Print Media Lecture
Print
Portable
“Time independent”
Not a fleeting medium - it lasts
Accommodates complex copy
Good picture quality
Easier to feature more than one product
Versatility
Can be preserved and reread
Journalistic content = credibility & prestige
Can deliver coupons
Newspapers
Magazines
Although they are printed, not included:
–Outdoor (Out of Home
–Point of Purchase (Often part of sales) Promotion
–Brochures (Collateral--Public Relations)
Structure of Newspapers
-Newspapers Can Be Classified by Three Factors
Frequency of Publication
Daily or Weekly
Size
Tabloid or Broadsheet
Circulation
Number of Newspapers Sold
Newspapers
Little Readership info
–No Syndicated audience measurement
Purchasing based on circulation
Strengths and weaknesses
Most Immediate medium
–ability to create broad awareness quickly
Short Lead Time
Good coverage of most upscale targets
Localized Copy
Strengths
Long copy possible
Good coupon vehicle
Believable Medium
Weaknesses
Mass Medium--
–Limited ability to target specific audiences
–Least efficient mass medium
–Very expensive
–Fair to poor productionMagazines
Audience Information Available
–SMRB --Simmons
–Readership for 200 most popular magazines
–Data available across many categories including :
•Demographics--Age, Income,
•Behaviors-- Product Usage, Media Usage, Interests
•Psychographics-- Lifestyles
Magazine
 Special audience opportunities
 Can be long-lasting
 Repeat exposure
 High “passalong”
 Creative flexibility
 Building audience takes time
 Can be cluttered
 Early closing dates
Standard Rate & Data Service (SRDS)
Strengths
Efficient
Targeted to specific readers
Extends reach for advertisers use broader media
Reaches Special Interest Groups
Reaches Light TV Viewers
Editorial Support
Special Feature
Strengths
Long Copy
Great Reproductive Quality
Couponing and Inserts
Merchandising
Coupon
In-Store
Weaknesses
Small Audiences
Infrequent
Expensive to consumer
Regional or Local Coverage of minimal impact
Limited Reach
Special Features are expensive
Big players control
Important to purchasing Trade Magazines
Circulation
Distribution
Any Survey Data
Special Area--Interest, Profession, Business- SIC code
Space Costs
CPM
Editorial & Special Editions