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12

Evaluation of Print Media

McGraw-Hill/Irwin

Copyright 2009 by The McGraw-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

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

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

Other
Zone

City
Zone

Other
Zone

Retail
Trading
Zone

Purchasing Newspaper Space

General rates
Advertisers are outside
the newspapers 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