Overview
The World
of Media
US Ad Spending by Medium
Today’s Media World
3 Major Ad Media Categories:
 Print
 Newspapers
 Magazines
 Out-of-Home
 Broadcast
 Radio
 Television
 Other Media
 Direct Mail, Yellow Pages, etc
 New Media
Today’s Newspapers
 SIX TYPES OF ADVERTISING
1. Local Display Ads
2. National Ads
Today’s Newspapers
 SIX TYPES OF ADVERTISING
1. Local Display Ads
2. National Ads
3. Legal Advertising
Today’s Newspapers
 SIX TYPES OF ADVERTISING
1. Local Display Ads
2. National Ads
3. Legal Advertising
4. Classified Ads
Today’s Newspapers
 SIX TYPES OF ADVERTISING
1. Local Display Ads
2. National Ads
3. Legal Advertising
4. Classified Ads
5. Pre-prints
Today’s Newspapers
 SIX TYPES OF ADVERTISING
1. Local Display Ads
2. National Ads
3. Legal Advertising
4. Classified Ads
5. Pre-prints
6. Coupon Ads
Today’s Newspapers
 SIX TYPES OF ADVERTISING
1. Local Display Ads
2. National Ads
3. Legal Advertising
4. Classified Ads
5. Pre-prints
6. Coupon Ads
 ROP (Run of Press)
 FSI (Free Standing Inserts)
Today’s Magazines
 Three Types of Magazines:
 Consumer
Today’s Magazines
 Three Types of Magazines:
 Consumer
 General
TV Guide - Publisher
4th largest in circulation
Today’s Magazines
 Three Types of Magazines:
 Consumer
 General
 Specialized
AARP Bulletin
#1 in circulation
Today’s Magazines
 Three Types of Magazines:
 Consumer
 General
 Specialized
Bride’s
Condé Nast
#1 in ad pages
Today’s Magazines
 Three Types of Magazines:
 Consumer
 General
 Specialized
 Business or Trade
Business Week
McGraw Hill
Today’s Magazines
 Three Types of Magazines:
 Consumer
 General
 Specialized
 Business or Trade
AdWeek - BPITrade magazine
Today’s Magazines
 Three Types of Magazines:
 Consumer
 General
 Specialized
 Business or Trade
 Journals & Newsletters
Journal of Advertising Education
scholarly journal
SRDS
 Standard Rate
& Data Service
 Advertising rates
 Discount structures
 Other important information
 Printed & Online
 Virtually all media
CPM - Cost Per Thousand
 Cost efficiency
 Formula: cost x 1,000 / audience
 Example:
$65,000 ad
895,000 circulation
$65,000 x 1,000 / 895,000 =
$72.63
Out-of-Home
 Outdoor consists of:
 Bulletins
 30 sheets
 8 sheets
Out-of-Home
 Outdoor consists of:
 Bulletins
 30 sheets
 8 sheets
 +Transit & Kiosks
 Purchased monthly,
based on “showings”
Showing
 Daily impressions as a percent of
total population.
Example: Population = 150,000
25 Showing = 37,500 Daily Impressions
50 Showing = 75,000 Daily Impressions
100 Showing = 150,000 Daily Impressions
Today’s Radio
 Today, radio is a local medium
 National Spot
16
+ Network
$4.6 billion
12
14
10
 Bought nationally/
8
played locally
6
 Local Spot
4
2
0
$14.9 billion
 Sold by local stations
 Bought by local
advertisers
2000
National
Local
Today’s Television
 Network TV
 A bigger, broader,
more diverse audience
 Cable TV
 More select, upscale
“niche” audiences
 TV Ratings - “Nielsens”
 Tracked by Nielsen Media Research
 GRP’s, TRP’s, etc.
Today’s Television
 4 Kinds of TV  6 Ways to Buy TV
 Network
 National cable
 Syndication
 Local
(mostly news)
 National
 Network
 National Spot
 National Cable
 Local
 Local Spot
 Syndication
 Non-network cable
Direct Mail & Yellow Pages
 Direct Mail is a $44
billion dollar business
Direct Mail & Yellow Pages
 The “Yellow Pages”
(directory advertising)
is a $13 billion business
New Media - The Internet
 Media Evolution in Action
 Just as previous media evolution changed
advertising, so will this one.
 Changing marketers’ behavior
 Extending advertising involvement
 We can “consume” media more selectively.
 We can, if we want, interact and become
more involved.