Transcript Classification of Magazines

Evaluation of Print Media
雜誌產業現況
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雜誌產業現況
資料來源：行政院新聞局出版年鑑
http://info.gio.gov.tw/ct.asp?xItem=18902&Ct
Node=2617&mp=4
Classification of Magazines
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Consumer magazines
Business publications
Farm publications
Consumer Magazines
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Provide the general public for information or
entertainment.
More detailed classification: general editorial,
sports, travel, and women’s.
Distribution: subscription (circulation), store
distribution, or both.
Frequency: weekly, monthly, and bimonthly.
Consumer Magazines
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Accounting for nearly 2/3 of all advertising
dollars spent in magazines.
Top 25 consumer magazines account for
70% of all advertising dollars spent in
consumer magazines.
Pros: specific market segment, favorable
advertising environment, less legal
constraints.
Business Publications
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Published for specific business, industries, or
occupations
Vertical publication & horizontal publication
Classifications
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Specific professional groups, e.g. National Law Review,
Architectural Forum.
Industrial magazines, e.g. Iron and Steelmaker,
Chemical Week, and Industrial Engineering.
Trade magazines, e.g. Progressive Grocer, Drug Store
News.
General magazines, e.g. Forbes, Fortune, and
BusinessWeek.
Health care publications
Farm Publications
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Farm publications are not classified with business
publications because historically farms were not
perceived as business.
About 3,00 publications are tailored to nearly every
possible type of farming or agricultural interest.
SRDS breaks farm publications into 9 classifications,
ranging from general-interest magazines aimed at
all types of farmers to those in specialized
agricultural areas such as poultry, hot farming, or
cattle raising.
Magazine Readership
Measurement
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Circulation
Traditional delivery
Nontraditional delivery (controlled circulation)
The Audit Bureau of Circulation (ABC), e.g.
中華民國發行公信會.
Advantages of Magazines
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Market selectivity
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Interest, e.g. selective binding.
Demographic: editorial content or special edition.
Geographic selectivity: magazine that is targeted
toward a particular area, or specific geographic
editions of national or regional magazines.
Ink-jet imaging
Advantages of Magazines
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Creative flexibility
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Double page spread (跨頁廣告)
Bleed pages (全版廣告): extra 10~20% for bleeds.
Gatefolds (折頁)
Photo essay
Frictional page space
Unusual page sizes and shapes, e.g. 3D立體圖.
Inserts (插頁), e.g. coupons or samples.
Creative space buys, e.g. WD-40多用途潤滑油.
WD-40
Advantages of Magazines
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Permanence
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The format of short essay is easy to read anytime,
e.g. readers devote nearly an hour over a period
of two or three days to reading an average
magazine.
Long life span, e.g. 75% of consumers retain
magazines for future reference.
Less hurried pace and more opportunity to
examine ads in considerable detail.
全美四十年來雜誌封面票選
Advantages of Magazines
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Reproduction quality
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Far superior to newspapers, particularly when
color is needed.
Prestige
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The product or service may gain from advertising
publications with a favorable image, e.g. GQ,
VOUGE, ELLE.
Nikon S60
Nikon S60
Advantages of Magazines
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Consumer receptivity and involvement
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Sources of knowledge, information, and usable ideas
Nonintrusive and easily be ignored
Studies show that the majority of magazine readers
welcome ads; only a small percentage have negative
attitudes toward magazine advertising.
Some magazines are purchased as much for their
advertising as for their editorial content.
Magazine readers are more likely to attend to and recall
ads than are TV viewers.
Advantages of Magazines
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Services
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Merchandising staffs
Research studies: general consumer trends,
changing purchase patterns, and media usage or
may be relevant to a specific product or industry.
Split runs – two or more versions of an ad are
printed in alternate copies of a particular issue of
a magazine.
Disadvantages of Magazines
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Costs
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E.g. $202000 (Time, circulation 4.2 million).
Tradeoffs among absolute cost, relative cost and
selectivity.
Limited reach and frequency
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Monthly or weekly publications
Disadvantages of Magazines
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Lack of immediacy
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Some readers do not look at an issue of a
magazine until long after it comes to them.
Long lead time
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30- to 90-day lead time
Can not be timely in responding to current events
or changing market conditions.
Disadvantages of Magazines
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Clutter and competition
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On average (consumer magazine), 45%
advertising and 55% editorial.
Paradox: the more successful a magazine
becomes, the more advertising pages it attracts.
報紙產業現況
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報紙產業現況
資料來源：行政院新聞局出版年鑑
http://info.gio.gov.tw/ct.asp?xItem=18902&Ct
Node=2617&mp=4
Newspapers
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Newspaper readership has been declining for
years, although it remains a fairly healthy
advertising medium.
Market selectivity
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The ability to target specific consumer group
E.g. special interest newspapers, special interest
sections, and advertising inserts delivered only to
particular zip codes or zones.
Types of Newspapers
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Newspapers can be classified by three
factors:
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Frequency of publication (daily, weekly, and so on)
Format and size
Circulation
Types of Newspapers –
Frequency of Publication
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About 1,530 dailies and 8,000 weeklies
currently exist in the United States.
Daily newspapers
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Read by nearly 60% of adults each weekday and
by 68% on Sunday.
Morning, evening, or Sunday publication
Types of Newspapers –
Frequency of Publication
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Weekly newspapers:
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Originate in small towns or suburbs
Geographic focus and lower absolute cost → local
advertisers
E.g. 捷運週報, 破報, 麗台運動報.
Newspaper supplements (報紙增刊)
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Sunday supplements: contain stories of more local interest.
Regional supplements
Specialized weekday supplements: cover specific topics
such as food, sports, or entertainment.
Types of Newspapers – Format
and Size
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Tabloid (e.g. 國語日報) & Broadsheet (e.g. 蘋
果日報)
SAU (standard advertising unit)
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American Newspaper Publishers Association and
Newspaper Advertising Bureau first introduced the
SAU system in the early 1980s.
Figure 12-5
Types of Newspapers –
Circulation
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Circulation: the number of copies a newspaper sells.
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全國性報紙：以全國為發行範圍的報紙
 E.g. USA Today (2.3 million), The Wall Street Journal (1.8
million), and The Christian Science Monitor.
 Appeal primarily to large national advertisers and to
regional advertisers that use specific geographic editions of
these publications.
區域性報紙：以一個大區域為發行範圍的報紙，平均發行量
約介於50萬～100萬份之間（美國數據）。
地方報紙：以小城市或鄉鎮為發行範圍的報紙，平均發行量
約在20萬份以下（美國數據） ，如馬祖日報、捷運快報、
大學報。
Types of Newspapers –
Circulation
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For special interest groups
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More than 200 newspapers → African
American
Other examples such as El Nuevo Herald, 世
界日報, 讀賣新聞, Stars & Stripes, Wall Street
Journal, 人間福報, 財訊快報, and The China
Post.
Newspaper Advertising
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The pricing for newspaper advertising is sold
based on the size of the space used.
Rate card: a list of the charges for advertising
space and the discounts given to local
advertisers and to advertisers who make
volume buys.
Types of Newspaper Advertising –
Display advertising
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Generally use illustrations, headlines, white
space, and other visual devices in addition to
the copy text.
The dominant form of newspaper advertising
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Approximately 70% of the advertising revenue of
the average newspaper
Two subcategories:
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Local (85% retail) advertising: supermarkets,
department stores, banks, and travel agents.
National (general) advertising
Types of Newspaper Advertising –
Display advertising
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ROP (run-of-paper) rate & preferred-position
rate
Co-op advertising
One-order, one bill
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Media rep firms
In the past, national advertisers buying space
from 150 newspapers would receive as many as
150 pieces of paper using 150 different account
methods.
Types of Newspaper Advertising –
Classified advertising
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Approximately 40% total newspaper
advertising revenue
Two types: (1) advertising by individual to sell
their personal goods; (2) advertising by local
businesses.
Arranged under subheads according to the
product, service, or offering being advertised.
Top 3: employment, real estate, and
automotive.
Types of Newspaper Advertising –
Special Ads and Inserts
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Special ads
Preprinted inserts are printed by the
advertiser and then taken to the newspaper
to be inserted before delivery.
Supplement, e.g. Parade and USA Weekend.
FSI (free-standing insert) → price
discrimination
Coupons
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Economic reasons for firms to issue coupon
Manufacturer coupon vs. retailer coupon
Advantages of Newspaper
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Extensive penetration
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In most areas, 50% or more of households read a
daily newspaper, and the reach figure may
exceed 70% among households with higher
incomes and education levels.
Morning and evening edition
Advantages of Newspaper
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Flexibility
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Producing and running →
timely respond
Scheduling
Various sizes, shapes, and
formats
Use color or special inserts
to gain the interests of
readers
Advantages of Newspaper
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Geographic selectivity
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Let companies feature
products on a market-bymarket basis, respond
and adapt campaigns to
local market conditions,
and tie into more retailer
promotions, fostering
more support from the
trade.
Advantages of Newspaper
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Reader involvement and acceptance
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Not only for news, information, and entertainment
but also for assistance with consumption
decisions.
Many consumers actually purchase a newspaper
because of the advertising it contains.
Reader’s knowledge about particular sections of
the paper.
Consumers look forward to ads in newspapers
more than in other media.
80% of consumers said newspaper ads were
most helpful to them in doing their weekly
shopping.
Advantages of Newspaper
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Service offered
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Merchandising services and program
Excellent sources of local market information
through their knowledge of market conditions and
research like readership studies and consumer
survey.
Assist small companies through free copywriting
and art services.
Limitations of Newspaper
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Poor reproduction
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If the visual appearance of the product is important, ex.
food or fashions, the advertiser will no rely on newspaper
ads.
Short life span
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Solutions: high frequency and advertising in specific
sections
Limitations of Newspaper
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Lack of selectivity
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Demographics or lifestyle
characteristics.
Clutter
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64% of the average daily
newspaper is devoted to
advertising.
Most ads are black and white.
Island ads