12

Evaluation of Print Media

McGraw-Hill/Irwin Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed

The Role of Magazines and Newspapers

Reader sets Not

the pace intrusive

Selective High-
audience involvement

High
readership

12-2
 Classifications of Magazines

Consumer Farm Business

12-3
Advantages of Magazines

Selectivity

Reproduction Quality

Creative Flexibility

Permanence

Prestige

Receptivity, Engagement

Services

12-4
Reader’s Digest Promotes Its Regional Editions

12-5
 Creative Flexibility

Bleed Pages

Creative
Inserts
Space

Gatefolds Pop-Ups

Cover
Positions
12-6
Special Services Offered by Magazines

•Retailer alerts
•Consumer research studies
•Split runs
•Personalized messages to
tightly targeted audiences

12-7
Disadvantages of Magazines

Costs

Limited Reach

Limited Frequency

Long Lead Time

Clutter

Competition

12-8
 Magazine Circulation

Primary
Circulation

Total Guaranteed
Audience Circulation

Controlled Circulation
Circulation Verification

Pass-Along
Readership
12-9
Cost Elements of Advertising Space

Circulation

Size of the ad

Position in the publication

Editions chosen

Production requirements

Insertion number/frequency

Use of color

12-10
 Types of Newspapers

Daily National
Special-audience
Weekly Supplements

12-11
 Types of Newspaper Advertising

• Local (mostly retail)

Display Ads
• National or general

Classified • Small items arranged by topic

Ads • Rates based on size, duration

Special Ads • Legal notices - public reports

and Inserts • Notices by people and/or
organizations
• Political ads
• Circulars, catalogs, brochures

12-12
Newspaper Advantages and Limitations

Advantages Disadvantages
Extensive penetration Low production quality

Flexibility Short life span

Geographic selectivity Lack of selectivity

Involvement, acceptance Clutter

Services offered Limited use of color

12-13
 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

12-14
 Newspaper Advertising Rates

Standard Sales by
Advertising Units Column Inch
One inch by 1 inch deep by
2 1/16 inches wide 1 column width

Fits in all newspapers

that use this format size Column widths vary

Column width affects ad

Simplifies rate quotes size, shape, cost

Simplifies production Complicated purchasing

process and placement process

12-15