation Verification Pass-Along Readership © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

The Future of Magazines Declining Ad Revenues Stronger Editorial Platforms Circulation Management Cross-Mag. & Media Deals Trends, Trends… Database Marketing Advances in Technology Online Delivery Methods © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Newspaper Classifications Daily Publication Frequency Weekly National Special-audience Type Supplements Standard Size Tabloid Ethnic, religious, etc. Audience Type Business, financial, etc. © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Characteristics of Newspapers The dominant advertising vehicle 22% of ad dollars Account for 18% About 1, 500 daily papers in print 60% of adults Dailys read by about 54% Main community medium Local ads provide most of revenue © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Unique Newspaper Features Mass audience Cross-section of population Local geographic coverage Wide range of content, subjects Selective readership by area Timely coverage, daily issues Readership concentrated in time Permanent, durable record © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Newspaper Advantages and Drawbacks Advantages Disadvantages Extensive penetration Production quality may be low Flexibility They have a short life span Geographic selectivity Not demographically selective Involvement, acceptance Not psychographically selective Services offered There's heavy ad competition Potentially poor placement May be overlapping circulation © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Newspaper Characteristics Read by almost all consumers Wide Audience Read daily in an ordered way Readers look at over 3/4 of all pages Few limitations on ad size Spot and full color available Many shapes, sizes, paper, & printing © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin Offer Flexibility

Rate Terminology Split Runs Split Run Rates Preferred Position Differential Rates Color Rates Insertion Rates Combination Rates Run-of-Paper [ROP] Open Rates Short Rates Flat Rates Earned Rates National Rates Local Rates Terms of the Trade © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin