Evaluation of Print Media

• To examine the structure of the magazine and newspaper industries and the role of each medium in the advertising program.

• To examine the advantages and limitations of magazines and newspapers as advertising media.

• To examine the various types of magazines and newspapers and the value of each as an advertising medium.

• To examine how advertising space is purchased in magazines and newspapers, how readership is measured, and how rates are determined.

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

Learning Objectives

The Role of Magazines and Newspapers

Notintrusive

High-involvement

Reader sets the pace

Selective audience

High readership

Magazine Target Markets

Classifications of Magazines

ConsumerConsumer FarmFarm BusinessBusiness

Consumer Magazines Target Specific Interests

Top Magazines

• Amongst English daily, Times of India tops the Indian Readership Survey for 2011-Q2 with a readership of 74.71 lakh, followed by Hindustan Times (37.37 lakh), The Hindu (20.77 lakh), The Telegraph (12.09 lakh) and Deccan Chronicle (10.88 lakh) forming Top 5 list of English dailies of the country.

• Identify Top 10 List of English Dailies and Magazines in India!(Assignment)

Example of a Farm Publication

Publications

ASSIGNMENTClassify Magazines in Indian context

Using College Magazines to Reach Students

Advantages of Magazines

SelectivitySelectivity

Reproduction QualityReproduction Quality

Creative FlexibilityCreative Flexibility

PermanencePermanence

PrestigePrestige

Receptivity, EngagementReceptivity, Engagement

ServicesServices

City Magazines Provide Geographic Targeting

Media Kits and Rate Cards

Creative Flexibility

Pop-Ups Pop-Ups

Bleed PagesBleed Pages

Cover PositionsCover

Positions

InsertsInsertsCreative Space

Creative Space

GatefoldsGatefolds

Smaller Ads Can Extend a Media Budget

Magazines are a more focused, albeit more expensive, alternative to newspaper advertising. This medium allows you to reach highly targeted audiences.

Advantages

Allows for better targeting of audience, as you can choose magazine publications that cater to your specific audience or whose editorial content specializes in topics of interest to your audience.

High reader involvement means that more attention will be paid to your advertisement

Better quality paper permits better color reproduction and full-color ads The smaller page (generally 8 ½ by 11 inches) permits even small ads to stand out

Disadvantages

Long lead times mean that you have to make plans weeks or months in advance The slower lead time heightens the risk of your ad getting overtaken by events There is limited flexibility in terms of ad placement and format. Space and ad layout costs are higher

Magazines

Disadvantages of Magazines

Limited ReachLimited Reach

Long Lead TimeLong Lead Time

CostsCosts

Limited FrequencyLimited Frequency

ClutterClutter

CompetitionCompetition

Magazine Circulation

PrimaryCirculationPrimary

Circulation

Pass-AlongReadershipPass-AlongReadership

GuaranteedCirculation

GuaranteedCirculation

CirculationVerificationCirculationVerification

TotalAudience

TotalAudience

ControlledCirculationControlledCirculation

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 marketingDatabase marketing

Technological advancesTechnological advances

Cross-Mag & media dealsCross-Mag & media deals

Better circulation mgmtBetter circulation mgmt

Stronger editorial platformsStronger editorial platforms

Declining ad revenuesDeclining ad revenues

Online delivery methodsOnline delivery methods

Trends

Magazines Move Online

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

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

Newspaper Advantages and Limitations

Extensive penetrationExtensive penetration

FlexibilityFlexibility

Geographic selectivityGeographic selectivity

Involvement, acceptanceInvolvement, acceptance

Services offeredServices offered

Advantages

Short life spanShort life span

Low production qualityLow production quality

ClutterClutter

Lack of selectivityLack of selectivity

Limited use of colorLimited use of color

Disadvantages

Newspapers are one of the traditional mediums used by businesses, both big and small alike, to advertise their businesses.

Advantages

Allows you to reach a huge number of people in a given geographic area You have the flexibility in deciding the ad size and placement within the newspaper

Your ad can be as large as necessary to communicate as much of a story as you care to tell

Exposure to your ad is not limited; readers can go back to your message again and again if so desired.

Free help in creating and producing ad copy is usually available Quick turn-around helps your ad reflect the changing market conditions. The ad you decide to run today can be in your customers' hands in one to two days.

Newspapers

Ad space can be expensive Your ad has to compete against the clutter of other advertisers, including the giants ads run by supermarkets and department stores as well as the ads of your competitors

Poor photo reproduction limits creativity Newspapers are a price-oriented medium; most ads are for sales Expect your ad to have a short shelf life, as newspapers are usually read once and then discarded.

You may be paying to send your message to a lot of people who will probably never be in the market to buy from you.

Newspapers are a highly visible medium, so your competitors can quickly react to your prices

With the increasing popularity of the Internet, newspapers face declining readership and market penetration. A growing number of readers now skip the print version of the newspaper (and hence the print ads) and instead read the online version of the publication.

Disadvantages

Island Ads 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

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

Attracting and Retaining Readers

Attracting and Retaining Readers

Attracting and Retaining Readers