Evaluation of Print Media

1. Evaluation of Print Media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

2. By Content By Geography By Size • Consumer Magazines • Farm Magazines • Business Magazines • Local • Regional • National • Large • Flat • Standard • Small or Pocket Classifications of Magazines By Audience By Geography © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

3. Magazines Targets Professions or Industries © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

4. Consumer Magazines Target Specific Interests © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

5. Consumer Magazines Target Specific Interests © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

6. An Example of a Farm Publication © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

7. Top-Selling Magazines: 2002 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8. Advantages and Disadvantages of Magazines Advantages Disadvantages Selectivity Selectivity Costs Costs Limited Reach Limited Reach Reproduction Quality Reproduction Quality Limited Frequency Creative Flexibility Creative Flexibility Limited Frequency Long Lead Time Long Lead Time Permanence Permanence Clutter Prestige Prestige Receptivity, Involvement Receptivity, Involvement Services Services © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

9. Media Kits Provide Information on Readers © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

10. City Magazines Provide Geographic Targeting © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

11. Bleed Pages Creative Space Inserts Gatefolds Pop-Ups Cover Positions Special Magazine Features Bleed Pages Inserts Gatefolds Pop-Ups Cover Positions © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

12. 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 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

13. Quarter Page Ads Can Extend a Media Budget © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

14. Consumers Rely on Magazines for Information © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

15. Primary Circulation Total Audience Guaranteed Circulation Controlled Circulation Circulation Verification Pass-Along Readership Magazine Circulation Concepts Primary Circulation Guaranteed Circulation Controlled Circulation Circulation Verification Pass-Along Readership © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

16. Media Research Guides Advertisers © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

17. Declining Ad Revenues Stronger Editorial Platforms Circulation Management Cross-Mag. & Media Deals Trends, Trends, Trends… Database Marketing Advances in Technology Online Delivery Methods The Future of Magazines Declining Ad Revenues Stronger Editorial Platforms Circulation Management Cross-Mag. & Media Deals Database Marketing Advances in Technology © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

18. Magazines Go Online © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

19. Daily Publication Frequency Weekly Weekly National Type • Special-audience Supplements Supplements Standard Size Tabloid Tabloid Ethnic, religious, etc. Business, financial, etc. Newspaper Classifications Daily Publication Frequency National Type • Special-audience Standard Size Ethnic, religious, etc. Audience Type © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

20. Account for 18% of ad dollars About 1,500 daily papers in print Dailys read by about 54% of adults Main community medium Local ads provide most of revenue Main community medium Dailys read by about 60% of adults About 1,500 daily papers in print Account for 22% of ad dollars Characteristics of Newspapers The dominant advertising vehicle The dominant advertising vehicle © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

21. College Newspapers Are an Effective Way to Reach Students © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

22. Inserts Help Marketers Reach Consumers © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

23. Cross-section of population Local geographic coverage Wide range of content, subjects Selective readership by area Timely coverage, daily issues Readership concentrated in time Permanent, durable record Unique Newspaper Features Mass audience Mass audience Cross-section of population Local geographic coverage Wide range of content, subjects Selective readership by area Timely coverage, daily issues Readership concentrated in time © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

24. Newspaper Advantages and Drawbacks Advantages Disadvantages Extensive penetration Production quality may be low Extensive penetration Production quality may be low They have a short life span Flexibility Flexibility They have a short life span Not demographically selective Geographic selectivity Not demographically selective Geographic selectivity Not psychographically selective Involvement, acceptance Involvement, acceptance Not psychographically selective There's heavy ad competition Services offered Services offered There's heavy ad competition Potentially poor placement Potentially poor placement May be overlapping circulation © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

25. Circulation Zones for a Major Newspaper © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

26. A Newspaper Promotes Its Various Sections © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

27. Read by almost all consumers Read daily in an ordered way Readers look at over 3/4 of all pages • Few limitations on ad size • Spot and full color available Many shapes, sizes, paper, & printing Newspaper Characteristics Read by almost all consumers Wide Audience Read daily in an ordered way Readers look at over 3/4 of all pages • Few limitations on ad size Offer Flexibility • Spot and full color available © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

28. Island Ads Break Through Clutter © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

29. Rate Terminology Split Runs Split Run Rates Split Runs Preferred Position Differential Rates Preferred Position Differential Rates Color Rates Insertion Rates Color Rates Insertion Rates Combination Rates Run-of-Paper [ROP] Combination Rates Run-of-Paper [ROP] Open Rates Short Rates Open Rates Short Rates Flat Rates Earned Rates Flat Rates Earned Rates National Rates Local Rates National Rates Local Rates Terms of the Trade © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin