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Chapter 12
Evaluation of
Print Media:
Magazines and
Newspapers
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McGraw-Hill Education.
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
Farm publications
Business
publications
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McGraw-Hill Education.
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Advantages of Magazines
Selectivity
Reproduction quality
Creative flexibility
Permanence
Prestige
Consumer receptivity and engagement
Services
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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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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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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
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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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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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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
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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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