Transcript Chapter 12
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 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