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Title: : http:info.gio.gov.twct.aspxItem18902

1
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Classification of Magazines (SRDS)

Consumer magazines
Farm publications
Business publications

3
Consumer Magazines

Provide the general public for information or
entertainment.
More detailed classification general editorial,
sports, travel, and womens.
Distribution subscription (circulation), store
distribution, or both. (Figure 12-1)
Frequency weekly, monthly, and bimonthly.

4
Consumer Magazines

Accounting for nearly 2/3 of all advertising
dollars spent in magazines.
Top 25 consumer magazines account for 70 of all
advertising dollars spent in consumer magazines.
Pros specific market segment, favorable
advertising environment, less legal constraints.

5
Farm Publications

Farm publications are not classified with
business publications because historically farms
were not perceived as business.

6
Business Publications

Published for specific business, industries, or
occupations.
Classifications
Specific professional groups, ex. National Law
Review, Architectural Forum.
Industrial magazines, ex. Iron and Steelmaker,
Chemical Week, and Industrial Engineering.
Trade magazines, ex. Progressive Grocer, Drug
Store News.
General magazines, ex. Forbes, Fortune, and
BusinessWeek.
Health care publications

7
Classification of Magazines - ???????????

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8
Advantages of Magazines

Selectivity
Interest
Demographic editorial content or special edition
Geographic selectivity magazine that is
targeted toward a particular area, or specific
geographic editions of national or regional
magazines.

9
Advantages of Magazines

Creative flexibility
Gatefolds (??)
Bleed pages (????) extra 1020 for bleeds.
Unusual page sizes and shapes, ex. Exhibit 12-7.
Inserts (??), ex, coupons or samples.
Creative space buys, ex. Exhibit 12-8.

10
SMIRNOFF
11
Heineken
12
Heineken
13
Advantages of Magazines

Permanence
Readers devote nearly an hour over a period of
two or three days to reading an average magazine.
75 of consumers retain magazines for future
reference.
Less hurried pace and more opportunity to examine
ads in considerable detail.

14
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Advantages of Magazines

Reproduction quality
Far superior to newspapers, particularly when
color is needed.
Prestige
The product or service may gain from advertising
publications with a favorable image, ex. GQ,
VOUGE, ELLE.

16
Advantages of Magazines

Consumer receptivity and involvement
Nonintrusive and easily ignored
Sources of knowledge, information, and usable
ideas
Some magazines are purchased as much for their
advertising as for their editorial content.
Magazine readers are more likely to attend to and
recall ads than are TV viewers.

17
Advantages of Magazines

Services
Merchandising staffs
Research studies general consumer trends,
changing purchase patterns, and media usage or
may be relevant to a specific product or
industry.
Split runs

18
Disadvantages of Magazines

Costs
Ex. 202000 (Time, circulation 4.2 million).
Tradeoffs among absolute cost, relative cost and
selectivity.
Limited reach and frequency
Figure 12-3
Monthly or weekly publications

19
Disadvantages of Magazines

Long lead time
30- to 90-day lead time
Can not be timely in responding to current events
or changing market conditions.
Clutter and competition
On average (consumer magazine), 45 advertising
and 55 editorial.
Paradox the more successful a magazine becomes,
the more advertising pages it attracts.

20
Types of Newspapers

Daily newspapers
Read by nearly 60 of adults each weekday and by
68 on Sunday.
Morning, evening, or Sunday publication
Weekly newspapers
Originate in small towns or suburbs
geographic focus and lower absolute cost ? local
advertisers
Ex. ????, ??, ?????.

21
Types of Newspapers

National newspapers
USA USA Today (2.3 million), The Wall Street
Journal (1.8 million), and The Christian Science
Monitor.
Appeal primarily to large national advertisers
and to regional advertisers that use specific
geographic editions of these publications.

22
Types of Newspapers

Specific-audience newspaper, ex.????, ????, ????,
????,???.
Newspaper supplements (????)
Sunday supplements contain stories of more local
interest.
Regional supplements
Specialized weekday supplements cover specific
topics such as food, sports, or entertainment.

23
Types of Newspaper Advertising

Display advertising
Generally use illustrations, headlines, white
space, and other visual devices in addition to
the copy text.
Account for approximately 70 of the advertising
revenue of the average newspaper.
Local (85 retail) advertising supermarkets,
department stores, banks, and travel agents.
National (general) advertising

24
Types of Newspaper Advertising

Classified advertising
Arranged under subheads according to the product,
service, or offering being advertised.
Top 3 employment, real estate, and automotive.
Special Ads and Inserts
Special ads
Preprinted inserts are printed by the advertiser
and then taken to the newspaper to be inserted
before delivery.

25
Advantages of Newspaper

Extensive penetration
In most areas, 50 or more of households read a
daily newspaper, and the reach figure may exceed
70 among households with higher incomes and
education levels.
Morning and evening edition

26
Advantages of Newspaper

Flexibility
Producing and running ? timely respond, ex,
Exhibit 12-19.
Scheduling
Various sizes, shapes, and formats
Use color or special inserts to gain the
interests of readers

27
Advantages of Newspaper

Geographic selectivity
Let companies feature products on a
market-by-market basis, respond and adapt
campaigns to local market conditions, and tie
into more retailer promotions, fostering more
support from the trade.
Ex. Exhibit 12-20.

28
Advantages of Newspaper

Reader involvement and acceptance
Not only for news, information, and entertainment
but also for assistance with consumption
decisions.
Many consumers actually purchase a newspaper
because of the advertising it contains.
Readers knowledge about particular sections of
the paper.
Consumers look forward to ads in newspapers more
than in other media.
80 of consumers said newspaper ads were most
helpful to them in doing their weekly shopping.

29
Advantages of Newspaper

Service offered
Merchandising services and program
Excellent sources of local market information
through their knowledge of market conditions and
research like readership studies and consumer
survey.
Assist small companies through free copywriting
and art services.

30
Limitations of Newspaper

Poor reproduction
If the visual appearance of the product is
important, ex. food or fashions, the advertiser
will no rely on newspaper ads.
Short life span
Solutions high frequency and advertising in
specific sections (Figure 12-4)

31
Limitations of Newspaper