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Classifications of Magazines

By Content By Size
Consumer Magazines Large
Farm Magazines Flat
Business Magazines Standard
Professional Group Small or Pocket
Magazines
Industrial Magazines By Geography
Trade Magazines Local
General Business Regional
Magazines
National

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Advantages of Magazines

Selectivity
Reproduction Quality
Creative Flexibility
Permanence
Prestige
Receptivity, Involvement
Services

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Disadvantages of Magazines

Costs
Limited Reach and Frequency
Long Lead Time
Clutter and Competition

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Special Magazine Features

Bleed Pages
Cover Positions
Inserts
Gate Folds
Island Halves

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Magazine Circulation
and Readership

Circulation
Primary Circulation
Guaranteed Circulation
Circulation Verification
Readership and Total Audience
Audience Research

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The Future of Magazines

Declining Ad Revenues
Stronger Editorial Platforms
Circulation Management
Cross-Magazine and Media Deals
Database Marketing
Advances in Technology
Electronic Delivery Methods
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Newspaper Classifications

Publication Frequency
Daily
Weekly
Type
National
Special-Audience Size
Supplements Standard
Tabloid
Audience Type
Ethnic, religious, etc.
Business, financial, etc.

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Newspaper Advertising
Display Ads
Local (mostly retail)
General (often national)
Paid reading notices (editorial look)
Classified Ads
Small items arranged by topic
Rates based in size, duration
Classified display - combination
Public Notices
Legal notices - public reports
Notices by people, organizations
Financial reports
Printed Inserts
Prepared by separate advertisers

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Advantages of Newspapers

Extensive Penetration
Flexibility
Geographic Selectivity
Involvement, Acceptance
Services Offered

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Newspaper Drawbacks
Production quality may be low
They have a short life span
Not demographically selective
Not psychographically selective
There's heavy ad competition
Potentially poor placement
Maybe overlapping circulation
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Newspaper Characteristics

Wide Audience
Read by almost all consumers
Read daily in an ordered way
Readers look at 84% of all pages
Offer Flexibility
Few limitations on ad size
Spot and full color available
Many shapes, sizes, paper, & printing

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Unique Newspaper Features

Mass audience
Cross-section of population
Local geographic coverage
Wide range of content, subjects
Selective readership by area
Timely coverage, daily issues
Readership concentrated in time
Permanent, durable record
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Newspaper Users

The dominant advertising vehicle


Account for 30% of ad dollars
Over 1,500 daily papers in print
Daily circulation over 60 million
Main community medium
Local ads provide 85% of revenue
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Two Ways to Buy
Newspaper Space
Agate Lines
Measuring 1/4" deep by 1
standard column wide
A standard column is usually 2"
wide
Column Inch
Column inch is 1 inch deep by 1
column wide
There are 14 agate lines per
column inch
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Rate Terminology

National Rates Local Rates


Flat Rates Earned Rates
Open Rates Short Rates
Combination Rates Run-of-Paper [ROP]
Color Rates Insertion Rates
Preferred Position Differential Rates
Split Runs Split Run Rates
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Section Segmentation

Sports Section
Heavy (down-scale) male readership
Society Section
Heavy (mid-scale) female readership
Financial Section
Appeals to the business reader
Comic Section
Heavy child/adolescent readership

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