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