Evaluation of Print MediaEvaluation of Print Media
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McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
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.
Cond…..
• 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.
Print media
Print media include such forms as-
newspapers, magazines, newsletters, poster, etc.
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.
Cond….
• 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.
The Role of Magazines and Newspapers
Notintrusive
High-involvement
Reader sets the pace
Selective audience
High readership
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.
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
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.
Consumer Magazines Target Specific Interests
Categories: News, Science, Sport,
History, Product & Services
Top Magazines
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.
Example of a Farm Publication Indian Context
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.
Cond….
• 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.
Business Publications
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.
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.
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.
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.
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
Smaller Ads Can Extend a Media Budget
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.
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.
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.
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.
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
Readership and Total Audience
Readers per copy X circulation = Total Audience
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
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
Magazine Costs and Networks
U.S. News & World ReportU.S. News & World Report
TimeTime
NewsweekNewsweekNews Network
News Network
Advertising $$$
Advertising $$$
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
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.
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
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
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
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.
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
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.
Newspaper Circulation Figures
Other Zone
Other Zone
Other Zone
City Zone
Retail Trading Zone
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
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.
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
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
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.
Attracting and Retaining Readers
Some newspapers offer free classified ads as a way to attract and retain readers.
Attracting and Retaining Readers
This ad is part of a campaign encouraging young people to read newspapers.
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.