McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 13 Using Print Media
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McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter 13
Using Print Media
13-2
Chapter Overview
How print advertising enhances the advertiser’s media mix
13-3
Chapter Objectives
Explain the pros and cons of magazine
advertising
Discuss how to analyze magazine circulation
Discuss how rates are determined for print
media
Discuss how to analyze magazine circulation
Describe how newspapers are
categorized
Define the major types of newspaper
advertising
List several sources of print media data
13-4
Role of the Print Media Buyer
Requires a range of knowledge and abilities
Creativelyintegratesprint mediainto the mix
Understandsprint mediaand technology
Knows howto buy mediaspace
Negotiatesand contractswith media
13-5
Newspapers in the Creative Mix
Top 10 U.S. magazine advertisers in 2008
13-6
Magazine Possibilities
BleedPages
Covers
Inserts
GatefoldsCustom
Magazines
Magazine-length advertisements
Front (first)Inside front (second)
Inside back (third)Outside back (fourth)
13-7
Magazine Possibilities
Magazine ad positions and sizes
13-8
Magazine Categories
Consumer Farm Business
By Content
Local Regional National
By Reach
Large
By Size
Flat StandardSmall or pocket
13-9
Buying Magazine Space
UnderstandingCirculation
Guaranteedvs. Delivered
MerchandisingServices
Paid andControlledCirculation Subscription
and Vendor Sales
Vertical vs.Horizontal
Primary& SecondaryReadership
13-10
Buying Magazine Space
Advertising Age is a good
example of a vertical
publication
13-11
Buying Magazine Space
Discounts for frequency or volume
Premiums for color, bleeds, covers, or
special market editions
Factors Affecting Ad Rate
Print Media-Buying Software
Page rate= CPM
(Circulation ÷ 1,000)
13-12
Newspapers in the Creative Mix
Top 10 U.S. newspaper advertisers in 2008
13-13
Newspapers in the Creative Mix
Who uses newspapers?
49% of adults read daily papersEach section read by 2/3 of
readers52 million newspapers sold daily
$34 billion spent on ads in 2008
13-14
Newspaper Categories
Daily Weekly
By Frequency
Standard Tabloid SAU System
By Size
EthnicBusiness/ Financial
Groups/ Professions
By Audience
13-15
Newspaper Categories
Other Types of Newspapers
Syndicated supplements
Independent shopping guide
National newspapers
13-16
Types of Ads
Designed to look like an ad for a
Dodge Viper, this is actually a 1/18 scale
model from Hotwheels
13-17
Types of Ads
Display ClassifiedPublic
NoticesPreprinted
Inserts
Reading Notices
Co-op Programs
Classified Displays
Obituaries
Weddings
Legal Notices
Catalogs
Brochures
Coupons
Mail-Back Devices
13-18
Buying Newspaper Space
UnderstandingCirculation
Split Runs
ROPvs. Preferred
Position
Color CombinationRates
Short Rate
Flat andDiscount
Rates
Local vs.NationalRates
13-19
Buying Newspaper Space
Co-ops and Networks
One-order, one-bill
Insertion order Run date, size, position, rate, artwork type
Proof Copy vs. camera ready
Verification Tearsheets
13-20
Print: A Worldwide Medium
Every country has newspapers and
magazines
Wealthy, well-educated consumers read English
Political changes spurred new trade magazines
Satellite-to-cable broadcast options supplement print
13-21
Print Media & New
TechnologiesPrint Media
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