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chapter
11
Print Advertising
McGraw-Hill/Irwin
Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
11-3
Chapter 11 Objectives
Explain the advantages &
disadvantages of magazine
advertising
Discuss the various ways
to analyze a
magazine circulation
Describe how newspapers
are categorized
Define the major types of
newspaper advertising
Explain the advantages &
disadvantages of newspaper
advertising
Discuss how rates are
determined for print media
Describe how new
technologies are impacting
traditional print media
Explain the unique roles
played by directory and Yellow
Page advertising
11-4
Selecting Media
Two Key Skills
Understanding the unique characteristics
of the various media alternatives
Determining which medium will most
efficiently and effectively reach the
campaign’s audience
11-5
Using Magazines in the
Creative Mix: Pros and Cons
Top 10 U.S.
magazine
advertisers
11-6
Using Magazines in the
Creative Mix: Possibilities
Bleed
Pages
Covers
Inserts
Gatefolds
Magazine ad positions and sizes
Insert ex. 15-2, p. 483
Ad position, size and shape
Position = centered horiz., 3.2” vertical
Size = 7.11” WIDE
Resolution: 300 dpi
11-7
Using Magazines in the
Creative Mix: Categories
By Content
By Reach
By Size
Consumer
Farm
Business
Local
Regional
National
Large
Flat
Standard
Small,
pocket,
or digest
11-8
Buying Magazine Space
Guaranteed
vs. Delivered
Primary
and Secondary
Readership
Understanding
Circulation
Merchandising
Services
Paid and
Controlled
Circulation
Vertical vs.
Horizontal
Subscriptions
and Vendor
Sales
11-9
Buying Magazine Space
Cost per thousand:
Page rate
= CPM
(Circulation ÷ 1,000)
Factors Affecting Ad Rate
Discounts for frequency
or volume
Premiums for color,
bleeds, covers or special
market editions
Print Media-Buying Software
11-10
Using Newspapers in the
Creative Mix
Top 10
newspaper
advertisers in
the United
States
11-11
Using Newspapers
in the Creative Mix
Village Voice ad
for nonsubscribing
readers
Who uses newspapers?
54% of adults read daily papers
Each section read by 2/3 of readers
55 million newspapers sold daily
$46.7 billion spent on ads in 2004
11-12
Using Newspapers in the
Creative Mix: Categories
By Frequency
By Size
By Audience
Daily
Weekly
Standard
Tabloid
SAU System
Ethnic
Business/
Financial
Groups/
Professions
11-13
Using Newspapers in the
Creative Mix: Types of Ads
Ad for Publix
Supermarkets
promotes the
everyday activity
of grocery
shopping
Insert photo 15.13, p. 496
Publix ad
Position = 2.9” horiz., 1.5” vertical
Size = 5.7” WIDE
Resolution: 300 dpi
11-14
Using Newspapers in the
Creative Mix: Types of Ads
Display
Classified
Reading
Notices
Classified
Displays
Co-op
Programs
Public
Notices
Preprinted
Inserts
Obituaries
Catalogs
Weddings
Brochures
Legal Notices
Coupons
Mail-Back
Devices
11-15
Buying Newspaper Space
Local vs.
National
Rates
Split Runs
Flat and
Discount
Rates
Understanding
Circulation
ROP
vs. Preferred
Position
Color
Short Rate
Combination
Rates
Co-ops and
Networks
Insertion Order
Proof Copy
Tearsheets
11-16
Directories and Yellow Pages
Directories
List who
does what
Have long
shelf-life
Can target
specific
audience
Yellow pages
Account for 85% of directory market
Sold on an annual basis
Fourth-largest ad medium
Often the sole advertising medium for local businesses