Evaluation of Print Media

Copyright © 2012 McGraw-Hill Companies, Inc., All right reversedMcGraw-Hill/Irwin

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Evaluation of Print Media

The Role of Magazines and Newspapers

Notintrusive

High-involvement

Reader sets the pace

Selective audience

High readership

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Classifications of Magazines

Consumer Farm Business

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Advantages of Magazines

Selectivity

Reproduction Quality

Creative Flexibility

Permanence

Prestige

Receptivity, Engagement

Services

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Reader’s Digest Promotes Its Regional Editions

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Creative Flexibility

Pop-Ups

Bleed Pages

Cover Positions

InsertsCreative Space

Gatefolds

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Special Services Offered by Magazines

•Retailer alerts•Consumer research studies

•Split runs•Personalized messages to tightly targeted audiences

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Disadvantages of Magazines

Limited Reach

Long Lead Time

Costs

Limited Frequency

Clutter

Competition

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Magazine Circulation

PrimaryCirculation

Pass-AlongReadership

GuaranteedCirculation

CirculationVerification

TotalAudience

ControlledCirculation

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Cost Elements of Advertising Space

Circulation

Size of the ad

Position in the publication

Editions chosen

Production requirements

Insertion number/frequency

Use of color

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Types of Newspapers

Special-audienceNational

Supplements

Daily

Weekly

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Types of Newspaper Advertising

• Local (mostly retail)• National or generalDisplay Ads

• Small items arranged by topic• Rates based on size, duration

Classified Ads

• Legal notices - public reports• Notices by people and/or

organizations• Political ads• Circulars, catalogs, brochures

Special Ads and Inserts

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Newspaper Advantages and Limitations

Extensive penetration

Flexibility

Geographic selectivity

Involvement, acceptance

Services offered

Advantages

Short life span

Low production quality

Clutter

Lack of selectivity

Limited use of color

Disadvantages

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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

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Newspaper Advertising Rates

One inch by 2 1/16 inches wide

Fits in all newspapers that use this format size

Simplifies rate quotes

Simplifies production process

Standard Advertising Units

1 inch deep by 1 column width

Sales byColumn Inch

Column widths vary

Column width affects ad size, shape, cost

Complicated purchasing and placement process

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