Chapter 13
Using Print Media
McGraw-Hill/Irwin
Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter Overview
How print advertising enhances the
advertiser’s media mix
13-2
Chapter Objectives
Explain the pros and
cons of magazine
advertising
Discuss how to analyze
magazine circulation
Discuss how to analyze
magazine circulation
Define the major types of
newspaper advertising
Describe how
newspapers are
categorized
Discuss how rates are
determined for print
media
List several sources of
print media data
13-3
Role of the Print Media Buyer
Requires a range of knowledge and abilities
Negotiates
and contracts
with media
Understands
print media
and technology
Creatively
integrates
print media
into the mix
Knows how
to buy media
space
13-4
Newspapers in the Creative Mix
Top 10 U.S. magazine advertisers in 2008
13-5
Magazine Possibilities
Bleed
Pages
Covers
Front (first)
Inside front (second)
Inside back (third)
Outside back (fourth)
Inserts
Gatefolds
Custom
Magazines
Magazine-length
advertisements
13-6
Magazine Possibilities
Magazine ad positions and sizes
13-7
Magazine Categories
By Content
Consumer
Farm
Business
By Reach
Local
Regional
National
By Size
Large
Flat
Standard
Small or
pocket
13-8
Buying Magazine Space
Guaranteed
vs. Delivered
Merchandising
Services
Paid and
Controlled
Circulation
Primary
& Secondary
Readership
Understanding
Circulation
Vertical vs.
Horizontal
Subscription
and Vendor
Sales
13-9
Buying Magazine Space
Advertising Age
is a good
example of a
vertical
publication
13-10
Buying Magazine Space
Cost per thousand:
Page rate
(Circulation ÷ 1,000)
= CPM
Factors Affecting Ad Rate
Discounts for frequency
or volume
Premiums for color,
bleeds, covers, or special
market editions
Print Media-Buying Software
13-11
Newspapers in the Creative Mix
Top 10 U.S. newspaper advertisers in 2008
13-12
Newspapers in the Creative Mix
Who uses newspapers?
49% of adults read daily papers
Each section read by 2/3 of readers
52 million newspapers sold daily
$34 billion spent on ads in 2008
13-13
Newspaper Categories
By Frequency
Daily
Weekly
By Size
Standard
Tabloid
SAU System
By Audience
Ethnic
Business/
Financial
Groups/
Professions
13-14
Newspaper Categories
Other Types of Newspapers
Syndicated supplements
Independent shopping guide
National newspapers
13-15
Types of Ads
Designed to look like
an ad for a Dodge
Viper, this is actually
a 1/18 scale model
from Hotwheels
13-16
Types of Ads
Display
Classified
Reading
Notices
Classified
Displays
Co-op
Programs
Public
Notices
Preprinted
Inserts
Obituaries
Catalogs
Weddings
Brochures
Legal
Notices
Coupons
Mail-Back
Devices
13-17
Buying Newspaper Space
Local vs.
National
Rates
Split Runs
ROP
vs. Preferred
Position
Understanding
Circulation
Color
Flat and
Discount
Rates
Short Rate
Combination
Rates
13-18
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
13-19
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
13-20
Print Media & New Technologies
Print Media
Telephone
Cable
Internet
13-21