Transcript 4210-12
12 Print Media (Magazine and Newspapers) Chapter Objectives • Examine the role of print media in the advertising program. • Analyze the strengths and limitations of magazines and newspapers as media. • Examine the various types of magazines and newspapers and the value of each. • Discuss how advertising space is purchased in magazines and newspapers, how readership is measured, and how rates are determined. PRINT MEDIA • Magazines • Newpapers • Flyers and Inserts Attributes of Print Media • Allow the presentation of detailed information which the reader can process at his or her own pace. • Print media are not intrusive, unlike TV and radio. • They are referred to as highinvolvement media. – Require effort on the part of the reader for the message to have an impact. Consumer Magazines • Major portion of the magazine industry, accounts for nearly 2/3 of magazine ad $. • Consumer magazines can be classified by: – General interest – Distribution – Frequency Farm Publications • There are about 86 publications tailored to nearly every possible type of farming or agriculture. – Ex. Ontario Milk Producer, Ontario Produce Farmer Business Publications Major categories include: 1. Magazines for specific professional groups. 2. Industrial magazines for various manufacturing industries. 3. Trade magazines targeted to wholesalers, dealers, distributors, and retailers. 4. General business magazines for people in all areas of business. Strengths of Magazines Creativity for Cognitive and Emotional Responses Geographic Coverage Target Audience Selectivity Permanence/Involvement Media Image Selective Exposure and Attention Limitations of Magazines Absolute Cost and Cost Efficiency Reach and Frequency Long Lead Time Target Audience Coverage Clutter Magazine Advertising Rates Cost Depends On… Circulation Size and Position of Ad Particular Editions Chosen Special Mechanical or Production Requirements Number and Frequency of Insertions Whether Circulation is Controlled or Paid How to Buy Magazine Advertising Space Sold on the Basis of Units of Space Black and White vs. Colour Frequency Magazine Audience Measurement - PMB • Print Measurement Bureau – PMB – Non-profit Canadian industry association of advertisers, print magazine publishers, and advertising agencies. – Mandate is to collect readership information for print magazines. – Foremost research is the PMB study. Evaluation of Newspapers Types of Newspapers Daily Newspapers Community Newspapers National Newspapers Special Audience Newspapers Newspaper Supplements Types of Newspaper Advertising Local (Mostly Retail) Display Ads General (Often National) Paid Reading Notices (Editorial Look) Small Items Arranged by Topic Classified Ads Rates Based on Size, Duration Classified Display - Combination Legal Notices - Public Reports Public Notices Notices by People, Organizations Financial Reports Printed Inserts Prepared Separately by Advertisers Strengths of Newspapers Reach and Frequency Scheduling Flexibility Geographic Coverage Reader Involvement and Amount of Processing Time Media Image Creativity for Cognitive Responses Absolute Cost and Cost Efficiency Target Audience Coverage Limitations of Newspapers Creativity Impact for Emotional Responses Selective Exposure and Poor Attention Target Audience Selectivity Clutter Newspaper Readership By Age Newspaper Advertising Rates • Cost of advertising space depends on factors like circulation, – premium charges for colour – in a special section, – volume discounts available. • National rates can be about 15% higher than local rates. Quote of the day A magazine is simply a device to induce people to read advertising. • James Collins (professor, writer)