Evaluation of Print Media

Evaluation of Print Media
Evaluation of Print Media
12
McGraw-Hill/Irwin
© 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.
Classifications of Magazines
By Content
By Content
 Consumer Magazines
 Farm Magazines
 Business Magazines
 Professional Group
Magazines
 Industrial Magazines
 Trade Magazines
 General Business
Magazines
 Health Care magazines
By Size
 Large
 Flat
 Standard
 Small or Pocket
By Geography
 Local
 Regional
 National
Advantages of Magazines
¾ Selectivity
¾ Reproduction Quality
¾ Creative Flexibility

¾ Permanence
¾ Prestige
¾ Receptivity, Involvement
¾ Services
Magazines are targeted to specific audiences
Special Magazine Features
¾Bleed Pages
¾Cover Positions
¾Inserts
¾Gate Folds
¾Island Halves
Disadvantages of Magazines
¾ Costs
¾ Limited Reach and Frequency
¾ Long Lead Time
¾ Clutter and Competition
Magazine Circulation
and Readership
¾
¾
Circulation
Circulation
 Primary Circulation
 Guaranteed Circulation
 Controlled-circulation
¾ Readership and Total Audience


Pass
Pass

-
-
along readership
along readership


Total audience (
Total audience (
readers per copy X circulation)
readers per copy X circulation)
Audience Information and Research
¾ Circulation Verification Services
– Audit Bureau of Circulation (ABC)
– Business Publications Audit
¾ SRDS Media Solutions
¾ Syndicated Audience Studies
– Simmons Market Research Bureau
– Mediamark Research Inc. (MRI)
SRDS Media Solutions provides information
on magazine for media planners
Factors determining magazine ad rates
¾ Circulation of the magazine
¾ Color
¾ Size of the ad
¾ Position in the magazine
¾ Special mechanical or production
¾ Number and frequency of insertions
The Future of Magazines
¾ Declining Ad Revenues
¾ Stronger Editorial Platforms

¾ Circulation Management
¾ Cross-Magazine and Media Deals
¾ Database Marketing
¾ Advances in Technology
¾ Electronic Delivery Methods
Most magazines cannot survive without
advertising revenue
Newspaper Overview
¾ The dominant advertising vehicle
¾ Account for 22% of ad dollars
¾ Over 1,400 daily papers in print
¾ Daily circulation over 60 million
¾ Main community medium
¾ Local ads provide 85% of revenue
Newspaper Classifications
Publication Frequency
Publication Frequency
 Daily
 Weekly
Type
Type
 National
 Special-Audience
 Supplements
Size
Size
 Standard
 Tabloid
Audience Type
Audience Type

 Ethnic, religious
 Business, financial
 College
Newspaper Advertising
¾ Display Ads
 Local (mostly retail)
 National or General
¾ Classified Ads
 Small items arranged by topic
 Rates based in size, duration
 Classified display - combination
¾ Public Notices
 Legal notices - public reports
 Notices by people, organizations
¾ Printed Inserts
 Prepared separately by advertisers
Advantages of Newspapers
¾ Extensive Penetration
¾ Flexibility
¾ Geographic Selectivity
¾ Reader Involvement, Acceptance
¾ Services Offered
Section Segmentation
¾ Sports Section
 Heavy (down-scale) male readership
¾ Society Section
 Heavy (mid-scale) female readership
¾ Financial Section
 Appeals to the business reader
¾ Comic Section

 Heavy child/adolescent readership
Ads can be run in various sections of most
newspapers
Newspaper Drawbacks
¾ Production quality may be low
¾ Short life span
¾ Lack of selectivity
¾ Clutter
¾ Potential for poor ad placement
¾ Maybe overlapping circulation
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
Rate Terminology
 General Rates
 Local Rates
 Flat Rates
 Open Rates
 Preferred position
 Run-of-Paper (ROP)
 Color rates
 Combination Rates
Unique Newspaper Features

¾Mass audience
¾Cross-section of population
¾Local geographic coverage
¾Wide range of content, subjects
 Selective readership by area
¾Timely coverage, daily issues
¾Readership concentrated in time
The Future of Newspapers
¾ Competition from other media
¾ Circulation management
¾ Cross-media buys with other
newspapers and magazines
¾ Attracting and retaining readers
Newspapers are trying to attract younger
readers