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Chapter 10
Print Media
Chapter Objectives
• To examine the structure of the magazine and
newspaper industries and the role of each
medium in the advertising program.
• To analyze the strengths and limitations of
magazines and newspapers as advertising media.
Chapter 10 : Print Media
Chapter Objectives
• To examine the various types of magazines and
newspapers and the value of each as an
advertising medium.
• To discuss how advertising space is purchased in
magazines and newspapers, how readership is
measured, and how rates are determined.
Chapter 10 : Print Media
Chapter Objectives
• To consider future developments in magazines
and newspapers and how these trends will
influence their use as advertising media.
Chapter 10 : Print Media
Classifications of Magazines
• Consumer magazines
– Bought by the general public
– Marketers reach general consumers of products and
services, also companies trying to reach a specific
target market
• Farm publications
– Directed to farmers and their families
Chapter 10 : Print Media
Classifications of Magazines
• Business publications
– Professional group magazines
• Target specific professional groups
• Industrial magazines
– Target businesspeople in manufacturing and production
industries
Chapter 10 : Print Media
Strengths of Magazines
• Selectivity
– Ability to reach a specific target audience
– High demographic and geographic selectivity
• Reproduction quality
– Printed on high quality paper, generally provide
excellent reproduction in black & white or color
Chapter 10 : Print Media
Strengths of Magazines
• Creative flexibility
– Gatefolds: third page that folds out
– Bleed pages: extend ad all the way to end of page with
no margin
• Permanence
– Long life span
– Exposure to ads multiple times
Chapter 10 : Print Media
Strengths of Magazines
• Prestige
• Consumer receptivity and involvement
– Non-intrusive and can be ignored
Chapter 10 : Print Media
Limitations of Magazines
• Costs
– Absolute vs. Relative costs
• Limited reach and frequency
– Thin penetration of households
Chapter 10 : Print Media
Limitations of Magazines
• Long lead time
– Most have 30-90 day lead time
– Space must be purchased well in advance
• Clutter and competition
– More successful a magazine becomes, more ads it
attracts
Chapter 10 : Print Media
Magazine Circulation
and Readership
• Circulation
– The number of individuals who receive publication
– Audit bureau of circulations (ABC)
– Controlled circulation: publisher sends free copies to
those who can influence the company’s purchases
Chapter 10 : Print Media
Magazine Circulation
and Readership
• Readership
– Pass-along readership: primary subscriber or purchaser
gives to another person
– Total audience (readership): readers per copy multiplied
by circulation of average issue
Chapter 10 : Print Media
Magazine Audience Measurement
(PMB)
• Print measurement bureau:
– Collect readership information , PMB study
– Canada’s primary source for print and non-print media
exposure, as well as for responses to survey questions
– In-home interview
– Individual firms can re-contact respondents to ask
specific questions
Chapter 10 : Print Media
Magazine Advertising Rates
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•
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Primarily a function of circulation
The greater the circulation, the higher cost of ad
Sold on the basis of space units
Other variables: size of ad, position in magazine,
particular edition, special requirements, frequency
of ad and whether circulation of magazine is paid
for or free
Chapter 10 : Print Media
The Future of Magazines
• Stronger editorial platforms
• Circulation management
• Niche marketing
Chapter 10 : Print Media
The Future of Magazines
• Advances in technology
– Selective binding: allows the creation of hundreds of
different copies of magazine (target specific groups)
– Ink-jet imaging: reproduces a message by projecting
ink onto paper rather than using mechanical template ,
personalize message
• Online delivery methods
Chapter 10 : Print Media
Types of Newspapers
• Daily newspapers
– Published each weekday
– Found in large cities and larger towns, many have more
than one
• Community newspapers
– Published weekly
– In small towns or suburbs where the volume of news
and advertising cannot support a daily newspaper
Chapter 10 : Print Media
Types of Newspapers
• Specific audience newspapers
– Specialized editorial content, published for specific
groups
• Newspaper supplements
– Some papers include magazine-type supplements
Chapter 10 : Print Media
Types of Newspapers
• National newspapers
– 2 in Canada: the national post and the globe and mail
– Daily publications and have editorial content with a
national appeal
Chapter 10 : Print Media
Types of Newspaper Advertising
• Display advertising
– Local advertising: ads placed by local organizations,
businesses and individuals, mostly retail
– National or general advertising: done by marketers of
branded products or services that are sold on a
national or regional level
• Classified ads
– Arranged under subheads according to product,
service or offering being advertised
Chapter 10 : Print Media
Types of Newspaper Advertising
• Special ads and inserts
– Variety of government and financial reports and
notices, and public notices of changes in business or
personal relationships
– Political or special interest ads
– Preprinted inserts
Chapter 10 : Print Media
Strengths of Newspapers
• Extensive penetration
– High degree of market coverage
– High level of frequency
• Flexibility
– Ads can be written, laid out and prepared in a matter of
hours
– Excellent medium for current events or presenting
timely information
Chapter 10 : Print Media
Strengths of Newspapers
• Geographic selectivity
– Feature products on a market-by-market basis
– Respond and adapt campaigns to local market
conditions
– Tie into more retailer promotions
Chapter 10 : Print Media
Strengths of Newspapers
• Reader involvement and acceptance
– Many consumers buy magazine because of advertising
it contains
• Services offered
– Assist small companies
Chapter 10 : Print Media
Limitations of Newspapers
• Poor reproduction
– Coarse paper stock and absence of extensive color
limits the quality of most ads
• Short life span
– Generally kept less than a day
Chapter 10 : Print Media
Limitations of Newspapers
• Lack of selectivity
– Not selective in terms of demographics or lifestyle
characteristics
• Clutter
– Creative options are limited, difficult to break through
clutter without using costly measures
– Island ads: ads surrounded by editorial material
Chapter 10 : Print Media
Newspaper Circulation and
Readership
• Circulation
– Circulation figures broken down into three categories:
• City zone- area where paper is published and similar areas
• Retail trading zone- outside the city zone whose merchants
regularly trade within the city zone
• All other areas- all circulation not included in other two zones
• Readership
Chapter 10 : Print Media
Newspaper Audience Measurement
(NADbank)
• Newspaper audience data bank inc.
– Comprised of newspaper, advertising agencies and
advertiser members.
– Publishes audience research information of Canadian
daily newspapers.
– Purpose of research is to provide its members with
valid readership information to facilitate the buying and
selling of newspaper ad space.
Chapter 10 : Print Media
Newspaper Advertising Rates
• Depends on the circulation and whether the
circulation is paid or free
• Also depends on premium charges for color in
special sections and discounts
• Sold by agate line and column width
Chapter 10 : Print Media
Newspaper Advertising Rates
• Rates
– Run of paper- the paper can place ad on page or any
position it desires
– Preferred position rate- pay a higher price to ensure ad
is in desired position
Chapter 10 : Print Media
Future of Newspapers
• Problems to be addressed:
– Competition from other advertising media
• Local and national advertisers’ budgets
• Loss of advertising due to direct marketing and telemarketing
• Declining readership
– Growth of the internet and online services
– Many newspapers are now available online
Chapter 10 : Print Media