Transcript Other Media Values

Other Media Values
Presented by:
SM
Secondary Audiences

Secondary, or pass-along readers.
• Exposed to magazine in a public place or
though an acquaintance.

Examples: doctors office or friends house
• some studies suggest: Less ad recall among
secondary readers.

In response, planners scale down (discount)
secondary readership.
Special Opportunities in Magazines

Magazines can be adapted to media
planners special needs.
• Because some media have devised special
demographic or geographic editions for just
that purpose.
• Most larger-circulation magazines offer twoway (and in some cases even four-way) copy
splits.
Media Imperatives

Is an analysis by SMRB that provides
information on the degree of exposures in
Television and Magazines.
• Magazines: show the statistics for persons who
are heavy magazine readers and light
television viewers.
• Television: show percent of the target index
who are heavy television viewers and light
magazine readers.
Position Alternatives

Print vehicles offer advertisers select
positions such as front of book or
next to compatible editorial material
• This can help the advertiser reach the target
with more impact.
• Vehicles that offer selected positions can be a
better buy than those that do not .
Advertising clutter and product
protection

The least clutter.
• The medium that reaches the maximum
number of targets at the best cost-efficiency
and the least clutter would be the most
desirable.

Exceptions
• Magazines specifically bought to shop through
the advertisements.
Circulation Trends

An objective measurement of a medium’s
value is the circulation trend over a period
of at least a year or two.
• If a magazine under consideration has shown a
decline, it may be dropped from the list of
potential vehicles.
• On the other hand magazines with increasing
circulation trends are considered more
valuable.
Advertising Copy Checking and
Product Restrictions

The examining of veracity of all
advertising copy.
• Annually many pages of advertising are
rejected.
• Some magazines refuse all advertising from
potentially controversial product categories
such as tobacco, alcohol, and direct-mail
personal products.
Response to coupons, information
or recipes/ Available discounts

Differentiate one magazine from another
• Measurements of the number of readers who ask for
information or clipped recipes is available in MRI and can
provide a planner with the type of qualitative data.

Available discounts
• Sometime the value of a medium is directly affected by
the nature of the discounts that it offers.
Flexibility

Two kinds of flexibility can affect media
values.
• The first is the degree to which a medium can
be used to precisely reach geographically
superior markets, while at the same time
avoiding relatively weak markets.
• The second concerns the ability of the medium
to make quick changes in copy – that is,
production flexibility.
Color Quality

Color quality can be important in
determining media values .
• The problem of color quality.


Problem of achieving the color quality of the
original artwork.
The problem of maintenance of consistent
color quality during the entire press run.
Questions

Secondary or pass-along readers buy
magazines directly from the news stand?
T/F
• @nswer: F

Print vehicles never offer selected
positions such as front-of-book or next to
compatible editorial material to
advertisers? T/F
• @nswer: F
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