Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin 12 Evaluation of Print Media
Feb 25, 2016
Copyright © 2012 McGraw-Hill Companies, Inc., All right reversedMcGraw-Hill/Irwin
12
Evaluation of Print Media
The Role of Magazines and Newspapers
Notintrusive
High-involvement
Reader sets the pace
Selective audience
High readership
12-2
Classifications of Magazines
Consumer Farm Business
12-3
Advantages of Magazines
Selectivity
Reproduction Quality
Creative Flexibility
Permanence
Prestige
Receptivity, Engagement
Services
12-4
Reader’s Digest Promotes Its Regional Editions
12-5
Creative Flexibility
Pop-Ups
Bleed Pages
Cover Positions
InsertsCreative Space
Gatefolds
12-6
Special Services Offered by Magazines
•Retailer alerts•Consumer research studies
•Split runs•Personalized messages to tightly targeted audiences
12-7
Disadvantages of Magazines
Limited Reach
Long Lead Time
Costs
Limited Frequency
Clutter
Competition
12-8
Magazine Circulation
PrimaryCirculation
Pass-AlongReadership
GuaranteedCirculation
CirculationVerification
TotalAudience
ControlledCirculation
12-9
Cost Elements of Advertising Space
Circulation
Size of the ad
Position in the publication
Editions chosen
Production requirements
Insertion number/frequency
Use of color
12-10
Types of Newspapers
Special-audienceNational
Supplements
Daily
Weekly
12-11
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
12-12
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
12-13
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
12-14
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
12-15