Chapter12-Evolution of Print Media

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Evaluation of Print Media 1 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

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Transcript of Chapter12-Evolution of Print Media

Page 1: Chapter12-Evolution of Print Media

Evaluation of Print MediaEvaluation of Print Media

12

McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

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Introduction of Print Media

• Print media is one of the oldest and basic forms of mass communication.

• The contribution of print media in providing information and transfer of knowledge is remarkable.

• Even after the advent of electronic media, the print media has not lost its charm or relevance.

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• Print media has the advantage of making a longer impact on the minds of the reader, with more in-depth reporting and analysis.

• Since business in the form of advertisements in the print was also flourishing, the media enjoyed a great deal of financial comfort and provided jobs to tens of thousands of people across the globe.

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• James Augustus Hickey is considered as the "father of Indian press" as he started the first Indian newspaper from Calcutta, the Calcutta General Advertise or the Bengal Gazette in January, 1780 and thus the history of Indian Print Media started from the very same year.

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• Samachar Darpan in Bengali proved to be the first newspaper in the Indian language and the first issue of this daily was published from the Serampore Mission Press on May 23, 1818.

• On July 1, 1822 the first Gujarati newspaper the Bombay Samachar was published from Bombay, which is still extant. The first Hindi newspaper, the Samachar Sudha Varshan began in 1854.

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• After such invention this industry had never looked back. It flourished like a growing tree and within no time it became a high valued and influencing industry.

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Print media

Print media include such forms as-

newspapers, magazines, newsletters, poster, etc.

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Cond….• Newspapers: Newspapers are the

most popular forms of print media. Newspapers collect, edit and print news reports and articles. Ex: TOI, Business Standard, Gujarat Samachar.

• Magazines: Magazines also offer advertisers an opportunity to incorporate various new techniques and ideas. Ex: CTO Forum(IT) - Monthly, Business Today(Business) - Weekly, Forbes India - Bimonthly.

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• Newsletters: Newsletters also form an important part of print media. These target a specific group of audience and give information on the product. EX: Nari Darpan- Women’s Studies and Development

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• Brochures: Brochures give detailed information about the product. These are mainly distributed at events or even at the main outlet when a consumer needs to read in detail about the product. Ex: ITC product brochure, hul product brochure.

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• Posters: Posters are forms of outdoor advertising. The message in a poster has to be brief and eye catching as it a person on the move. Ex: Amul poster.

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The Role of Magazines and Newspapers

Notintrusive

High-involvement

Reader sets the pace

Selective audience

High readership

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Magazine Target Markets

Magazines are the most specialized of all advertising media. While some, such as

Readers’ Digest and Newsweek, are mass-appeal

magazines, most are targeted to a very specific audience.

This slide shows examples of magazines that target

specific businesses and industries, as well as

individuals engaged in various professions. Business publications are important to

marketers because they provide an efficient way of

reaching the specific types of individuals who constitute

their target market.

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Classifications of Magazines

ConsumerConsumer FarmFarm BusinessBusiness

The media research company Standard Rate & Data Service (SRDS), the primary reference source on periodicals for

media planners, divides magazines into three broad categories, based on the audience to which they are directed

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Consumer Magazines Target Specific Interests

Consumer magazines represent the major portion of the magazine

industry, accounting for nearly two-thirds of all advertising dollars spent in magazines. Consumer magazines

are best suited to marketers interested in reaching general

consumers, as well to companies trying to reach a specific target

market.This slide shows a cover of

Transworld Snow Boarding, which is a magazine that targets serious snow boarders. The magazine’s

editorial content also creates a very favorable advertising environment

for skiing-related products and services.

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Consumer Magazines Target Specific Interests

Categories: News, Science, Sport,

History, Product & Services

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Top Magazines

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Example of a Farm Publication

Farm publications range from general interest

publications aimed at all types of farmers, to those in

specialized agricultural areas, such as poultry

farming or cattle raising. There are about 300

publications tailored to nearly every possible type of farming or agricultural

interest. This slide shows a cover of Beef magazine,

which is targeted to cattle ranchers.

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Example of a Farm Publication Indian Context

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Business Publications

Business publications are those magazines or trade journals published for specific businesses, industries, or occupations. Standard Rate and Data Service breaks down over 9,300 U.S. business publications into more than 220 market classifications. Major classifications include:•Specific professional groups, such as National Law Review for lawyers and Architectural Forum for architects•Industrial magazines, targeted to those in various manufacturing and productions industries. Examples are Iron and Steelmaker, Chemical Week, and Industrial Engineering.•Trade magazines, targeted to wholesalers, dealers, distributors, and retailers. Among them are Progressive Grocer, Drug Store News, Women’s Wear Daily, and Restaurant Business.

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• General business magazines, aimed at executives in all areas of business. Examples are Forbes, Fortune, and Business Week.

• Healthcare publications, which target dental, medical, nursing, biotechnical sciences, and hospital administration.

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Business Publications

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Using College Magazines to Reach Students

This shows a copy of The Daily Aztec, the newspaper published by students at San Diego State University, It is an example of a paper that is targeting college students. More than 1,300 colleges and universities publish newspapers that offer advertisers an excellent medium for reaching college students.

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Advantages of Magazines

•Selectivity.. the ability to reach a specific target audience.•Reproduction quality… high-quality paper stock and printing.•Creative flexibility… huge flexibility in terms of the type, size, and placement of advertising material.•Permanence… magazines remain in the home longer than any other medium.•Prestige… products gain prestige when advertised in publications with a favorable image.•Receptivity, engagement… studies show that consumers become involved with magazines when they read them.•Services… may include such things as sales assistance, research studies, split runs, selective binding, and personalized messages.

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City Magazines Provide Geographic Targeting

This shows the various city magazines published in major American cities. These magazines have

experienced tremendous growth, as advertisers are able to focus on specific

local markets that may be of interest to them. These publications also have a readership profile that

appeals to marketers of upscale brands: high

income, college educated, loyal, and influential in

their communities.

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Media Kits and Rate Cards

This shows a page from the media kit for Reader’s Digest magazine. It lists

the various regional editions available

to advertisers.

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Creative Flexibility

Pop-Ups Pop-Ups

Bleed PagesBleed Pages

Cover PositionsCover

Positions

InsertsInsertsCreative Space

Creative Space

GatefoldsGatefolds

fold outs that give an extra large

spread

ad extends to the edge of the paper, no

margins or white space

three dimensional special ads

that stand up when the page is opened

such as return cards, coupons,

and product samples

special positions such as back, inside front, inside back

advertisers purchase space units in certain

combinations to increase impact

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Smaller Ads Can Extend a Media Budget

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Gaining Prestige

A produce or service may gain from advertising in

publications with a favorable image. For example, Good Housekeeping has a unique

consumer policy which states that if a product bearing its famous seal is found to be

defective within two years of purchase, the magazine will

replace the product or refund the purchase price. The Good

Housekeeping seal can increase consumer confidence

in a particular brand and reduce the amount of

perceived risk associated with a purchase.

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Consumer Engagement

The “Ideas that live beyond the page” campaign

promotes the value of advertising in magazines. The

“torn page” concept illustrates the point that

magazine ads inspire consumers to take action. In other words, consumes use

ideas from magazines to make purchases that improve

results for advertisers.

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Special Services

Some magazines offer special services to advertisers, including:•Calling retailers to let them know a product is being advertised in an upcoming issue, and encouraging them to display or promote the item•Consumer research studies•Split runs, where two or more versions of an ad are printed in alternate copies of a particular issue of a magazine•Personalized messages to tightly targeted audiences via selective binding or ink-jet imagingThe ad shown on this shows how Newsweek promotes the capabilities of ink-jet imaging for targeting advertising messages.

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Disadvantages of Magazines

•Costs… based on size of the audience and their selectivity. A full-page, four-color ad in Time magazine cost $256,000 in 2008.

•Limited reach and frequency… not as effective as other media when it comes to reach and frequency.

•Long lead time… most major publications have a 30- to 60-day lead time, and don’t allow changes after a specified date.

•Clutter and competition… the more successful a magazine becomes, the more advertising it attracts, which leads to greater clutter.

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Magazine Circulation

PrimaryCirculationPrimary

Circulation

Pass-AlongReadershipPass-AlongReadership

GuaranteedCirculation

GuaranteedCirculation

CirculationVerificationCirculationVerification

TotalAudience

TotalAudience

ControlledCirculationControlledCirculation

number of individuals who receive a publication through subscription or store purchase

the number of copies of the magazines that the publisher expects to sell. If this figure is not reached advertisers may

be given a partial refund

magazine circulations are

audited by a verification serviceprimary subscriber or purchaser

gives a magazine to another person

copies are sent (free) to individuals who

influence purchases

primary circulation plus pass along readership

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Readership and Total Audience

Readers per copy X circulation = Total Audience

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Media Research Guides Advertisers

SRDS Media DataSRDS Media Data

Ad rates and circulation figures

Ad rates and circulation figures

General requirementsGeneral requirements

Contact & Web site information

Contact & Web site information

Media kitsMedia kits

Audit statementsAudit statements

Reader Data from MagazinesReader Data

from Magazines

DemographicsDemographics

Lifestyle informationLifestyle information

Financial profileFinancial profile

Product usage characteristicsProduct usage characteristics

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Cost Elements of Advertising Space

CirculationCirculation

Size of the adSize of the ad

Position in the publicationPosition in the publication

Editions chosenEditions chosen

Production requirementsProduction requirements

Insertion number/frequency Insertion number/frequency

Use of colorUse of color

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Magazine Costs and Networks

U.S. News & World ReportU.S. News & World Report

TimeTime

NewsweekNewsweekNews Network

News Network

Advertising $$$

Advertising $$$

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The Future for Magazines

Database marketing- more segmentation and niche strategies are available

Database marketing- more segmentation and niche strategies are available

Technological advances-allowing for personalized messages to tightly targeted audiences

Technological advances-allowing for personalized messages to tightly targeted audiences

Cross-Mag & media deals-two/more publishers offering their maga’s ad space as 1 package

Cross-Mag & media deals-two/more publishers offering their maga’s ad space as 1 package

Better circulation mgmt-to increase or maintain circulationBetter circulation mgmt-to increase or maintain circulation

Stronger editorial platforms-appeal to interests, lifestyles, and changing demographicsStronger editorial platforms-appeal to interests, lifestyles, and changing demographics

Declining ad revenues-due to economic problems and declining readershipDeclining ad revenues-due to economic problems and declining readership

Online delivery methods-publications available onlineOnline delivery methods-publications available online

Trends

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Magazines Move Online

Teenage girls and young women are one of the fastest-growing market segments in America, but they are becoming difficult to reach, particularly through print. They spend a lot more time listening to the radio or their iPods, watching TV, surfing the Internet, and

chatting online than they do reading magazines.To capture this elusive audience, magazines such as Teen People, ElleGirl, and Teen Vogue

now offer online versions of their publications.Conde Nast Publications, which owns Teen Vogue, Vogue, Glamour, Self, and Allure,

recently launched a social Web site called flip.com. The site allows visitors to make “flip books,” which are multimedia scrapbooks of photographs, homemade music videos, and

other postings.

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Characteristics of Newspapers

Main community medium Main community medium

Dailys read by 54% of adults Dailys read by 54% of adults

About 1,500 daily papers in print About 1,500 daily papers in print

Accounts for 18% of ad dollars Accounts for 18% of ad dollars

The dominant advertising vehicle The dominant advertising vehicle

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Types of Newspapers

Special-audienceSpecial-audience

NationalNational

SupplementsSupplements

DailyDaily

WeeklyWeekly

•Daily – found in cities and larger towns, many of which have more than one. Daily newspapers are read by over 50% of adults each weekday, by 63% on Sundays, and can be further divided into morning, evening, or Sunday.•Weekly – they originate in small towns or suburbs and focus on events relevant to the local area. There are 6,700 weekly newspapers in the U.S., with an average circulation of 7,500. They appeal primarily to local advertisers.

•National – have a national circulation, such as USA Today and The Christian Science Monitor. Competitive Media Reporting specifies that national newspapers are published at least five times per week, with no more than 67% of its distribution in any one area. More than 33% of the display ads must come from national advertising categories; more than 50% of total advertising must come from national advertisers.•Special-audience – published for particular groups, such as labor unions, professional organizations, industries, and religious groups.•Supplements – magazine type supplements that appear in the newspaper, such as Parade or USA Weekend

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Types of Newspaper Advertising

National or generalNational or general

Local (mostly retail)Local (mostly retail)

Rates based on size, durationRates based on size, duration

Small items arranged by topicSmall items arranged by topic

Notices by people, organizationsNotices by people, organizations

Legal notices - public reportsLegal notices - public reports

Political adsPolitical ads

Prepared separately by advertisersPrepared separately by advertisers

Display AdsDisplay Ads

Classified AdsClassified Ads

Public NoticesPublic Notices

Printed InsertsPrinted Inserts

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Parade is a Popular Sunday Supplement

Preprinted inserts can be an effective way for advertisers to

reach readers of newspapers and to target their ads to specific markets in large metropolitan

areas.This slide shows an example of a

large metropolitan newspaper, the San Diego Union Tribune,

promoting its special insert services to advertisers. Many retailers use inserts such as

circulars, catalogs, or brochures to shoppers in their particular trade

areas. This collateral piece promotes how these inserts can be

targeted to specific zip codes.

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Newspaper Advantages and Limitations

Advantages Disadvantages

o Extensive penetration – high degree of market coverage

o Flexibility – quick turnaround of running and producing the ads

o Geographic selectivity – nationally and locally

o Involvement, acceptance – consumers rely on newspapers for news, information, entertainment, and assistance in purchase decisions

o Services offered – copy writing, merchandising, market studies

o Poor reproduction quality – impacts the visual appeal of certain products (food, clothes)

o Short life span – readership lasts less than a day

o Lack of selectivity – newspapers reach broad consumer groups; it is difficult to target specific types of customers

o Clutter – on average, 64% of a paper is devoted to advertising

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Island Ads Break Through Clutter

This shows an example of an island ad. Island ads

are surrounded by editorial material or stock market quotes and are a good way to get noticed

and break through clutter.

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Newspaper Circulation Figures

Other Zone

Other Zone

Other Zone

City Zone

Retail Trading Zone

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Purchasing Newspaper Space

• General rates– Advertisers are outside

the newspaper’s designated market area

– Includes national advertisers– Are up to 75% higher than local rates

• Retail or local rates– Advertisers conduct business within the

designated market

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The Newspaper National Network

The Newspaper National Network targets national advertisers in six low-use categories: automotive,

cosmetics and toiletries, good, household products, liquor

and beverages, and drugs and remedies. The network’s goal is to attract more advertising

dollars from national advertisers in these

categories by promoting the strategic use of newspapers and facilitating the purchase of newspaper space with the

one order/one bill model.

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Newspaper Advertising Rates

One inch by 2 1/16 inches wide

One inch by 2 1/16 inches wide

Fits in all newspapers that use this format sizeFits in all newspapers

that use this format size

Simplifies rate quotesSimplifies rate quotes

Simplifies production process

Simplifies production process

Standard Advertising Units

1 inch deep by 1 column width1 inch deep by 1 column width

Sales byColumn Inch

Column widths varyColumn widths vary

Column width affects ad size, shape, cost

Column width affects ad size, shape, cost

Complicated purchasing and placement process

Complicated purchasing and placement process

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Rate Structures and Terminology

Local Rates

National Rates

Flat Rates

Open Rates

Combination Rates

Color Rates

Preferred Position

General rates

Run-of-Paper [ROP]

Split Run Rates

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The Future of Newspapers

Problems and issues Problems

and issues

Competition from other

media

Competition from other

mediaDeclining circulationDeclining circulation

Attracting and retaining readers

Attracting and retaining readers

Online deliveryOnline

delivery

Cross-media opportunitiesCross-media opportunities

Many newspapers will have to gear up to compete as direct marketers as well as respond to online sites

for classified ads

Many newspapers are responding to this issue by emphasizing readership measures

and developing online versions of their papers

Newspapers are banding together to offer national advertisers a package of newspapers so they don’t have to purchase space in individual papers

Newspaper readership has been steadily declining for the past two decades. Many newspapers are

redesigning their layouts, introducing new sections, and revising old ones to

appeal to important market segments, such as women and young

adults.

the growth of the Internet and online services may erode print version

newspaper readership, especially as the public becomes more

comfortable with the idea of using the Internet to read books,

magazines, and newspapers.

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Attracting and Retaining Readers

Some newspapers offer free classified ads as a way to attract and retain readers.

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Attracting and Retaining Readers

This ad is part of a campaign encouraging young people to read newspapers.

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Attracting and Retaining Readers

Most daily newspapers now offer online versions of their newspapers, thus capturing readers who prefer

to get their news from Web sites. The San Diego Union Tribune also promotes its online editions to

advertisers.