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Chapter Objectives • To examine the role of print media in the advertising program. • To analyze the strengths and limitations of magazines and newspapers as media. • To examine the various types of magazines and newspapers and the value of each. • To discuss how advertising space is purchased in magazines and newspapers, how readership is measured, and how rates are determined. © 2005 McGraw-Hill Ryerson Limited PRINT MEDIA • Magazines • Newpapers • Flyers and Inserts © 2005 McGraw-Hill Ryerson Limited Attributes of Print Media • Allow the presentation of detailed information which the reader can process at his or her own pace. • Print media are not intrusive, unlike TV and radio. • They are referred to as highinvolvement media. – Require effort on the part of the reader for the message to have an impact. © 2005 McGraw-Hill Ryerson Limited Consumer Magazines • Major portion of the magazine industry, accounts for nearly 2/3 of magazine ad $. • Consumer magazines can be classified by: – General interest – Distribution – Frequency © 2005 McGraw-Hill Ryerson Limited Farm Publications • There are about 86 publications tailored to nearly every possible type of farming or agriculture. – Ex. Ontario Milk Producer, Ontario Produce Farmer © 2005 McGraw-Hill Ryerson Limited Business Publications Major categories include: 1. 2. 3. 4. Magazines directed at specific professional groups. Industrial magazines directed at businesspeople in various manufacturing and production industries. Trade magazines targeted to wholesalers, dealers, distributors, and retailers. General business magazines aimed at executives in all areas of business. © 2005 McGraw-Hill Ryerson Limited Strengths of Magazines Creativity for Cognitive and Emotional Responses Geographic Coverage Target Audience Selectivity Permanence Media Image Selective Exposure and Attention © 2005 McGraw-Hill Ryerson Limited © 2005 McGraw-Hill Ryerson Limited © 2005 McGraw-Hill Ryerson Limited © 2005 McGraw-Hill Ryerson Limited © 2005 McGraw-Hill Ryerson Limited Limitations of Magazines Absolute Cost and Cost Efficiency Reach and Frequency Long Lead Time Target Audience Coverage Clutter © 2005 McGraw-Hill Ryerson Limited Magazine Advertising Rates Cost Depends On… Circulation Size and Position of Ad Particular Editions Chosen Special Mechanical or Production Requirements Number and Frequency of Insertions Whether Circulation is Controlled or Paid © 2005 McGraw-Hill Ryerson Limited How to Buy Magazine Advertising Space Sold on the Basis of Units of Space Black and White vs. Colour Frequency © 2005 McGraw-Hill Ryerson Limited Magazine Audience Measurement - PMB • Print Measurement Bureau – PMB – Non-profit Canadian industry association of advertisers, print magazine publishers, and advertising agencies. – Mandate is to collect readership information for print magazines. – Foremost research is the PMB study. © 2005 McGraw-Hill Ryerson Limited Evaluation of Newspapers Types of Newspapers Daily Newspapers Community Newspapers National Newspapers Special Audience Newspapers Newspaper Supplements © 2005 McGraw-Hill Ryerson Limited Types of Newspaper Advertising Local (Mostly Retail) Display Ads General (Often National) Paid Reading Notices (Editorial Look) Small Items Arranged by Topic Classified Ads Rates Based on Size, Duration Classified Display - Combination Legal Notices - Public Reports Public Notices Notices by People, Organizations Financial Reports Printed Inserts Prepared Separately by Advertisers © 2005 McGraw-Hill Ryerson Limited Strengths of Newspapers Reach and Frequency Scheduling Flexibility Geographic Coverage Reader Involvement and Amount of Processing Time Media Image Creativity for Cognitive Responses Absolute Cost and Cost Efficiency Target Audience Coverage © 2005 McGraw-Hill Ryerson Limited Limitations of Newspapers Creativity Impact for Emotional Responses Selective Exposure and Poor Attention Target Audience Selectivity Clutter © 2005 McGraw-Hill Ryerson Limited © 2005 McGraw-Hill Ryerson Limited © 2005 McGraw-Hill Ryerson Limited © 2005 McGraw-Hill Ryerson Limited Newspaper Advertising Rates • Cost of advertising space depends on factors like circulation, premium charges for colour in a special section, or discounts available. • National rates can be about 15% higher than local rates. © 2005 McGraw-Hill Ryerson Limited Buying Newspaper Advertising Space Sold By: •Agate Line •Column Width Position: •ROP •Preferred © 2005 McGraw-Hill Ryerson Limited Newspaper Readership By Age Figure 11-5 © 2005 McGraw-Hill Ryerson Limited Newspaper Audience Measurement NADbank • Newspaper, advertising agency, and advertiser members. • Mandate: Publish audience research information of Canadian newspapers. ComBase • Administers audience measurement for CCNA. • Study is also named ComBase. • Similar composition and mandate as NADbank. – Provide valid readership information to facilitate buying and selling of newspaper ad space. © 2005 McGraw-Hill Ryerson Limited Quote of the day A magazine is simply a device to induce people to read advertising. • James Collins (professor, writer) © 2005 McGraw-Hill Ryerson Limited