Chapter 13Using Print Media

William F. Arens Michael F. Weigold Christian ArensMcGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.

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Commercial

The Truth CommercialGoForth Commercial

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Chapter Overview

How print advertising enhances the advertiser’s media mix

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Chapter Objectives

Explain the pros and cons of magazine advertising

Discuss how to analyze magazine circulation

Define major types of newspaper advertising

Discuss how rates are determined for print media

Describe how newspapers are categorized

Explain the pros and cons of newspaper advertising

Q. 1. What are the roles of the Print Media Buyer?

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Role of the Print Media Buyer

Requires a range of knowledge and abilities

Creativelyintegratesprint mediainto the mix

Understandsprint mediaand technology

Knows howto buy mediaspace

Negotiatesand contractswith media

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Newspapers in the Creative Mix

Top 10 U.S. magazine advertisers in 2007

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Q. 2. What are the pros and cons of magazine advertising?

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Pros

FlexibilityColorAuthority and BelievabilityPermanencePrestigeAudience selectivityCost efficiencySelling powerReader loyaltyExtensive pass-along readershipMerchandizing assistance

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Cons

Lack of immediacyShallow geographic coverageInability to deliver mass audiences at a low

priceInability to deliver high frequencyLong lead timeHeavy advertising competitionHigh cost per thousandDeclining circulations

Q. 3. What are the ways of using magazines in the creative mix?

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Magazine Possibilities

Bleedpages

Covers

Junior unit

Gatefolds

Custommagazines

Magazine-length advertisements

Front (first)Inside front (second)Inside back (third)Outside back (fourth)

Inserts

Island halves

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Magazine Layout Possibilities

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Magazine Categories

Consumer Farm Business

By Content

Local Regional National

By Reach or Geography

Large

By Size

Flat StandardSmall or pocket

Q. 4. What are the components of the magazine space buying

process?

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Buying Magazine Space

Guaranteedvs. Delivered

MerchandisingServices

Paid andControlledCirculation Subscription

and Vendor Sales

Vertical andHorizontal

Primary& SecondaryReadership

Understanding Circulation

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Buying Magazine Space

Advertising Age is a good example of a vertical publication

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Buying Magazine Space

Discounts for frequency or volume

Premiums for color, bleeds, covers, or special market editions

Cost per thousand:

Factors Affecting Ad Rate

Print Media-Buying Software saves time; adds flexibility and control

Page rate= CPM

(Circulation ÷ 1,000)

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Newspapers in the Creative Mix

44% of adults read daily papersEach section read by 2/3 of readers46 million newspapers sold daily; 2.3 readers per paper$21 billion spent on ads in 201113.6% spent on newspaper Web sites

Who uses newspapers?Ad spending trend for newspapers

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Newspapers in the Creative Mix

Top 10 U.S. newspaper advertisers in 2006

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15-22Using Newspapers in the Creative Mix

Top 10 newspaper advertisers in the United States in 2005http://adage.com/datacenter/article?article_id=131226

Insert ex. 15-5, p. 495

Top 10 newspaper advertisers in the U.S.

Position = 2.9” horiz., 1.5” vertical

Size = 5.7” WIDE

Resolution: 300 dpi

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Newspapers in the Creative Mix

Q. 5. What are the pros and cons of Newspaper advertising?

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Pros

Mass mediumLocal mediumComprehensive in scopeGeographic selectivityTimelinessCreditabilitySelective attentionCreative flexibilityAn active mediumA permanent recordReasonable cost

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Cons

Lack of selectivityShort life spanLow production quality clutterLack of controlOverlapping circulation

Q. 6. How are newspapers used in the creative mix?

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Newspaper Categories

Daily Weekly

By Frequency

Standard Tabloid SAU System

By Size

Ethnic/Foreign Language

Business/ Financial

Groups/ Professions

By Audience

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Newspaper Categories

Other Types of Newspapers

Syndicated supplements

Independent shopping guideNational newspapers

Sunday newspapers

Q. 7. What are the types of newspaper advertising?

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Types of Ads

DisplayClassified

Public Notices

Preprinted Inserts

Regular display ads

Co-op programs

Classified Displays

Legalities

Gov’t reports

Private/orgnotices

Catalogs

Brochures

Coupons

Mail-Back Devices

Reading notices

Regular classifieds

Financial reports

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Types of Ads

Virgin Mobile’s

2011 Valentine’s Day display

ad

Q. 8. What are the components of the newspaper space buying

process?

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Buying Newspaper Space

Split Runs

ROPvs. Preferred

Position

ColorCombination

Rates

Short Rate

Flat andDiscount

Rates

Local vs.National

Rates

Understanding Readership

and Circulation

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Buying Newspaper Space

Co-ops and Networks

Insertion Orders

Who pays and whenOne ad, many dealers

Verifies ad ran

One order one bill

Tearsheets

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Print: A Worldwide Medium

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Print: A Worldwide Medium

Every country has newspapers and magazines

Wealthy, well-educated consumers read English

Political changes spurred new trade magazinesSatellite-to-cable broadcast options supplement print

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Print Media & New Technologies

Print Media

Web site adds value

by following

up with in-depth news