Download - Chapter12a
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Evaluation of Print Media
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• 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
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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
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Classifications of Magazines
ConsumerConsumer FarmFarm BusinessBusiness
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Consumer Magazines Target Specific Interests
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Top Magazines
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• 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)
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Example of a Farm Publication
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Publications
ASSIGNMENTClassify Magazines in Indian context
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Using College Magazines to Reach Students
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Advantages of Magazines
SelectivitySelectivity
Reproduction QualityReproduction Quality
Creative FlexibilityCreative Flexibility
PermanencePermanence
PrestigePrestige
Receptivity, EngagementReceptivity, Engagement
ServicesServices
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City Magazines Provide Geographic Targeting
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Media Kits and Rate Cards
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Creative Flexibility
Pop-Ups Pop-Ups
Bleed PagesBleed Pages
Cover PositionsCover
Positions
InsertsInsertsCreative Space
Creative Space
GatefoldsGatefolds
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Smaller Ads Can Extend a Media Budget
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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
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Disadvantages of Magazines
Limited ReachLimited Reach
Long Lead TimeLong Lead Time
CostsCosts
Limited FrequencyLimited Frequency
ClutterClutter
CompetitionCompetition
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Magazine Circulation
PrimaryCirculationPrimary
Circulation
Pass-AlongReadershipPass-AlongReadership
GuaranteedCirculation
GuaranteedCirculation
CirculationVerificationCirculationVerification
TotalAudience
TotalAudience
ControlledCirculationControlledCirculation
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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 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
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Magazines Move Online
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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
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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
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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
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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
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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
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Island Ads 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
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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
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Attracting and Retaining Readers
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Attracting and Retaining Readers
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Attracting and Retaining Readers