Evaluation of Print Media

1. 12 Evaluation of Print Media

2. The Role of Magazines and Newspapers High-involvement Reader sets the pace Selective audience Notintrusive High readership 12-2

3. Magazines Target Specific Markets 12-3

4. Classifications of Magazines Consumer Farm Business 12-4

5. Consumer Magazines Target Interests 12-5

6. Example of a Farm Publication 12-6

7. Business Publications Target Professions or Industries 12-7

8. Advantages of Magazines Selectivity Reproduction Quality Creative Flexibility Permanence Prestige Receptivity, Engagement Services 12-8

9. City Magazines Offer Geographic Targeting 12-9

10. Reader’s Digest Promotes Its Regional Editions 12-10

11. Creative Flexibility Bleed Pages Creative Space Inserts Gatefolds Pop-Ups Cover Positions 12-11

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 12-12

13. Smaller Ads Can Extend a Media Budget 12-13

14. Magazines Can Lend Prestige to a Brand 12-14

15. Comparing Media on Various Factors 12-15

16. Special Services Offered by Magazines • Retailer alerts • Consumer research studies • Split runs • Personalized messages to tightly targeted audiences 12-16

17. Disadvantages of Magazines Costs Limited Reach Limited Frequency Long Lead Time Clutter Competition 12-17

18. Magazine Circulation Primary Circulation Total Audience Guaranteed Circulation Controlled Circulation Circulation Verification Pass-Along Readership 12-18

19. Readership and Total Audience Readers per copy X circulation = Total Audience 12-19

20. Media Research Guides Advertisers SRDS Data Reader Datafrom Magazines Syndicated Research Studies 12-20

21. Cost Elements of Advertising Space Circulation Size of the ad Position in the publication Editions chosen Production requirements Insertion number/frequency Use of color 12-21

22. Magazine Costs and Networks Time Newsweek U.S. News & World Report Advertising $$$ News Network 12-22

23. The Future for Magazines Current Problems Potential Solutions Declining revenues Stronger editorial platforms Better circulation mgmt Decreasing circulations Cross-magazine & media deals Failing publications Database marketing Increasing costs Technology advances Strong mediacompetition Electronic delivery methods 12-23

24. Characteristics of Newspapers • Still a major advertising medium • Account for nearly 18% of ad spending • Especially important to local retailers • Also used by national advertisers 12-24

25. Types of Newspapers National • Special-audience Supplements Daily Weekly 12-25

26. College Newspapers Effectively Reach Students 12-26

27. Test Your Knowledge National advertisers tend to avoid weekly newspapers because of: A) Their poor image B) Their high absolute cost C) Difficulties associated with purchasing and placing ads in them D) An overly broad geographic focus E) The large number of local ads they typically contain 12-27

28. Types of Newspaper Advertising Display Ads • Local (mostly retail) • National or general Classified Ads • Small items arranged by topic • Rates based on size, duration Special Ads and Inserts • Legal notices - public reports • Notices by people and/or organizations • Political ads • Circulars, catalogs, brochures 12-28

29. Newspaper Advantages and Limitations Advantages Disadvantages Extensive penetration Low production quality Short life span Flexibility Lack of selectivity Geographic selectivity Clutter Involvement, acceptance Services offered Limited use of color 12-29

30. Ways To Break Through the Clutter 12-30

31. Newspaper Circulation Figures Other Zone Other Zone City Zone Retail Trading Zone Other Zone 12-31

32. Purchasing Newspaper Space General rates Advertisers are outside the newspaper’s designated market area Includes national advertisers Are up to 75% higher than local rates Retail or local rates Advertisers conduct business within the designated market 12-32

33. The Newspaper National Network 12-33

34. Newspaper Advertising Rates Standard Advertising Units Sales byColumn Inch One inch by 2 1/16 inches wide 1 inch deep by 1 column width Fits in all newspapers that use this format size Column widths vary Simplifies rate quotes Column width affects ad size, shape, cost Simplifies production process Complicated purchasing and placement process 12-34

35. Rate Structures and Terminology Combination Rates Open Rates Run-of-Paper [ROP] Flat Rates Preferred Position 12-35

36. Test Your Knowledge The Washington Post newspaper has been involved in a deal with Newsweek magazine, whereby advertisers can purchase a package that includes ads in both media. This is an example of: A) A cross-magazine deal B) A cross-newspaper deal C) A cross-media buy D) Cooperative advertising E) A standard advertising unit buy 12-36

37. The Future of Newspapers Competition from other media Declining circulation Online delivery Attracting and retaining readers Cross-media opportunities Problems and issues 12-37

38. Attracting and Retaining Readers 12-38