Print Advertising
Chapter 11
McGraw-Hill/Irwin
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
Using Magazines in the Media Mix
• Pros
• Cons
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flexible
color
authority & believability
permanence & prestige
proven selling power
strong reader loyalty
extensive pass-along
merchandising assistance
lack of immediacy
shallow geographic coverage
costly for broad audiences
long lead time
heavy competition
high cost per thousand
declining circulation
11-2
Using Magazines in the Media Mix
• Special Possibilities with Magazines
– color and images that extend off the page (bleed)
– cover position
– junior units and island
halves (special placements)
– inserts and gatefolds
11-3
How Magazines are Categorized
• Content
– Consumer magazines
– Farm publications
– Business magazines
• Geography
– Local city magazines
– Regional publications
– National magazines
11-4
Buying Magazine Space
• Important to consider
– readership
– cost
– mechanical
requirements
– closing dates
(deadlines)
– circulation
11-5
Buying Magazine Space
• Understanding Circulation
– Rate Base
– Guaranteed Circulation
– Primary Readership
– Secondary (pass-along) Readership
11-6
Buying Magazine Space
• Understanding Circulation
– Vertical publications
• covers a specific industry in all aspects
– Horizontal publications
• deal with a job function
across industries
11-7
Buying Magazine Space
• Understanding Circulation
– Paid circulation
• recipients pay a subscription price to receive it
– Controlled circulation
• the magazine is sent free to those who are thought to
have influence over the purchase of advertised products
11-8
Buying Magazine Space
• Reading Rate Cards
– Three Dates affecting
magazine purchases
• cover date
• on-sale date
• closing date
11-9
Buying Magazine Space
• Reading Rate Cards
– Rates
• for the rate, calculate the CPM or Cost Per Thousand
• CPM can give a better idea as to how far your ad
spending will go
11-10
Using Newspapers in the Media Mix
• Pros
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mass, local medium
comprehensive in scope
geographically selectivity
Timeliness
Credibility
Selective Attention
Creative Flexibility
Active Medium
Reasonable Cost
• Cons
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lacks selectivity
short lifespan
low production quality
lots of clutter
lack of control
overlapping circulation
11-11
Using Newspapers in the Media Mix
• How Newspapers are categorized
– Delivery frequency (daily, weekly)
– Physical Size (standard, tabloid)
– Audience (general, language, business)
– Other types
• Sunday supplements
• shoppers/pennysavers
• national (USA Today)
11-12
Using Newspapers in the Media Mix
• Types of Newspaper Advertisements
– Display Advertising
– Reading Notice (advertorial)
– Classified Advertising
– Public Notices
– Preprinted Inserts
11-13
How Advertisers Buy
Newspaper Space
• Understanding Readership & Circulation
– Rate Cards
– Local vs. National Rates
– Flat and Discount Rates
– Short Rate
– Combination Rates
– Run of Paper vs. Preferred Position
11-14
Directory and
Yellow Page Advertising
– A directory is an alphabetical or subject listing
containing names, descriptions, and contact
information for persons or organizations.
– 87 percent of the US population used printed yellow
pages in 2007
– Internet yellow pages searches are growing
– Yellow pages are often the sole advertising medium
for local businesses
– In this advertising, content is most important
11-15
