Chapter 9
Print Media
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Learning Objectives
Learn about newspaper, magazine,
outdoor and transit advertising as well
as directory advertising in terms of the
overall trend, advantages and
disadvantages as an advertising carrier.
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Print Media
Decreased ad volume (2000):
NP-$49,050M (20.2%), Mag-$12,370M (5.1%)
 TV-$59,231M (24.3%), Radio-$19,295 (7.9%)
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TV surpassed NP in 1995.
Larger revenues for combined print
categories than combined broadcast
categories
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Print Media
People tend to trust print more than
broadcast and absorb it more carefully.
Declines in daily readership of
newspapers are tapering off and
Sunday readership is high.
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Newspaper Industry
ConsolidationTechnology implementation
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To improve reproduction, sound, movement, and
color.
Industry has tried to match the advantages of :
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magazines and radio (market selectivity-e.g.,Some now
target specific niches such as the Hispanic population with special
inserts) and,
television (total market coverage-e.g., interactive
edition).
Most significant changes are in the adoption of online
technology and database marketing.
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Classification of Newspapers
Newspapers Can Be Classified by Three Factors:
Frequency of
Publication
Size
Tabloid or Broadsheet
Daily or Weekly
Circulation
Number of Newspapers
Sold
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Newspaper Advertising (Tab. 9.3)
Advantages
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Range of market
coverage
Comparison
shopping
Positive
consumer
attitudes
Flexibility
Interaction of
national & local
Disadvantages
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Short life span
Clutter
Limited
coverage of
certain groups
Product criteria
Poor
reproduction
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Classification of Magazines
Audiences
Geography
Demographic
Consumer
Business
Farm
Cities or
Regions of
the Country
Age
Income
Occupation
Editorial
Content
Editorial
Women
Shelter
Business
Special
Interest
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Classification of Magazines
Physical
Characteristics
Distribution
& Circulation
Readers of
Magazines
Size of a
Magazine
Traditional or
Nontraditional
Delivery
92% of
Adults Read
At Least
One Magazine
a Month
Most 8.5 x 11
or 6 x 9
Controlled or
Paid
Circulation
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Magazine Characteristics
Measuring Magazine Readership
Rates are Based on Number of Readers
Magazine Circulation is Number of Copies of an Issue Sold,
Not the Readership of Publication.
Advertising in Magazines
Valuable Medium for Reaching Many Demographic Groups
Technology
Enables Magazines to Distinguish Themselves:
Selective Binding, Ink-Jet Printing, Desktop Publishing
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Format of Magazines
Format characteristics:
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First cover page – front cover
Second cover page – inside front cover
Third cover page – inside back cover
Fourth cover page – back cover
Gutter – white space between the pages running
along inside edge of the page
Bleed – page without outside margins
Gatefold – two or more connected pages
Fractional page space – spaces in which a page
can be broken into
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Magazine Advertising
(Tab. 9.5)
Advantages
Disadvantages
Target Audiences
Limited Flexibility
Audience Receptivity
Lack of Immediacy
Long Life Span
High Cost
Format
Distribution
Visual Quality
Sales Promotion
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Using Print Media
Magazine circulation

Primary circulation (in-home readers):
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Subscription + news stand (a single copy circul.)
A basis for rate structure
Secondary circulation (out-of-home readers)
Paid circulation v. controlled circulation
Guaranteed circulation v. verified circulation
ABC (Audit Bureau of Circulations)
Total audience=readers per copy x circulation of
an average issue
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Out-of-Home Advertising
Includes everything from billboards, hot-air
balloons, painted buses & walls, telephone
kiosks, to airport terminal displays.
Out-of-home advertisers target specific people
with specific messages at a time when they are
most susceptible to their impact. i.e. sign at
telephone reminds you to make dinner
reservations.
Estimates are that $1.8 billion is spent on this
media form.
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Outdoor Advertising
Poster
Panels
Painted
Bulletins
Printed Then
Applied on Existing
Boards.
Dominant Visual
With Minimum
Copy.
Painted Bulletins
On Removable
Panels that Are
Attached to the
Billboard
Frame.
Two Kinds of Commercially Sold Billboards
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Outdoor Advertising
Buying Outdoor Space
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Industry uses a system based on gross rating points
(GRP).
Provides a standard unit for space sales based on
quantifiable number of exposures.
Exposure occur when a person sees the outdoor
advertising message.
The Audience

Surveys aim (1) to measure respondents’ actual
frequencies of exposure, and (2) to relate these
frequencies to respondents’ demographic characteristics
and travel behavior.
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Outdoor Advertising (Tab. 9.7)
Advantages
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Impact
Strategy
Message
Cost
Long Life
Disadvantages
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Message
Exposure
Criticism
Availability
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Transit Advertising
Uses vehicles such as buses, taxis, and trucks
to carry messages.
Also includes posters seen in bus shelters and
train, airport, and subway stations.
Types of transit advertising
Interior – seen by people riding insides buses,
etc.
 Exterior – mounted on sides, rear, and top of
these vehicles.
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Kiosks are designed for public posting of
notices and advertisements.
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Directories
Directories
Books that List Names of People or Companies, Their Phone Numbers,
and Their Addresses
Yellow Pages Advertising
Lists all Local and Regional Businesses That Have a Telephone
Number
Audience
Young to Middle-Aged, Well-Educated, Professional, Or
Managerial, Living in Metropolitan Suburban Area, High Income
Audiotext & Online Directories
Dial a Number and Listen to Stored Information
Database Accessed by Computer
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Directory Advertising
(Tab. 9.8)
Advantages
Disadvantages
Highly Targeted
Clutter
Cost
Message
Flexibility
Accessibility
Strategy
Permanence
Long Life
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Consumers’ Expectations for
Packaging
•
•
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Ease (to handle and store)
Convenience
List ingredients
Instructions
Life o f product
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Disposal method
Toll-free phone number for emergencies
Performance guarantees
Safety guarantees
• Environmental safety (biodegradability)
• Reusable
• Recyclable
Review
Learn about newspaper, magazine,
outdoor and transit advertising as well
as directory advertising in terms of the
overall trend, advantages and
disadvantages as an advertising carrier.
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