Print Media

1
Chapter 10

• Print Media

2
Chapter Objectives

• To examine the structure of the magazine and
  newspaper industries and the role of each medium
  in the advertising program.
• To analyze the strengths and limitations of
  magazines and newspapers as advertising media.

3
Chapter Objectives

• To examine the various types of magazines and
  newspapers and the value of each as an
  advertising medium.
• To discuss how advertising space is purchased in
  magazines and newspapers, how readership is
  measured, and how rates are determined.

4
Chapter Objectives

• To consider future developments in magazines and
  newspapers and how these trends will influence
  their use as advertising media.

5
Classifications of Magazines

• Consumer magazines
• Bought by the general public
• Marketers reach general consumers of products and
  services, also companies trying to reach a
  specific target market
• Farm publications
• Directed to farmers and their families

6
Classifications of Magazines

• Business publications
• Professional group magazines
• Target specific professional groups
• Industrial magazines
• Target businesspeople in manufacturing and
  production industries

7
Strengths of Magazines

• Selectivity
• Ability to reach a specific target audience
• High demographic and geographic selectivity
• Reproduction quality
• Printed on high quality paper, generally provide
  excellent reproduction in black white or color

8
Strengths of Magazines

• Creative flexibility
• Gatefolds third page that folds out
• Bleed pages extend ad all the way to end of page
  with no margin
• Permanence
• Long life span
• Exposure to ads multiple times

9
Strengths of Magazines

• Prestige
• Consumer receptivity and involvement
• Non-intrusive and can be ignored

10
Limitations of Magazines

• Costs
• Absolute vs. Relative costs
• Limited reach and frequency
• Thin penetration of households

11
Limitations of Magazines

• Long lead time
• Most have 30-90 day lead time
• Space must be purchased well in advance
• Clutter and competition
• More successful a magazine becomes, more ads it
  attracts

12
Magazine Circulationand Readership

• Circulation
• The number of individuals who receive publication
  
• Audit bureau of circulations (ABC)
• Controlled circulation publisher sends free
  copies to those who can influence the companys
  purchases

13
Magazine Circulationand Readership

• Readership
• Pass-along readership primary subscriber or
  purchaser gives to another person
• Total audience (readership) readers per copy
  multiplied by circulation of average issue

14
Magazine Audience Measurement (PMB)

• Print measurement bureau
• Collect readership information , PMB study
• Canadas primary source for print and non-print
  media exposure, as well as for responses to
  survey questions
• In-home interview
• Individual firms can re-contact respondents to
  ask specific questions

15
Magazine Advertising Rates

• Primarily a function of circulation
• The greater the circulation, the higher cost of
  ad
• Sold on the basis of space units
• Other variables size of ad, position in
  magazine, particular edition, special
  requirements, frequency of ad and whether
  circulation of magazine is paid for or free

16
The Future of Magazines

• Stronger editorial platforms
• Circulation management
• Niche marketing

17
The Future of Magazines

• Advances in technology
• Selective binding allows the creation of
  hundreds of different copies of magazine (target
  specific groups)
• Ink-jet imaging reproduces a message by
  projecting ink onto paper rather than using
  mechanical template , personalize message
• Online delivery methods

18
Types of Newspapers

• Daily newspapers
• Published each weekday
• Found in large cities and larger towns, many have
  more than one
• Community newspapers
• Published weekly
• In small towns or suburbs where the volume of
  news and advertising cannot support a daily
  newspaper

19
Types of Newspapers

• Specific audience newspapers
• Specialized editorial content, published for
  specific groups
• Newspaper supplements
• Some papers include magazine-type supplements

20
Types of Newspapers

• National newspapers
• 2 in Canada the national post and the globe and
  mail
• Daily publications and have editorial content
  with a national appeal

21
Types of Newspaper Advertising

• Display advertising
• Local advertising ads placed by local
  organizations, businesses and individuals, mostly
  retail
• National or general advertising done by
  marketers of branded products or services that
  are sold on a national or regional level
• Classified ads
• Arranged under subheads according to product,
  service or offering being advertised

22
Types of Newspaper Advertising

• Special ads and inserts
• Variety of government and financial reports and
  notices, and public notices of changes in
  business or personal relationships
• Political or special interest ads
• Preprinted inserts

23
Strengths of Newspapers

• Extensive penetration
• High degree of market coverage
• High level of frequency
• Flexibility
• Ads can be written, laid out and prepared in a
  matter of hours
• Excellent medium for current events or presenting
  timely information

24
Strengths of Newspapers

• Geographic selectivity
• Feature products on a market-by-market basis
• Respond and adapt campaigns to local market
  conditions
• Tie into more retailer promotions

25
Strengths of Newspapers

• Reader involvement and acceptance
• Many consumers buy magazine because of
  advertising it contains
• Services offered
• Assist small companies

26
Limitations of Newspapers

• Poor reproduction
• Coarse paper stock and absence of extensive color
  limits the quality of most ads
• Short life span
• Generally kept less than a day

27
Limitations of Newspapers

• Lack of selectivity
• Not selective in terms of demographics or
  lifestyle characteristics
• Clutter
• Creative options are limited, difficult to break
  through clutter without using costly measures
• Island ads ads surrounded by editorial material

28
Newspaper Circulation and Readership

• Circulation
• Circulation figures broken down into three
  categories
• City zone- area where paper is published and
  similar areas
• Retail trading zone- outside the city zone whose
  merchants regularly trade within the city zone
• All other areas- all circulation not included in
  other two zones
• Readership

29
Newspaper Audience Measurement (NADbank)

• Newspaper audience data bank inc.
• Comprised of newspaper, advertising agencies and
  advertiser members.
• Publishes audience research information of
  Canadian daily newspapers.
• Purpose of research is to provide its members
  with valid readership information to facilitate
  the buying and selling of newspaper ad space.

30
Newspaper Advertising Rates

• Depends on the circulation and whether the
  circulation is paid or free
• Also depends on premium charges for color in
  special sections and discounts
• Sold by agate line and column width

31
Newspaper Advertising Rates

• Rates
• Run of paper- the paper can place ad on page or
  any position it desires
• Preferred position rate- pay a higher price to
  ensure ad is in desired position

32
Future of Newspapers

• Problems to be addressed
• Competition from other advertising media
• Local and national advertisers budgets
• Loss of advertising due to direct marketing and
  telemarketing
• Declining readership
• Growth of the internet and online services
• Many newspapers are now available online