ADVERTISING:
Print Media
July 17, 2016
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Newspaper Advertising
TYPES OF NEWSPAPERS
• Broadsheet
• Larger papers folded horizontally
• Tabloid
• flat with only a vertical fold
TYPES OF ADS
• Display Ads
• Classified Ads
• Printed Inserts (Retail)
• Public Notices
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Advantages of Newspapers
• Geographic selectivity
• Upscale readership
• Flexibility
• Reader involvement
• Good penetration
• Additional services
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Limitations of Newspapers
• Short life span
• Lack of target selectivity
• Clutter
• Poor reproduction quality
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Ways to Buy Newspaper Space
• Agate Lines [old]
• 1 column wide 1/4" deep
• column varies in width
• Column Inch or SAU [1984]
• Column inch is 2 inches wide by 1 inch
deep
• Conversion
• 14 agate lines per column inch
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Section Segmentation
• Sports Section
• Heavy (down-scale) male readership
• Society Section
• Heavy (mid-scale) female readership
• Financial Section
• Appeals to the business reader
• Comic Section
• Heavy child/adolescent readership
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Magazines
• Consumer
• Maclean’s
• Canadian Living
• PC-Today
• Business
• AgDay
• Bar and Beverage Magazine
• Building
• National Farm Report
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Advantages of Magazines
• Great selectivity
• Geographic, demographic, interests
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Reproduction quality
Permanence (long life)
Creative flexibility
Prestige
Consumer involvement
Services
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Disadvantages of Magazines
• Long lead time
• High cost
• Clutter and competition
• Limited reach and frequency
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Special Magazine Features
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Bleed Pages
Preferred Positions
Inserts & Reply Cards
Gatefolds
Split Runs
etc.
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Comparing Magazines
Homemaker’s
Chatelaine
Canadian Living
1P, 4C rate
$20,640
$35,695
$27,220
Circulation
1,290,000
802,700
561,100
$16.00
$44.47
$48.51
CPM
Source: CARD, May 1998
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Measuring the Audience
Newspapers
NADbank (Newspaper Audience Databank)
•
survey
Magazines
1. Verified Audit Circulation (US)
2. Audit Bureau of Circulation (UK)
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Discounts Offered by Print Media
Frequency
Number of lines, times, etc.
Continuity
Length of time
Volume
Corporate
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$ spent
Products combine lines,
times, etc., for better rate
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Summary
PRINT MEDIA
+ reach an affluent audience
+ allow good segmentation
- are cluttered
- have limited reach
NEWSPAPERS
+ geographic segmentation, short lead time
- short shelf life, poor reproduction quality
MAGAZINES
+ targeting, excellent quality, long life
- long lead time, expensive
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Quote of the day
A magazine is simply a device to
induce people to read advertising.
• James Collins
(professor, writer)
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