Transcript 12 Evaluation of Print Media - McGraw Hill Higher Education

12
Evaluation of Print Media
McGraw-Hill/Irwin
Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed
The Role of Magazines and Newspapers
Reader sets
the pace
Not
intrusive
Selective
audience
Highinvolvement
High
readership
12-2
Magazines Target Specific Markets
12-3
Classifications of Magazines
Consumer
Farm
Business
12-4
Consumer Magazines Target Interests
12-5
Example of a Farm Publication
12-6
Business Publications Target Professions or
Industries
12-7
Advantages of Magazines
Selectivity
Reproduction Quality
Creative Flexibility
Permanence
Prestige
Receptivity, Engagement
Services
12-8
City Magazines Offer Geographic Targeting
12-9
Reader’s Digest Promotes Its Regional Editions
12-10
Creative Flexibility
Bleed Pages
Creative
Space
Inserts
Gatefolds
Pop-Ups
Cover
Positions
12-11
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
12-12
Smaller Ads Can Extend a Media Budget
12-13
Magazines Can Lend Prestige to a Brand
12-14
Comparing Media on Various Factors
12-15
Special Services Offered by Magazines
•Retailer alerts
•Consumer research studies
•Split runs
•Personalized messages to
tightly targeted audiences
12-16
Disadvantages of Magazines
Costs
Limited Reach
Limited Frequency
Long Lead Time
Clutter
Competition
12-17
Magazine Circulation
Primary
Circulation
Total
Audience
Guaranteed
Circulation
Controlled
Circulation
Circulation
Verification
Pass-Along
Readership
12-18
Readership and Total Audience
Readers per copy X circulation = Total Audience
12-19
Media Research Guides Advertisers
SRDS Data
Reader Data
from Magazines
Syndicated
Research Studies
12-20
Cost Elements of Advertising Space
Circulation
Size of the ad
Position in the publication
Editions chosen
Production requirements
Insertion number/frequency
Use of color
12-21
Magazine Costs and Networks
Advertising
$$$
Time
News
Network
Newsweek
U.S. News & World Report
12-22
The Future for Magazines
Current Problems
Potential Solutions
Declining revenues
Stronger editorial platforms
Decreasing circulations
Better circulation mgmt
Failing publications
Cross-magazine & media deals
Increasing costs
Database marketing
Strong media
competition
Technology advances
Electronic delivery methods
12-23
Characteristics of Newspapers
• Still a major
advertising medium
• Account for nearly
18% of ad spending
• Especially important to
local retailers
• Also used by national
advertisers
12-24
Types of Newspapers
Daily
National
Special-audience
Weekly
Supplements
12-25
Luxury Brands Go In-House
Branded Magazines on the Rise
• Greater control of content and images
• Establish a brand lifestyle
• Nurtures customer relationships
• Target specific group of
psychographics
12-26
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
12-27
Types of Newspaper Advertising
Display Ads
• Local (mostly retail)
• National or general
Classified
Ads
• Small items arranged by topic
• Rates based on size, duration
Special Ads
and Inserts
• Legal notices - public reports
• Notices by people and/or
organizations
• Political ads
• Circulars, catalogs, brochures
12-28
Newspaper Advantages and Limitations
Advantages
Disadvantages
Extensive penetration
Low production quality
Flexibility
Short life span
Geographic selectivity
Lack of selectivity
Involvement, acceptance
Clutter
Services offered
Limited use of color
12-29
Ways To Break Through the Clutter
12-30
Newspaper Circulation Figures
Other
Zone
Other
Zone
City
Zone
Other
Zone
Retail
Trading
Zone
12-31
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
12-32
The Newspaper National Network
12-33
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
12-34
Rate Structures and Terminology
Combination Rates
Open Rates
Run-of-Paper [ROP]
Flat Rates
Preferred Position
12-35
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
12-36
The Future of Newspapers
Competition
from other
media
Declining
circulation
Problems
and issues
Attracting and
retaining
readers
Online
delivery
Cross-media
opportunities
12-37
Attracting and Retaining Readers
12-38