Chapter 10 Print Media. Chapter 10 : Print Media Chapter Objectives To examine the structure of the...

Chapter 10

Print Media

Chapter 10 : Print Media

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.


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.


Chapter Objectives

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


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


Classifications of Magazines

• Business publications– Professional group magazines

• Target specific professional groups

• Industrial magazines– Target businesspeople in manufacturing and production

industries


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



• 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



• Prestige

• Consumer receptivity and involvement

– Non-intrusive and can be ignored


Limitations of Magazines

• Costs

– Absolute vs. Relative costs

• Limited reach and frequency

– Thin penetration of households


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


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 company’s purchases


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


Magazine Audience Measurement (PMB)

• Print measurement bureau:– Collect readership information , PMB study– Canada’s 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


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


The Future of Magazines

• Stronger editorial platforms

• Circulation management

• Niche marketing


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


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


Types of Newspapers

• Specific audience newspapers– Specialized editorial content, published for specific

groups

• Newspaper supplements

– Some papers include magazine-type supplements


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


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


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


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



• Geographic selectivity

– Feature products on a market-by-market basis

– Respond and adapt campaigns to local market conditions

– Tie into more retailer promotions



• Reader involvement and acceptance

– Many consumers buy magazine because of advertising it contains

• Services offered

– Assist small companies


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


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


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


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.


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


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


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

Chapter 10 Print Media. Chapter 10 : Print Media Chapter Objectives To examine the structure of the...

Documents

Transcript of Chapter 10 Print Media. Chapter 10 : Print Media Chapter Objectives To examine the structure of the...