Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 12 - George E. Belch, Michael A. Belch

Chapter 12
Evaluation of 
Print Media: 
Magazines 
and 
Newspapers

Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.


Magazines and Newspapers
 Present detailed information that can be processed 
at the reader’s own pace
 High­involvement media
 Magazines are the most specialized of all 
advertising media

Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.

2


Classifications of Magazines
Consumer
magazines

Farm
publications

Business
publications
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.

3


Advantages of Magazines
Selectivity
Reproduction quality
Creative flexibility
Permanence
Prestige
Consumer receptivity and engagement
Services
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.

4


Services
Split runs
• Two or more versions of an ad are printed in alternate copies of a
particular issue of a magazine
• Help determine which ad generates the most responses or inquiries

Selective binding
• Allows creation of hundreds of copies of a magazine in one

continuous sequence
• Computerized production process
• Enables magazines to address specific groups within their circulation
base

Ink-jet imaging

• Projects ink onto paper rather than using mechanical plates
• Enables personalization of an advertising message
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.

5


Disadvantages of Magazines
Costs
Limited reach and frequency
Long lead time
Clutter and competition
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.

6


Magazine Circulation
 Primary circulation
 Number of copies distributed to the original 
subscribers or purchasers 

 Determines magazine’s rate structure

 Guaranteed circulation
 Publishers give advertisers a rebate if the number of 
delivered magazines falls below the guarantee 
 Figures are set safely below the average actual 
delivered circulation 
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.

7


Types of Newspapers
Daily newspapers
• Found in cities and
larger towns
• Provide detailed
coverage of events,
issues concerning
the local area
• Classifications Morning, evening, or
Sunday publications

Weekly newspapers
• Originate in small
towns or suburbs
• Focus on news,
sports, and events
relevant to the local

area
• Appeal primarily to
local advertisers

Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.

8


Types of Newspapers
National newspapers
• Have national circulation and editorial content with a nationwide
appeal
• Appeal to:
• Large national advertisers
• Regional advertisers that use specific geographic editions of these
publications

Special-audience newspapers

• Offer specialized editorial content and are published for
particular groups

Newspaper supplements
• Included by papers in their Sunday editions
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.

9

Types of Newspaper Advertising
Display advertising
• Uses visual devices in addition to the copy text

Classified advertising
• Ads are arranged under subheads according to the product,
service, or offering being advertised

Special ads and inserts
• Government and financial reports
• Notices and public notices of changes in business and personal
relationships
• Preprinted inserts: Printed by advertiser and taken to the
newspaper to be inserted
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.

10


Advantages and Disadvantages of 
Newspapers
Advantages
• Market penetration
• Flexibility
• Geographic
selectivity
• Reader involvement

and acceptance
• Services offered

Disadvantages
•
•
•
•

Poor reproduction
Short life span
Lack of selectivity
Clutter

Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.

11


Categories of Newspaper Circulation 
Figures
City zone
• Composed of the city where the paper is published and
contiguous areas similar in character to the city
Retail trading zone
• Market outside the city zone whose residents regularly
trade with merchants within the city zone
All other areas
• Covers all circulation not included in the city or retail trade

zone
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.

12


Newspaper Rates
Standard Advertising Units (SAUs)
• Use column widths 2-1/16 inches wide with:
• Tabloid-size papers five columns wide
• Standard or broadcast papers six columns

• Used for national advertising

Column inch
• One inch deep by one column wide
• Rates are quoted per column inch
• Total space costs is calculated by multiplying the ad’s
number of column inches by the cost per inch
• Used for local advertising
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.

13


Rate Structures
Flat rates
• Offer no discount for quantity or repeated space buys

Open-rate structure
• Discounts are available based on frequency or bulk purchases of space
• Depend on the number of column inches purchased in a year

Run of paper (ROP)
• Paper can place the ad on any page or in any position it desires

Preferred position rate
• Allows advertisers to choose a specific section and/or position on a page

Combination rates
• Advertisers get a discount for using several newspapers as a group
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.

14