Evaluation of

Print Media
 Classifications of Magazines

By
By By
By By
By
Audience
Content
Audience
Content Geography
Geography Size
Size

•• Consumer
Consumer •• Local
Local •• Large
Large
Magazines
Magazines •• Regional
Regional •• Flat
Flat
•• Farm
Farm •• National
National •• Standard
Standard
Magazines
Magazines
•• Small
Small or
or
•• Business
Business Pocket
Pocket
Magazines
Magazines
Magazines Targets Professions or Industries
Consumer Magazines Target Specific Interests
An Example of a Farm Publication
 Advantages and Disadvantages of Magazines

Advantages Disadvantages
Selectivity
Selectivity Costs
Costs

Reproduction
Reproduction Quality
Quality Limited
Limited Reach
Reach

Creative
Creative Flexibility
Flexibility Limited
Limited Frequency
Frequency

Permanence
Permanence Long
Long Lead
Lead Time
Time

Prestige
Prestige Clutter
Clutter

Receptivity,
Receptivity, Involvement
Involvement

Services
Services
City Magazines Provide Geographic Targeting
 Special Magazine Features

Bleed
Bleed Pages
Pages

Creative
Creative Inserts
Inserts
Space
Space

Gatefolds
Gatefolds Pop-Ups
Pop-Ups

Cover
Cover
Positions
Positions
Quarter Page Ads Can Extend a Media Budget
Magazine Ad Competition

Custom Online
magazines magazines

Traditional
Traditional
magazine
magazine ads
ads
 Magazine Circulation Concepts

Primary
Primary
Circulation
Circulation

Total
Total Guaranteed
Guaranteed
Audience
Audience Circulation
Circulation

Controlled
Controlled Circulation
Circulation
Circulation
Circulation Verification
Verification

Pass-Along
Pass-Along
Readership
Readership
The Future of Magazines

Declining
Declining Ad
Ad Revenues
Revenues

Stronger
Stronger Editorial
Editorial Platforms
Platforms

Circulation
Circulation Management
Management

Cross-Mag.
Cross-Mag. &
& Media
Media Deals
Deals
Trends,
Trends, Database
Database Marketing
Marketing
Trends…
Advances
Advances in
in Technology
Technology

Online
Online Delivery
Delivery Methods
Methods
Magazines Go Online
Newspaper Classifications

Daily
Daily
Publication
Publication
Frequency
Frequency Weekly
Weekly

National
National

Type
Type Special-audience
Special-audience

Supplements
Supplements

Standard
Standard
Size
Size
Tabloid
Tabloid

Ethnic,
Ethnic, religious,
religious, etc.
etc.
Audience
Audience Type
Type
Business,
Business, financial,
financial, etc.
etc.
Characteristics of Newspapers

The
The dominant
dominant advertising
advertising vehicle
vehicle

Account
Account for 22%
for 18%
22% of
18% of ad
ad dollars
dollars

About
About 1,500
1,500 daily
daily papers
papers in
in print
print

Dailys
Dailys read
read by
by about 60%
about 54%
60% of
54% of adults
adults

Main
Main community
community medium
medium

Local
Local ads
ads provide
provide most
most of
of revenue
revenue
 Newspaper Advertising
Local
Local (mostly
(mostly retail)
retail)

Display
Display Ads
Ads General
General (often
(often national)
national)

Paid
Paid reading
reading notices
notices (editorial
(editorial look)
look)
Small
Small items
items arranged
arranged by
by topic
topic

Classified
Classified Ads
Ads Rates
Rates based
based on
on size,
size, duration
duration

Classified
Classified display
display -- combination
combination

Legal
Legal notices
notices -- public
public reports
reports

Public
Public Notices
Notices Notices
Notices by
by people,
people, organizations
organizations
Financial
Financial reports
reports

Printed
Printed Inserts
Inserts Prepared
Prepared separately
separately by
by advertisers
advertisers
Unique Newspaper Features

Mass
Mass audience
audience

Cross-section
Cross-section of
of population
population

Local
Local geographic
geographic coverage
coverage

Wide
Wide range
range of
of content,
content, subjects
subjects

Selective
Selective readership
readership by
by area
area

Timely
Timely coverage,
coverage, daily
daily issues
issues

Readership
Readership concentrated
concentrated in
in time
time

Permanent,
Permanent, durable
durable record
record
 Newspaper Advantages and Drawbacks
Advantages Disadvantages
Extensive Production
Production quality
quality
Extensive penetration
penetration may
may be
be low
low
They
They have
have aa
Flexibility
Flexibility short
short life
life span
span
Not
Not demographically
demographically
Geographic
Geographic selectivity
selectivity selective
selective
Not
Not psychographically
psychographically
Involvement,
Involvement, acceptance
acceptance selective
selective
There's
There's heavy
heavy ad
ad
Services
Services offered
offered competition
competition

Potentially
Potentially poor
poor placement
placement

May
May be
be overlapping
overlapping
circulation
circulation
 Newspaper Characteristics

Read
Read by
by almost
almost all
all consumers
consumers

Wide
Wide Read
Read daily
daily in
in an
an ordered
ordered way
way
Audience
Audience
Readers
Readers look
look at
at over
over 3/4
3/4
of
of all
all pages
pages

Few
Few limitations
limitations on
on ad
ad size
size

Spot Offer
Offer
Spot and
and full
full color
color available
available
Flexibility
Flexibility
Many
Many shapes,
shapes, sizes,
sizes,
paper,
paper, &
& printing
printing
Rate Terminology

Split Runs Split Run Rates

Preferred Position Differential Rates
Color Rates Insertion Rates
Combination Rates Run-of-Paper [ROP]
Open Rates Short Rates
Flat Rates Earned Rates
National Rates Local Rates

Terms of the Trade

The Future of Newspapers

Positioning
Competition
Competition the
Positioning from
the
from Use
Use aa Unique
Unique
Brand Circulation
Circulation
other media
Brand
other media Selling
Selling Position
Position

Problems
Problems and
and
issues
issues
newspapers
newspapers
must
must address
address

Attracting
Attracting and
and Create
Create the
the Brand
Brand
Cross-media
Cross-media buys
buys
retaining
retaining readers
readers Image
Image