Transcript MKM803Chapter11

Print Media
Evaluation of Magazines
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.
 Newspapers and magazines are referred
to as high-involvement media.


Require effort on the part of the reader for
the advertising message to have an impact.
Classifications of Magazines

CARD divides magazines into three
broad categories, based on the audience
to which they are directed:
Consumer Magazines
 Farm Publications
 Business Publications
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Consumer Magazines
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Major portion of the
magazine industry,
accounting for nearly 2/3
of all advertising dollars
spent in magazines.
Consumer magazines
can be classified by:


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General interest
Distribution
Frequency
Farm Publications

There exist 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 directed at
specific professional
groups.
2.
Industrial magazines
directed at
businesspeople in
various manufacturing
and production
industries.
3.
Trade magazines
targeted to wholesalers,
dealers, distributors,
and retailers.
4.
General business
magazines aimed at
executives in all areas
of business.
Strengths of Magazines
Creativity for Cognitive and
Emotional Responses
Geographic Coverage
Target Audience Selectivity
Permanence
Media Image
Selective Exposure and Attention
Limitations of Magazines
Absolute Cost and Cost Efficiency
Reach and Frequency
Long Lead Time
Target Audience Coverage
Clutter
Buying Magazine Advertising Space
Issues Related to This Decision:
 Circulation and Readership
 Audience Measurement
 Magazine Advertising Rates
Magazine Circulation and
Readership
Most Important
Decisions
Size of Magazine /
Circulation
Characteristics of
Reader /
Readership
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.

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
The Future for Magazines
Government
Support
Canadian
Titles
Online
Delivery
Advances in
Technology
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
Buying Newspaper Advertising
Space
Issues Related to
the Decision
Circulation and
Readership
Advertising
Rates
Audience
Measurement
Newspaper Circulation and
Readership
Local Coverage
 Advertiser can reach most of the
households in a market.
National Coverage
 Want to reach broader regions or even
the entire country.
 Need to purchase space in a number of
papers.
Newspaper Audience
Measurement
NADbank
 Newspaper, advertising
agency, and advertiser
members.
 Mandate: Publish
audience research
information of Canadian
newspapers.

Provide valid
readership information
to facilitate buying and
selling of newspaper ad
space.
ComBase
 Administers audience
measurement for CCNA.
 Study is also named
ComBase.
 Similar composition and
mandate as NADbank.
Newspaper Readership By Age
Figure 11-5
Newspaper Advertising Rates
Cost of advertising space depends on
factors like circulation, premium charges
for colour in a special section, or
discounts available.
 National rates can be about 15% higher
than local rates.
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Buying Newspaper Advertising
Space
Sold By:
•Agate Line
•Column Width
Position:
•ROP
•Preferred
The Future for Newspapers

Problems of reproduction quality and rate
differentials.
 Face competition for national and local
advertisers’ budgets.
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Growth of Internet and online services as marketing
tools
Local TV and radio stations and Yellow Pages are
competing for local ads
Industry is particularly concerned about loss of
advertisers to direct marketing and
telemarketing.