Chapter Objectives
• To examine the role of print media in the
advertising program.
• To analyze the strengths and limitations of
magazines and newspapers as media.
• To examine the various types of magazines and
newspapers and the value of each.
• To discuss how advertising space is purchased
in magazines and newspapers, how readership
is measured, and how rates are determined.
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PRINT MEDIA
• Magazines
• Newpapers
• Flyers and Inserts
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Attributes of Print Media
• Allow the presentation of detailed
information which the reader can
process at his or her own pace.
• Print media are not intrusive, unlike TV
and radio.
• They are referred to as highinvolvement media.
– Require effort on the part of the reader
for the message to have an impact.
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Consumer Magazines
• Major portion of the
magazine industry,
accounts for nearly
2/3 of magazine ad
$.
• Consumer
magazines can be
classified by:
– General interest
– Distribution
– Frequency
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Farm Publications
• There are about 86
publications tailored
to nearly every
possible type of
farming or
agriculture.
– Ex. Ontario Milk
Producer, Ontario
Produce Farmer
© 2005 McGraw-Hill Ryerson Limited
Business Publications
Major categories include:
1.
2.
3.
4.
Magazines directed at
specific professional
groups.
Industrial magazines
directed at
businesspeople in
various manufacturing
and production
industries.
Trade magazines
targeted to
wholesalers, dealers,
distributors, and
retailers.
General business
magazines aimed at
executives in all areas
of business.
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Strengths of Magazines
Creativity for Cognitive and
Emotional Responses
Geographic Coverage
Target Audience Selectivity
Permanence
Media Image
Selective Exposure and Attention
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© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
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Limitations of Magazines
Absolute Cost and Cost Efficiency
Reach and Frequency
Long Lead Time
Target Audience Coverage
Clutter
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Magazine Advertising Rates
Cost Depends On…
Circulation
Size and Position of Ad
Particular Editions Chosen
Special Mechanical or Production
Requirements
Number and Frequency of Insertions
Whether Circulation is Controlled or Paid
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How to Buy Magazine Advertising Space
Sold on the Basis of
Units of Space
Black and White vs.
Colour
Frequency
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Magazine Audience Measurement - PMB
• Print Measurement Bureau – PMB
– Non-profit Canadian industry association
of advertisers, print magazine
publishers, and advertising agencies.
– Mandate is to collect readership
information for print magazines.
– Foremost research is the PMB study.
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Evaluation of Newspapers
Types of Newspapers
Daily Newspapers
Community Newspapers
National Newspapers
Special Audience
Newspapers
Newspaper Supplements
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Types of Newspaper Advertising
Local (Mostly Retail)
Display Ads
General (Often National)
Paid Reading Notices (Editorial Look)
Small Items Arranged by Topic
Classified Ads
Rates Based on Size, Duration
Classified Display - Combination
Legal Notices - Public Reports
Public Notices
Notices by People, Organizations
Financial Reports
Printed Inserts
Prepared Separately by Advertisers
© 2005 McGraw-Hill Ryerson Limited
Strengths of Newspapers
Reach and Frequency
Scheduling Flexibility
Geographic Coverage
Reader Involvement and Amount of
Processing Time
Media Image
Creativity for Cognitive Responses
Absolute Cost and Cost Efficiency
Target Audience Coverage
© 2005 McGraw-Hill Ryerson Limited
Limitations of Newspapers
Creativity Impact for Emotional
Responses
Selective Exposure and Poor
Attention
Target Audience Selectivity
Clutter
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© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
Newspaper Advertising Rates
• Cost of advertising space depends on
factors like circulation, premium
charges for colour in a special section,
or discounts available.
• National rates can be about 15% higher
than local rates.
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Buying Newspaper Advertising Space
Sold By:
•Agate Line
•Column Width
Position:
•ROP
•Preferred
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Newspaper Readership By Age
Figure 11-5
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Newspaper Audience Measurement
NADbank
• Newspaper, advertising
agency, and advertiser
members.
• Mandate: Publish
audience research
information of Canadian
newspapers.
ComBase
• Administers audience
measurement for CCNA.
• Study is also named
ComBase.
• Similar composition and
mandate as NADbank.
– Provide valid readership
information to facilitate
buying and selling of
newspaper ad space.
© 2005 McGraw-Hill Ryerson Limited
Quote of the day
A magazine is simply a device to
induce people to read
advertising.
• James Collins
(professor, writer)
© 2005 McGraw-Hill Ryerson Limited