Transcript 8b - media Magazines

Chapter 11
Using Magazines
Kleppner’s
Advertising
Procedure, 18e
Lane * King * Reichart
Learning Objectives_1
• Describe the history and development of the
American magazine.
• Discuss the usefulness of magazines in
national media plans.
• List the characteristics of consumer and trade
publications.
• Explain how magazine space is sold to
advertisers.
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Learning Objectives_2
• Describe the role of magazines as a targeted
advertising medium.
• Explain how magazine audiences are
measured.
• List the characteristics of business
publications.
• Describe the role of the agri-business press.
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Pros of Magazines
• The number and range of specialized
magazines provide advertisers access to
reach narrowly targeted audiences.
• Magazines provide strong visuals to enhance
brand awareness.
• Regional and demographic editions enhance
targeting.
• Magazines are portable and have a high
pass-along rate.
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Cons of Magazines
• Magazine growth has not kept up with
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increases in ad rates.
Expensive cost per contact.
Ads may account for as much as 50% of
magazine content.
Long deadlines limit immediacy of message.
A single vehicle cannot stand alone.
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Exhibit 11.1
Top Magazine Advertisers
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Selectivity
Magazines can allow
advertisers to reach a
distinctive niche.
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Cost Concerns
Marketing costs
Postage and distribution costs
Concentration of advertisers
Increases in discounting
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Cross-Media Buys
• A cross-media buy refers to packaging of
several media or vehicles to be sold to
advertisers in order to gain a synergistic
communication effect and efficiencies in
purchasing time or space.
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Advantages of
Magazine Advertising
• Effectiveness
• Audience selectivity
• Long life and
creative options
• Availability of
demographic and
geographic editions
• Qualitative factors
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Magazine Advertising Effectiveness
• Readers do these things after exposure to
magazine ads
– Consider purchasing advertised product
– Gather more information about product
– Visit advertiser’s website
– Purchase product
– Visit store, dealer, or other location
– Save ad for future reference
– Recommend product to a friend
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Disadvantages of Magazine Advertising
• High cost
– Magazines are the most expensive
medium on a CPM basis
• Long closing dates
– A magazine ad may run 8-10 weeks after
an advertiser submits it
– Fast-close advertising allows advertisers
to submit closer to publication dates
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Features of Magazine Advertising
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Partial-run editions
Split-run editions
Selective binding
City magazines
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Pros and Cons of Partial-Run Editions
Advantages
• Products advertised
only in areas where sold
• Localization possible
• Enhances relationship
between national
advertisers and retailers
Disadvantages
• CPM levels are usually
much higher than fullrun
• Close dates are earlier
• Newsstand distribution
may be limited
• Restrictions on options
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City Magazines
• Upscale readership
• Good vehicles for
retail and automobile
advertising
• Hybrid of smallcirculation specialty
publications and
partial-run editions
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Decisions to Make
• What size ad should be used?
• Where in the magazine should the ad be
placed?
• What colors (and how many) should be used?
• What format will enhance readership and
recall?
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Exhibit 11.10 Ways of
Using Magazine Space
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Exhibit 11.11 Readership of
Advertising by Type
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Exhibit 11.12 Two-Page Spread Bleed Ad
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Magazines and Production Flexibility
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Cooking Light Sponsors Supper Clubs
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Typical Rate Card
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Rate Structure: Discounts
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Magazine Dates
• Cover date: the date appearing on the cover
• On-sale date: the date on which the magazine
is issued (e.g., a January issue could come out
December 5th)
• Closing date: the date when the print or plates
needed to print the advertisement must be at
the publishers in order to make an issue
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Hearst:
A Single Publisher Network
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Media Networks Executive:
An Independent Network
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Magazine Circulation
• Paid circulation, also known as the rate
base, is the circulation on which advertising
rates are based.
• Readership usually combines paid circulation
and pass-along readers.
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The ABC and Magazine Circulation
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Syndicated
Magazine Readership Research
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Communicating the
Business-to-Business Message
• Appeal to prospects in terms of job interests
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and demands
Sell benefits to the buyer
Support and facilitate the sales function
Avoid puffery
Set clear, measurable objectives
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Business Publication
Expansion of Services
Subscriber list rentals
Event-related publications
Custom publications
Trade shows
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Types of Business Publications
Trade
Industrial
Management
Professional
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SRDS
SRDS publishes directories of media information.
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Business Publications
Example of a
Vertical Publication
Example of a
Horizontal Publication
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Farm Press
General Farm Magazines
Regional Farm Magazines
Vocational Farm Magazines
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For Discussion
• Why would an advertiser want to use both
television and magazines?
• What are some qualitative features of
importance to magazine advertisers?
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