12
Evaluation of Print Media
McGraw-Hill/Irwin
Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed
The Role of Magazines and Newspapers
Reader sets
the pace
Not
intrusive
Selective
audience
Highinvolvement
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
Bleed Pages
Creative
Space
Inserts
Gatefolds
Pop-Ups
Cover
Positions
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
Costs
Limited Reach
Limited Frequency
Long Lead Time
Clutter
Competition
12-8
Magazine Circulation
Primary
Circulation
Total
Audience
Guaranteed
Circulation
Controlled
Circulation
Circulation
Verification
Pass-Along
Readership
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
Daily
National
Special-audience
Weekly
Supplements
12-11
Types of Newspaper Advertising
Display Ads
• Local (mostly retail)
• National or general
Classified
Ads
• Small items arranged by topic
• Rates based on size, duration
Special Ads
and Inserts
• Legal notices - public reports
• Notices by people and/or
organizations
• Political ads
• Circulars, catalogs, brochures
12-12
Newspaper Advantages and Limitations
Advantages
Disadvantages
Extensive penetration
Low production quality
Flexibility
Short life span
Geographic selectivity
Lack of selectivity
Involvement, acceptance
Clutter
Services offered
Limited use of color
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
Standard
Advertising Units
Sales by
Column Inch
One inch by
2 1/16 inches wide
1 inch deep by
1 column width
Fits in all newspapers
that use this format size
Column widths vary
Simplifies rate quotes
Column width affects ad
size, shape, cost
Simplifies production
process
Complicated purchasing
and placement process
12-15