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Chapter 12
Evaluation of
Print Media:
Magazines and
Newspapers
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McGraw-Hill Education.
Magazines and Newspapers
 Appeal to nearly every specific consumer interest
and lifestyle
 Newspapers are primary source of product
information for many consumers
 Many people read a number of different magazines
each week or month for information or
entertainment
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McGraw-Hill Education.
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Magazines and Newspapers
 Newspapers and magazines need advertising
revenue to survive
 Consumer magazines generate 54% of their
revenues from advertising
 Newspapers generate 70% of their revenues from
advertising
 Print media must attract large numbers of readers
or a very specialized audience to be of interest to
advertisers
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McGraw-Hill Education.
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The Role of Magazines and
Newspapers
 Present detailed information that can be processed
at the reader’s own pace
 High-involvement media
 Magazines are the most specialized of all
advertising media
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McGraw-Hill Education.
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Classifications of Magazines
Consumer
magazines
Business
publications
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McGraw-Hill Education.
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Consumer Magazines
 Bought by general public for information or
entertainment
 Represent major portion of the magazine industry
 Possible to market to specialized markets through
magazines
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McGraw-Hill Education.
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Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
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Business Magazines
 Magazines or trade journals published for specific
businesses, industries or occupations
 Reach specific types of professionals with
particular interests and give them important
information relevant to their industry
 Good way for advertisers to reach the specific types
of individuals who constitute their target market
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McGraw-Hill Education.
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Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
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Advantages of Magazines
Selectivity
Reproduction quality (Lexus ad)
Creative flexibility (gatefolds and bleed pages)
Permanence
Prestige
Consumer receptivity and engagement
Services
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Creative flexibility
 Gatefolds enable an advertiser to make a striking
presentation by using a third page that folds out and
gives the ad an extra large spread.
 Bleed pages are those where the advertisement
extends all the way to the end of the page with no
margin of white space around the ad.
 Bleeds give the ad an impression of being larger
and make a more dramatic impact.
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McGraw-Hill Education.
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Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
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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
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McGraw-Hill Education.
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Disadvantages of Magazines
Costs
Limited reach and frequency
Long lead time
Clutter and competition
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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
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McGraw-Hill Education.
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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
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McGraw-Hill Education.
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Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
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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
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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
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McGraw-Hill Education.
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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
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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
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The Future of Newspapers
 Competition from other media
 Reduced circulation
 Attracting and retaining readers
 Online delivery and multiple platforms
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