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Chapter 12Evaluation of Print Media: Magazines

and Newspapers

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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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Classifications of Magazines

Consumer magazines Farm publications

Business publications

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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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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

• Composed of the city where the paper is published and contiguous areas similar in character to the city

City zone

• Market outside the city zone whose residents regularly trade with merchants within the city zone

Retail trading zone

• Covers all circulation not included in the city or retail trade zone

All other areas

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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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