Print Media

9
 Outline

• Print media
• Newspapers
• Magazines
• Out-of-home
• Directories

Chapter 9: Print Media 2

 Objectives
Be able to:
• Describe the newspaper medium and
identify its strengths and weaknesses
• Identify the key decision factors that
advertisers should know to make effective
decisions about the magazine medium
• Explain what out-of-home media are and
discuss factors that advertisers should
consider for making out-of-home media
decisions
• Describe directories and analyze the factors
that advertisers use to make decisions about
this medium

Chapter 9: Print Media 3

 Print Media
• Traditional format
• Trusted by audiences
• Excellent medium for carrying
supplemental elements such as coupons

Chapter 9: Print Media 4

 Newspapers
• Largest medium with respect to total
billings
• Industry has consolidated in recent years
• New technologies keep newspapers
competitive with other media
– Internet delivery
– Use of free standing inserts customized for
delivery
• Decline in readership is tapering
• Sunday readership is high

Chapter 9: Print Media 5

 Structure of
Newspapers
• Three factors
– Frequency of publication
• 1530 dailies
– Found in cities and larger towns
– Morning, afternoon, and all-day
editions
• 8000 weeklies
– Towns, suburbs, smaller cities
– Greater focus on local news

Chapter 9: Print Media 6

 Structure of
Newspapers
• Three factors (cont.)
– Newspaper size
• Tabloid: five or six columns, 14 inches
deep
• Standard (broadsheet): 8 columns, 22
inches deep
– Circulation
• Regional or national
• Targeting demographic groups

Chapter 9: Print Media 7

 Newspaper
Readers
Newspaper section or • Encompasses all
page readership:
income brackets,
educational levels, age
groups, and ethnic
backgrounds
• Newspaper reading is
lowest among people
in their late teens and
early 20s.

Chapter 9: Print Media 8

 Measuring the
Newspaper Audience
• Measuring audiences allows newspapers to
assess their performance and attract
advertisers
• Two auditing companies are used by
newspapers to measure readership
– Auditing Bureau of Circulation (ABC) verifies
statements about newspaper circulation statistics
and provides detailed analyses of the newspaper
– Simmons-Scarborough conduct a syndicated
newspaper readership study that profiles
readership in 70 of the largest cities

Chapter 9: Print Media 9

 Advertising in
Newspaper Markets

• Three general types of newspaper

ads
– Display
• Dominant form of newspaper
advertising
• Includes local (retail) and national
(general) display ads
• Local advertisers are charged less
• National advertisers can pay the
local rate by using co-op advertising
or using one-order, one-bill

Chapter 9: Print Media 10

 Advertising in
Newspaper Markets

• Three general types of newspaper ads

(cont.)
– Classified:
• Approximately 40 percent of total
newspaper ad revenue
• Analysts believe classified advertising
will shift from print to online
– Supplements
• Created by advertisers, distributed in
newspapers

Chapter 9: Print Media 11

 The Advantages of
Newspapers
• Range of market coverage
– Cost effective way to reach local, regional
markets
• Comparison shopping
– Advertisers with competitive advantage can
benefit
• Positive consumer attitudes
– Ads are viewed as current and credible
• Flexibility
– Geographic and production flexibility
• Interaction of national and local

Chapter 9: Print Media 12

 The Disadvantages
of Newspapers
• Short life span
• Clutter
• Limited coverage of certain groups
– Less reach with young, elderly, and foreign-
language consumers
• Product criteria
– Not effective with all products
– Poor reproduction
– Inability to keep up with urban sprawl
– Challenge for on-time delivery

Chapter 9: Print Media 13

 Changes in the
Newspaper Industry

• Embracing new
technology
– Internet
– Wireless devices
– CD players

Chapter 9: Print Media 14

 Question for
Discussion
• Discuss the various characteristics of
newspaper readers. What are the
implications for an advertiser
considering the newspaper?

Chapter 9: Print Media 15

 Magazines

• First magazines were opinion journals

• New launches peaked in 1989 when 605
titles were introduced
• Historically, over half of new titles fail
• Magazines have become bigger and
brighter
• Upscale magazines are more attractive
to advertisers than mass consumer
magazines

Chapter 9: Print Media 16

 Types of
Magazines
• Magazines are classified according to:
– Audience
– Consumer, business, and farm
– Geography
– Demographics
• Group subscribers according to age,
income, occupation, etc.
– Editorial content
• General editorial, women’s service,
shelter, business, and special interest

Chapter 9: Print Media 17

 Types of
Magazines
• Magazine classifications (cont.):
– Physical characteristics such as size
– Distribution and circulation
• Traditional delivery
• Nontraditional delivery

Chapter 9: Print Media 18

 Magazine Readers and
Their Measurement

• About 92 percent of American adults

read one magazine or more a month
• Several companies attempt to verify the
paid circulation of magazines
– ABC audits subscriptions as well as
newsstand sales
– Simmons Market Research Bureau (SMRB)
relates readership patterns to purchase habits
– MediaMark offers MRI, a service that
measures readership for most popular
magazines

Chapter 9: Print Media 19

 Advertising in
Magazines
• In evaluating magazines for ads,
advertisers must examine
technology and format
– Technology
• Selective binding and ink-jet
imaging allow publishers to
construct and personalize issues
for individual subscribers
• Desktop publishing allows
magazines to close pages just
hours before press time

Chapter 9: Print Media 20

 Advertising in
Magazines
• In evaluating magazines for ads,
advertisers must examine technology
and format (cont.)
– Format
• Largest typical unit of ad space is a
double-page spread, however
• Some magazines also offer gatefolds
and photo spreads

Chapter 9: Print Media 21

 Advantages of
Magazines
• Target audiences
– Primary advantage is ability to reach
specialized audiences
• Audience receptivity
• Long life span
• Format
– Magazine formats allow creative variety
• Visual quality
• Sales promotion
– Ads can include coupons, samples, and
information cards

Chapter 9: Print Media 22

 Disadvantages of
Magazines
• Limited flexibility
– Ads must be submitted well in advance of
publication
– Limited choices for ad locations
• Lack of immediacy
– Some readers don’t look at magazine until
long after it has reached their home
• High cost
• Distribution
– Many of the 2,500 different magazines are
not available at most newsstands

Chapter 9: Print Media 23

 Changes in the
Magazine Industry:
Online Technology
• Internet magazines exist, although
experts doubt Internet subscription
sales will supplant traditional methods
• Future of Internet magazines is
uncertain

Chapter 9: Print Media 24

 Questions for
Discussion
• You are the head media planner for a small
chain of upscale furniture outlets in a top-50
market that concentrates most of its ads in the
Sunday supplement of the local newspaper. Six
months ago, a new high-style metropolitan
magazine approached you about advertising for
your client. You deferred a decision.

• Now the magazine’s circulation has grown to

about one quarter of the newspaper’s. If you
included the magazine on the ad schedule, you
would have to reduce the newspaper media
somewhat. What would be your
recommendation to the furniture store?

Chapter 9: Print Media 25

 Out-of-Home
Advertising

• Includes everything from billboards to

hot-air balloons
• Out-of-home advertising has taken steps
to target specific people with specific
messages when they are most susceptible
• Out-of-home advertising grew in the
1990s
• Spending is now over $5 billion

Chapter 9: Print Media 26

 Outdoor
Advertising
• Billboards include
– Posters
• Created by designers,
printed, shipped to an
outdoor advertising
company
• Posters are pre-pasted
and applied
• Designers can add
extensions
– Painted Bulletin
• Created onsite

Chapter 9: Print Media 27

 Buying Outdoor
Space
• Outdoor industry has increased its
standards and become more
competitive with other media
• System used is based on gross rating
points
• Number of boards required for 100
GRPs varies from city to city

Chapter 9: Print Media 28

 Buying Outdoor
Space
• Measurement is difficult
• Audience reach frequency of outdoor
advertising is reported by SMRB
(national) and by Audience
Measurement by Market of Outdoor
(locally)

Chapter 9: Print Media 29

 Advantages and
Disadvantages of Outdoor

• Advantages
– High impact medium with larger than life
visuals
– Good for reminding about or reinforcing
concepts employed in other media
– Least expensive of all major media
• Disadvantages
– Quick exposure, distracted consumers
– Message must be brief and simple
– Boards are often vandalized
– Some states ban or restrict billboards

Chapter 9: Print Media 30

 Transit Advertising
• Mainly urban form that uses vehicles to carry
messages
• Also includes the posters seen in bus shelters
and train, airport, and subway stations

Chapter 9: Print Media 31

 Transit Advertising

• Transit advertising is reminder

advertising
• Transit audience:
– Interior transit ads are seen by people riding
buses, subways, and some taxies
– Exterior transit is mounted on vehicles
• Related locations
– Kiosks are special structures designed for
public posting of notices and advertisements

Chapter 9: Print Media 32

 Directories

• Lists of the names of people or

companies, along with their addresses
and phone numbers
• Local phone directory is most common

Chapter 9: Print Media 33

 Directories
• About 7,500 directories exist
– Area-wide or overlay combine areas
covered by multiple directories into one
directory area
– Suburban or neighborhood directories serve
smaller area
– Special interest or niche: target specific
consumers
– Business-to-business target purchasing
needs of business consumers
• Yellow Pages
– Example of directional advertising

Chapter 9: Print Media 34

 Directories: Strengths
and Weaknesses

• Strengths
– Directories are a shopping medium
– Inexpensive and provide excellent ROI
– Directories offer flexibility and have a long life
• Weaknesses
– Extreme clutter
– Ads cannot be changed for months
– Those who cannot read English are missed

Chapter 9: Print Media 35

 Print Media Strategy
When to use print
Use newspapers if Use magazines if Use out-of-home if Use directories if
Local business Well-defined target Local business that Local business or
audience wants to sell can serve local
customers
Want extensive Want to reinforce Regional or Want to create
market coverage or remind national business action
that wants to
remind
Your product is Must show the Product requires Allow comparisons
consumed in a product accurately little information or provide inquiry
predictable manner and beautifully and demonstration and purchase
information
Do not need to Need to relate Small to moderate Small to moderate
demonstrate product information budget budget
Moderate to large Moderate to large
budget budget

Chapter 9: Print Media 36