Chapter12-Evolution of Print Media
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This document provides an overview of print media, including newspapers, magazines, and other forms. It discusses the history and evolution of print media in India, highlighting some of the first newspapers published in various Indian languages. The document then focuses on different types of magazines, their target audiences and advantages, as well as characteristics of newspapers. It also covers topics like circulation figures, readership, costs of advertising, and the future of print media.
![Rate Structures and Terminology
Split Run Rates
Local Rates
Combination Rates
Open Rates
Flat Rates
National Rates
Preferred Position
Color Rates
General rates
Run-of-Paper [ROP]](https://image.slidesharecdn.com/chapter12-140924122016-phpapp02/85/Chapter12-Evolution-of-Print-Media-50-320.jpg)
Chapter12-Evolution of Print Media
- 1. Evaluation of Print Media 1 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
- 2. Introduction of Print Media • Print media is one of the oldest and basic forms of mass communication. • The contribution of print media in providing information and transfer of knowledge is remarkable. • Even after the advent of electronic media, the print media has not lost its charm or relevance.
- 3. Cond….. • Print media has the advantage of making a longer impact on the minds of the reader, with more in-depth reporting and analysis. • Since business in the form of advertisements in the print was also flourishing, the media enjoyed a great deal of financial comfort and provided jobs to tens of thousands of people across the globe.
- 4. Cond… • James Augustus Hickey is considered as the "father of Indian press" as he started the first Indian newspaper from Calcutta, the Calcutta General Advertise or the Bengal Gazette in January, 1780 and thus the history of Indian Print Media started from the very same year.
- 5. Cond…. • Samachar Darpan in Bengali proved to be the first newspaper in the Indian language and the first issue of this daily was published from the Serampore Mission Press on May 23, 1818. • On July 1, 1822 the first Gujarati newspaper the Bombay Samachar was published from Bombay, which is still extant. The first Hindi newspaper, the Samachar Sudha Varshan began in 1854.
- 6. Cond…. • After such invention this industry had never looked back. It flourished like a growing tree and within no time it became a high valued and influencing industry.
- 7. Print media Print media include such forms as- newspapers, magazines, newsletters, poster, etc.
- 8. Cond…. • Newspapers: Newspapers are the most popular forms of print media. Newspapers collect, edit and print news reports and articles. Ex: TOI, Business Standard, Gujarat Samachar. • Magazines: Magazines also offer advertisers an opportunity to incorporate various new techniques and ideas. Ex: CTO Forum(IT) - Monthly, Business Today(Business) - Weekly, Forbes India - Bimonthly.
- 9. Cond…. • Newsletters: Newsletters also form an important part of print media. These target a specific group of audience and give information on the product. EX: Nari Darpan- Women’s Studies and Development
- 10. Cond…. • Brochures: Brochures give detailed information about the product. These are mainly distributed at events or even at the main outlet when a consumer needs to read in detail about the product. Ex: ITC product brochure, hul product brochure.
- 11. Cond… • Posters: Posters are forms of outdoor advertising. The message in a poster has to be brief and eye catching as it a person on the move. Ex: Amul poster.
- 12. The Role of Magazines and Newspapers Not intrusive High-involvement Reader sets the pace Selective audience High readership
- 13. Magazine Target Markets Magazines are the most specialized of all advertising media. While some, such as Readers’ Digest and Newsweek, are mass-appeal magazines, most are targeted to a very specific audience. This slide shows examples of magazines that target specific businesses and industries, as well as individuals engaged in various professions. Business publications are important to marketers because they provide an efficient way of reaching the specific types of individuals who constitute their target market.
- 14. Classifications of Magazines The media research company Standard Rate & Data Service (SRDS), the primary reference source on periodicals for media planners, divides magazines into three broad categories, based on the audience to which they are directed CCoonnssuummeerr FFaarrmm BBuussiinneessss
- 15. Consumer Magazines Target Specific Interests Consumer magazines represent the major portion of the magazine industry, accounting for nearly two-thirds of all advertising dollars spent in magazines. Consumer magazines are best suited to marketers interested in reaching general consumers, as well to companies trying to reach a specific target market. This slide shows a cover of Transworld Snow Boarding, which is a magazine that targets serious snow boarders. The magazine’s editorial content also creates a very favorable advertising environment for skiing-related products and services.
- 16. Consumer Magazines Target Specific Interests Categories: News, Science, Sport, History, Product & Services
- 17. Top Magazines
- 18. Example of a Farm Publication Farm publications range from general interest publications aimed at all types of farmers, to those in specialized agricultural areas, such as poultry farming or cattle raising. There are about 300 publications tailored to nearly every possible type of farming or agricultural interest. This slide shows a cover of Beef magazine, which is targeted to cattle ranchers.
- 19. Example of a Farm Publication Indian Context
- 20. Business Publications Business publications are those magazines or trade journals published for specific businesses, industries, or occupations. Standard Rate and Data Service breaks down over 9,300 U.S. business publications into more than 220 market classifications. Major classifications include: •Specific professional groups, such as National Law Review for lawyers and Architectural Forum for architects •Industrial magazines, targeted to those in various manufacturing and productions industries. Examples are Iron and Steelmaker, Chemical Week, and Industrial Engineering. •Trade magazines, targeted to wholesalers, dealers, distributors, and retailers. Among them are Progressive Grocer, Drug Store News, Women’s Wear Daily, and Restaurant Business.
- 21. Cond…. • General business magazines, aimed at executives in all areas of business. Examples are Forbes, Fortune, and Business Week. • Healthcare publications, which target dental, medical, nursing, biotechnical sciences, and hospital administration.
- 23. Using College Magazines to Reach Students This shows a copy of The Daily Aztec, the newspaper published by students at San Diego State University, It is an example of a paper that is targeting college students. More than 1,300 colleges and universities publish newspapers that offer advertisers an excellent medium for reaching college students.
- 24. Advantages of Magazines •Selectivity.. the ability to reach a specific target audience. •Reproduction quality… high-quality paper stock and printing. •Creative flexibility… huge flexibility in terms of the type, size, and placement of advertising material. •Permanence… magazines remain in the home longer than any other medium. •Prestige… products gain prestige when advertised in publications with a favorable image. •Receptivity, engagement… studies show that consumers become involved with magazines when they read them. •Services… may include such things as sales assistance, research studies, split runs, selective binding, and personalized messages.
- 25. City Magazines Provide Geographic Targeting This shows the various city magazines published in major American cities. These magazines have experienced tremendous growth, as advertisers are able to focus on specific local markets that may be of interest to them. These publications also have a readership profile that appeals to marketers of upscale brands: high income, college educated, loyal, and influential in their communities.
- 26. Media Kits and Rate Cards This shows a page from the media kit for Reader’s Digest magazine. It lists the various regional editions available to advertisers.
- 27. Creative Flexibility ad extends to the edge of the paper, no margins or white space Creative IInnsseerrttss Space such as return cards, coupons, and product samples PPoopp--UUppss BBlleeeedd PPaaggeess Cover Positions Cover Positions Creative Space GGaatteeffoollddss fold outs that give an extra large spread three dimensional special ads that stand up when the page is opened special positions such as back, inside front, inside back advertisers purchase space units in certain combinations to increase impact
- 28. Smaller Ads Can Extend a Media Budget
- 29. Gaining Prestige A produce or service may gain from advertising in publications with a favorable image. For example, Good Housekeeping has a unique consumer policy which states that if a product bearing its famous seal is found to be defective within two years of purchase, the magazine will replace the product or refund the purchase price. The Good Housekeeping seal can increase consumer confidence in a particular brand and reduce the amount of perceived risk associated with a purchase.
- 30. Consumer Engagement The “Ideas that live beyond the page” campaign promotes the value of advertising in magazines. The “torn page” concept illustrates the point that magazine ads inspire consumers to take action. In other words, consumes use ideas from magazines to make purchases that improve results for advertisers.
- 31. Special Services Some magazines offer special services to advertisers, including: •Calling retailers to let them know a product is being advertised in an upcoming issue, and encouraging them to display or promote the item •Consumer research studies •Split runs, where two or more versions of an ad are printed in alternate copies of a particular issue of a magazine •Personalized messages to tightly targeted audiences via selective binding or ink-jet imaging The ad shown on this shows how Newsweek promotes the capabilities of ink-jet imaging for targeting advertising messages.
- 32. Disadvantages of Magazines •Costs… based on size of the audience and their selectivity. A full-page, four-color ad in Time magazine cost $256,000 in 2008. •Limited reach and frequency… not as effective as other media when it comes to reach and frequency. •Long lead time… most major publications have a 30- to 60-day lead time, and don’t allow changes after a specified date. •Clutter and competition… the more successful a magazine becomes, the more advertising it attracts, which leads to greater clutter.
- 33. Magazine Circulation Primary Circulation Primary Circulation Pass-Along Readership Pass-Along Readership Guaranteed Circulation Guaranteed Circulation Circulation Verification Circulation Verification number of individuals who receive a publication through subscription or store purchase Total Audience Total Audience primary circulation plus pass along readership Controlled Circulation Controlled Circulation the number of copies of the magazines that the publisher expects to sell. If this figure is not reached advertisers may be given a partial refund magazine circulations are audited by a copies are sent (free) to individuals who influence purchases primary subscriber or purchaser verification service gives a magazine to another person
- 34. Readership and Total Audience Readers per copy X circulation = Total Audience
- 35. Media Research Guides Advertisers SSRRDDSS MMeeddiiaa DDaattaa Ad Ad rates rates and and circulation circulation figures figures GGeenneerraall rreeqquuiirreemmeennttss Contact Contact & & Web Web site site information information MMeeddiiaa kkiittss AAuuddiitt ssttaatteemmeennttss Reader Data from Magazines Reader Data from Magazines DDeemmooggrraapphhiiccss FFiinnaanncciiaall pprrooffiillee LLiiffeessttyyllee iinnffoorrmmaattiioonn Product usage characteristics Product usage characteristics
- 36. Cost Elements of Advertising Space CCiirrccuullaattiioonn SSiizzee ooff tthhee aadd PPoossiittiioonn iinn tthhee ppuubblliiccaattiioonn EEddiittiioonnss cchhoosseenn PPrroodduuccttiioonn rreeqquuiirreemmeennttss IInnsseerrttiioonn nnuummbbeerr//ffrreeqquueennccyy UUssee ooff ccoolloorr
- 37. Magazine Costs and Networks TTiimmee Advertising Advertising $$$ $$$ News NNeewwsswweeeekk Network UU..SS.. NNeewwss && WWoorrlldd RReeppoorrtt News Network
- 38. The Future for Magazines DDeecclliinniinngg aadd rreevveennuueess--dduuee ttoo eeccoonnoommicic pprroobblelemmss aanndd ddeecclilnininingg rreeaaddeerrsshhipip SSttrroonnggeerr eeddiittoorriiaall ppllaattffoorrmmss--aappppeeaal l ttoo inintteerreessttss,, lilfifeessttyyleless,, aanndd cchhaanngginingg ddeemmooggrraapphhicicss Better circulation mgmt-to increase Better circulation mgmt-to increase oorr mmaaininttaainin ccirirccuulalattioionn Cross-Mag & media deals-two/more publishers offering their maga’s ad space as 1 package Cross-Mag & media deals-two/more publishers offering their maga’s ad space as 1 package Database marketing- more segmentation and niche strategies are available Database marketing- more segmentation and niche strategies are available Technological advances-allowing for personalized messages to tightly targeted audiences Technological advances-allowing for personalized messages to tightly targeted audiences OOnnllininee ddeelliviveerryy m meetthhooddss--ppuubblilcicaattioionnss aavvaailialabblele oonnlilninee Trends
- 39. Magazines Move Online Teenage girls and young women are one of the fastest-growing market segments in America, but they are becoming difficult to reach, particularly through print. They spend a lot more time listening to the radio or their iPods, watching TV, surfing the Internet, and chatting online than they do reading magazines. To capture this elusive audience, magazines such as Teen People, ElleGirl, and Teen Vogue now offer online versions of their publications. Conde Nast Publications, which owns Teen Vogue, Vogue, Glamour, Self, and Allure, recently launched a social Web site called flip.com. The site allows visitors to make “flip books,” which are multimedia scrapbooks of photographs, homemade music videos, and other postings.
- 40. Characteristics of Newspapers TThhee ddoommiinnaanntt aaddvveerrttiissiinngg vveehhiiccllee AAccccoouunnttss ffoorr 1188%% ooff aadd ddoollllaarrss AAbboouutt 11,,550000 ddaaiillyy ppaappeerrss iinn pprriinntt DDaaiillyyss rreeaadd bbyy 5544%% ooff aadduullttss MMaaiinn ccoommmmuunniittyy mmeeddiiuumm
- 41. Types of Newspapers •Daily – found in cities and larger towns, many of which have more than one. Daily newspapers are read by over 50% of adults each weekday, by 63% on Sundays, and can be further divided into morning, evening, or Sunday. •Weekly – they originate in small towns or suburbs and focus on events relevant to the local area. There are 6,700 weekly newspapers in the U.S., with an average circulation of 7,500. They appeal primarily to local advertisers. NNaattiioonnaall SSppeecciiaall--aauuddiieennccee SSuupppplleemmeennttss DDaaiillyy WWeeeekkllyy •National – have a national circulation, such as USA Today and The Christian Science Monitor. Competitive Media Reporting specifies that national newspapers are published at least five times per week, with no more than 67% of its distribution in any one area. More than 33% of the display ads must come from national advertising categories; more than 50% of total advertising must come from national advertisers. •Special-audience – published for particular groups, such as labor unions, professional organizations, industries, and religious groups. •Supplements – magazine type supplements that appear in the newspaper, such as Parade or USA Weekend
- 42. Types of Newspaper Advertising LLooccaall ((mmoossttllyy rreettaaiill)) NNaattiioonnaall oorr ggeenneerraall SSmmaallll iitteemmss aarrrraannggeedd bbyy ttooppiicc RRaatteess bbaasseedd oonn ssiizzee,, dduurraattiioonn LLeeggaall nnoottiicceess -- ppuubblliicc rreeppoorrttss NNoottiicceess bbyy ppeeooppllee,, oorrggaanniizzaattiioonnss PPoolliittiiccaall aaddss PPrreeppaarreedd sseeppaarraatteellyy bbyy aaddvveerrttiisseerrss DDiissppllaayy AAddss CCllaassssiiffiieedd AAddss PPuubblliicc NNoottiicceess Printed Inserts Printed Inserts
- 43. Parade is a Popular Sunday Supplement Preprinted inserts can be an effective way for advertisers to reach readers of newspapers and to target their ads to specific markets in large metropolitan areas. This slide shows an example of a large metropolitan newspaper, the San Diego Union Tribune, promoting its special insert services to advertisers. Many retailers use inserts such as circulars, catalogs, or brochures to shoppers in their particular trade areas. This collateral piece promotes how these inserts can be targeted to specific zip codes.
- 44. Newspaper Advantages and Limitations Advantages Disadvantages o Extensive penetration – high degree of market coverage o Flexibility – quick turnaround of running and producing the ads o Geographic selectivity – nationally and locally o Involvement, acceptance – consumers rely on newspapers for news, information, entertainment, and assistance in purchase decisions o Services offered – copy writing, merchandising, market studies o Poor reproduction quality – impacts the visual appeal of certain products (food, clothes) o Short life span – readership lasts less than a day o Lack of selectivity – newspapers reach broad consumer groups; it is difficult to target specific types of customers o Clutter – on average, 64% of a paper is devoted to advertising
- 45. Island Ads Break Through Clutter This shows an example of an island ad. Island ads are surrounded by editorial material or stock market quotes and are a good way to get noticed and break through clutter.
- 46. Newspaper Circulation Figures Other Zone Other Zone Other Zone City Zone Retail Trading Zone
- 47. Purchasing Newspaper Space • General rates –Advertisers are outside the newspaper’s designated market area – Includes national advertisers –Are up to 75% higher than local rates • Retail or local rates –Advertisers conduct business within the designated market
- 48. The Newspaper National Network The Newspaper National Network targets national advertisers in six low-use categories: automotive, cosmetics and toiletries, good, household products, liquor and beverages, and drugs and remedies. The network’s goal is to attract more advertising dollars from national advertisers in these categories by promoting the strategic use of newspapers and facilitating the purchase of newspaper space with the one order/one bill model.
- 49. Newspaper Advertising Rates Standard Advertising Units One inch by One inch by 2 1/16 inches wide 2 1/16 inches wide Fits in all newspapers that use this format size Fits in all newspapers that use this format size SSiimmpplliiffiieess rraattee qquuootteess Simplifies production Simplifies production process process Sales by Column Inch 1 inch deep by 1 column width 1 inch deep by 1 column width CCoolluummnn wwiiddtthhss vvaarryy Column width affects ad Column width affects ad size, shape, cost size, shape, cost Complicated purchasing and placement process Complicated purchasing and placement process
- 50. Rate Structures and Terminology Split Run Rates Local Rates Combination Rates Open Rates Flat Rates National Rates Preferred Position Color Rates General rates Run-of-Paper [ROP]
- 51. The Future of Newspapers Problems and issues Problems and issues Competition from other Competition from other media media Declining circulation Declining circulation Attracting and Attracting and retaining readers retaining readers Online delivery Online delivery Cross-media opportunities Cross-media opportunities Many newspapers will have to gear up to compete as direct marketers as well as respond to online sites for classified ads Many newspapers are responding to this issue by emphasizing readership measures and developing online versions of their papers Newspaper readership has been steadily declining for the past two decades. Many newspapers are redesigning their layouts, introducing new sections, and revising old ones to appeal to important market segments, such as women and young adults. the growth of the Internet and online services may erode print version newspaper readership, especially as the public becomes more comfortable with the idea of using the Internet to read books, magazines, and newspapers. Newspapers are banding together to offer national advertisers a package of newspapers so they don’t have to purchase space in individual papers
- 52. Attracting and Retaining Readers Some newspapers offer free classified ads as a way to attract and retain readers.
- 53. Attracting and Retaining Readers This ad is part of a campaign encouraging young people to read newspapers.
- 54. Attracting and Retaining Readers Most daily newspapers now offer online versions of their newspapers, thus capturing readers who prefer to get their news from Web sites. The San Diego Union Tribune also promotes its online editions to advertisers.
Editor's Notes
- #13: Relation to textThis slide relates to page 391 of the text. Summary OverviewThis slide shows the ways that magazines and newspapers differ from broadcast media. Specifically, they: Present detailed information that can be processed at the reader’s own pace Are not intrusive like radio and TV; they require some effort on the part of the reader for the advertising message to have an impact. (high-involvement media) Have high readership. Despite the growth of new media options, 84% of adults read magazines, and they read an average of 11 issues per month. Reach a selective audience, both in types of consumers and market segments. Use of this slideUse this slide to explain the role of magazine and newspapers in an advertiser’s media plan.
- #14: Relation to text This slide relates to material on p. 391 and Exhibit 12-1 of the text. Summary Overview Magazines are the most specialized of all advertising media. While some, such as Readers’ Digest and Newsweek, are mass-appeal magazines, most are targeted to a very specific audience. This slide shows examples of magazines that target specific businesses and industries, as well as individuals engaged in various professions. Business publications are important to marketers because they provide an efficient way of reaching the specific types of individuals who constitute their target market. Use of this slide This slide can be used to show the various types of business magazines available to advertisers wanting to reach specific types of consumers.
- #15: Relation to textThis slide relates to page 392 of the text. Summary OverviewThe media research company SRDS, the primary reference source on periodicals for media planners, divides magazines into three broad categories, based on the audience to which they are directed: Consumer Farm Business Each Category is then further classified according to the magazine’s editorial content and audience appeal. Use of this slideThis slide can be used to introduce the three broad categories into which magazines are classified.
- #16: Relation to text This slide relates to material on pp. 392-393 and Exhibit 12-2 of the text. Summary Overview Consumer magazines represent the major portion of the magazine industry, accounting for nearly two-thirds of all advertising dollars spent in magazines. Consumer magazines are best suited to marketers interested in reaching general consumers, as well to companies trying to reach a specific target market. This slide shows a cover of Transworld Snow Boarding, which is a magazine that targets serious snow boarders. The magazine’s editorial content also creates a very favorable advertising environment for skiing-related products and services. Use of this slide This slide can be used to show an example of a specialty magazine that is designed to reach a specific market segment. You might discuss how there are specialty magazines that reach nearly every type of interest or activity and provide a good way for marketers to reach these consumers.
- #18: Relation to text This slide relates to material on pp. 392-393 and Figure 12-1 of the text. Summary Overview This slide shows the top ten magazines in terms of subscriptions and single-copy sales. Magazines can also be classified by frequency; weekly, monthly, and bimonthly are the most common. Use of this slide This slide can be used to discuss the top magazines sold in the U.S. Most of them are consumer magazines with mass audience appeal. Thus, they are popular among advertisers of consumer products and services.
- #19: Relation to textThis slide relates to page 393 of the text. Summary Overview Farm publications range from general interest publications aimed at all types of farmers, to those in specialized agricultural areas, such as poultry farming or cattle raising. There are about 300 publications tailored to nearly every possible type of farming or agricultural interest. This slide shows a cover of Beef magazine, which is targeted to cattle ranchers. Use of this slide Use this slide to show an example of a farm publication, and explain that farm publications are not classified with business publications because historically farms were not perceived as businesses.
- #21: Relation to textThis slide relates to page 393 of the text. Summary OverviewBusiness publications are those magazines or trade journals published for specific businesses, industries, or occupations. Standard Rate and Data Service breaks down over 9,300 U.S. business publications into more than 220 market classifications. Major classifications include: Specific professional groups, such as National Law Review for lawyers and Architectural Forum for architects Industrial magazines, targeted to those in various manufacturing and productions industries. Examples are Iron and Steelmaker, Chemical Week, and Industrial Engineering. Trade magazines, targeted to wholesalers, dealers, distributors, and retailers. Among them are Progressive Grocer, Drug Store News, Women’s Wear Daily, and Restaurant Business. General business magazines, aimed at executives in all areas of business. Examples are Forbes, Fortune, and BusinessWeek. Healthcare publications, which target dental, medical, nursing, biotechnical sciences, and hospital administration. Use of this slideUse this slide to introduce the various categories into which business publications are divided.
- #23: Relation to textThis slide relates to page 393 of the text. Summary OverviewBusiness publications are those magazines or trade journals published for specific businesses, industries, or occupations. Standard Rate and Data Service breaks down over 9,300 U.S. business publications into more than 220 market classifications. Major classifications include: Specific professional groups, such as National Law Review for lawyers and Architectural Forum for architects Industrial magazines, targeted to those in various manufacturing and productions industries. Examples are Iron and Steelmaker, Chemical Week, and Industrial Engineering. Trade magazines, targeted to wholesalers, dealers, distributors, and retailers. Among them are Progressive Grocer, Drug Store News, Women’s Wear Daily, and Restaurant Business. General business magazines, aimed at executives in all areas of business. Examples are Forbes, Fortune, and BusinessWeek. Healthcare publications, which target dental, medical, nursing, biotechnical sciences, and hospital administration. Use of this slideUse this slide to introduce the various categories into which business publications are divided.
- #24: Relation to text This slide relates to material on pp. 389-390 of the text. Summary Overview This slide shows a copy of The Daily Aztec, the newspaper published by students at San Diego State University, It is an example of a paper that is targeting college students. More than 1,300 colleges and universities publish newspapers that offer advertisers an excellent medium for reaching college students. Use of this slide This slide can be used to show an example of a special audience newspaper. College newspapers such as this are an excellent way to reach college students for both local and national advertisers.
- #25: Relation to text This slide relates to material on pp. 393-402 of the text. Summary Overview Magazines have a number of advantages and disadvantages as an advertising medium. The advantages include: Selectivity.. the ability to reach a specific target audience. Reproduction quality… high-quality paper stock and printing. Creative flexibility… huge flexibility in terms of the type, size, and placement of advertising material. Permanence… magazines remain in the home longer than any other medium. Prestige… products gain prestige when advertised in publications with a favorable image. Receptivity, engagement… studies show that consumers become involved with magazines when they read them. Services… may include such things as sales assistance, research studies, split runs, selective binding, and personalized messages. Use of this slide This slide can be used to discuss the advantages of using magazines as an advertising medium. Despite the disadvantages of magazines, they have a considerable number of characteristics that make them an attractive medium for advertisers.
- #26: Relation to text This slide relates to material on p. 396 and Exhibit 12-5 of the text. Summary Overview This slide shows the various city magazines published in major American cities. These magazines have experienced tremendous growth, as advertisers are able to focus on specific local markets that may be of interest to them. These publications also have a readership profile that appeals to marketers of upscale brands: high income, college educated, loyal, and influential in their communities. Use of this slide This slide can be used to discuss the geographical selectivity of magazines. City and other regional magazines make it possible for advertisers to effectively target consumers in particular geographic areas. City magazines are also part of a network that makes it possible for advertisers to purchase an ad in all of these magazines with one contract.
- #27: Relation to text This slide relates to material on p. 397 and Exhibit 12-6 in the text. Summary Overview This slide shows a page from the media kit for Reader’s Digest magazine. It lists the various regional editions available to advertisers. Use of this slide This slide can be used as an example of the type of information provided by magazines in a media kit. Magazines provide prospective advertisers with media kits that contain information about the magazine such as editorial content, advertising rates, special issues, closing dates and mechanical requirements for ads as well as information about the publication’s readers. This information can be used by media planners and buyers in evaluating the magazine in terms of how well it reaches their target audience and in deciding whether they want to advertise in a specific issue.
- #28: Relation to text This slide relates to material on pp. 397-398 of the text, and Exhibit 12-7. Summary Overview This slide shows some of the special features and options that are available when advertising in magazines. Some magazines offer a variety of special options such as: Gatefolds – fold outs that give an extra large spread Bleed pages – ad extends to the edge of the paper, no margins or white space Pop-ups – three dimensional special ads that stand up when the page is opened Inserts – such as return cards, coupons, and product samples Cover positions – special positions such as back, inside front, inside back Creative space buys – advertisers purchase space units in certain combinations to increase impact Use of this slide This slide can be used to show the various special magazine options available to advertisers that can enhance the creative appeal of the ad and increase attention and readership.
- #29: Relation to text This slide relates to material on p. 398 and Exhibit 12-8 of the text. Summary Overview This slide shows examples of quarter page ads that were used by WD-40, an all purpose lubrication product. The quarter-page ads were run on consecutive pages within the same magazines with each ad mentioning different uses of the product. This strategy gives the company greater impact for its media dollars and is helpful in promoting the product’s variety of uses. Use of this slide This slide can be used to show an example of a creative space buy in a magazine. Some magazines let their advertisers buy space in certain combinations to increase the impact of their media budgets.
- #30: Relation to textThis slide relates to page 399 and Figure 12-9 of the text. Summary Overview A produce or service may gain from advertising in publications with a favorable image. For example, Good Housekeeping has a unique consumer policy which states that if a product bearing its famous seal is found to be defective within two years of purchase, the magazine will replace the product or refund the purchase price. The Good Housekeeping seal can increase consumer confidence in a particular brand and reduce the amount of perceived risk associated with a purchase. Use of this Slide Use this slide when discussing how the image and reputation of a magazine can impact the products and services advertised therein.
- #31: Relation to text This slide relates to material on pp. 399-400 and Figure 12-10 of the text. Summary Overview The “Ideas that live beyond the page” campaign promotes the value of advertising in magazines. The “torn page” concept illustrates the point that magazine ads inspire consumers to take action. In other words, consumes use ideas from magazines to make purchases that improve results for advertisers. Use of this slide This slide can be used to show that magazines are generally purchased because the information they contain interests the reader, and ads provide additional information that may be of value in making a purchase decision.
- #32: Relation to textThis slide relates to page 400 and Exhibit 12-10 of the text. Summary Overview Some magazines offer special services to advertisers, including: Calling retailers to let them know a product is being advertised in an upcoming issue, and encouraging them to display or promote the item Consumer research studies Split runs, where two or more versions of an ad are printed in alternate copies of a particular issue of a magazine Personalized messages to tightly targeted audiences via selective binding or ink-jet imaging The ad shown on this slide shows how Newsweek promotes the capabilities of ink-jet imaging for targeting advertising messages. Use of this Slide Use this slide to point out some of the special, value-add services that magazines sometimes offer to advertisers.
- #33: Relation to text This slide relates to material on pp. 393-402 of the text. Summary Overview Magazines have a number of disadvantages as an advertising medium, including: Costs… based on size of the audience and their selectivity. A full-page, four-color ad in Time magazine cost $256,000 in 2008. Limited reach and frequency… not as effective as other media when it comes to reach and frequency. Long lead time… most major publications have a 30- to 60-day lead time, and don’t allow changes after a specified date. Clutter and competition… the more successful a magazine becomes, the more advertising it attracts, which leads to greater clutter. Use of this slide This slide can be used to discuss the disadvantages of using magazines as an advertising medium.
- #34: Relation to text This slide relates to material on pp. 402-403 of the text. Summary Overview This slide shows a list of common magazine terms used in measuring circulation and readership. Media buyers evaluate magazines on the basis of their ability to deliver the advertiser’s message to as many people as possible in the target audience. To do this, they must consider the circulation of the publication as well as its total readership. Key circulation concepts include: Primary circulation – number of individuals who receive a publication through subscription or store purchase Guaranteed circulation – the number of copies of the magazines that the publisher expects to sell. If this figure is not reached advertisers may be given a partial refund Circulation verification – magazine circulations are audited by a verification service Pass-along readership – primary subscriber or purchaser gives a magazine to another person Controlled circulation – copies are sent (free) to individuals who influence purchases Total audience – primary circulation plus pass along readership Use of this slide This slide can be used to discuss the various magazine circulation concepts.
- #35: Relation to textThis slide relates to page 404 of the text. Summary OverviewAdvertisers are often interested in the number of people a publication reaches as a result of secondary (pass-along) readership. This occurs when the original purchaser gives a publication to another person, or when it is read in waiting rooms, beauty salons, airplanes, and so on. Total audience is calculated by multiplying the number of readers per copy by the circulation of an average issue. A magazine such as Time may have a circulation base of 3.3 million, but an audience guarantee of over 19 million, because it has a pass-along rate that yields up to six readers per copy. Total readership estimates are reported by major syndicated magazine research services, but media buyers view these numbers with suspicion. Use of this slideThis slide can be used as part of a discussion about the difference between primary readers and total audience.
- #36: Relation to textThis slide relates to pp. 404-405 of the text. Summary OverviewThe SRDS Media Solutions company maintains a proprietary database of standardized ad rates, circulation figures, dates, general requirements, contact information, links to online media kits, Web sites, and audit statements. Media planners are also interested in a match between the magazine’s readers and the advertisers’ target audience. Most magazines provide media planners with reports detailing readers’ demographics, financial profile, lifestyle, and product usage characteristics. Audience information is generally more limited for business publications, because the widely dispersed readership and nature of business publication readers make audience research more difficult. However, business magazines can provide the titles of individuals who receive their publication and the type of industry in which they work. Use of this slideThis ad can be used to discuss sources of information and audience research for magazine media buyers.
- #37: Relation to text This slide relates to the material on pp. 405-406. Summary Overview Magazine rates are primarily a function of circulation. Other variables include the size of the ad, its position in the publication, the particular editions (geographic, demographic) chosen, and special mechanical or production requirements, and the number and frequency of insertions. Use of this slide This slide can be used to begin a discussion on the cost elements and options available to advertisers when purchasing magazine advertising space.
- #38: Relation to text This slide relates to the material on p. 406 of the text. Summary Overview Magazine networks offer the advertiser the opportunity to buy space in a group of publications as a package deal. The publisher usually has a variety of magazines that can reach audiences with similar characteristics, as shown on this slide. Networks can also be publishers of a group of magazines with diversified audiences, or independent networks that sell space in groups of magazines published by different companies. Use of this slide This slide can be used to begin a discussion on buying advertising space in a group of publications as a package deal.
- #39: Relation to text This slide relates to material on pp. 406-409 of the text. Summary Overview This slide shows a list of issues and trends that are affecting the future of the magazine industry, including: Declining ad revenues – due to economic problems and declining readership Stronger editorial platforms – these type of magazines appeal to interests, lifestyles, and changing demographics and have attracted readers and advertisers Circulation management – important to increase or maintain circulation Cross-magazine and media deals – two or more publishers/media offering their magazine’s ad space as one package Database marketing – more segmentation and niche strategies are available Advances in technologies – allowing for personalized messages to tightly targeted audiences Electronic delivery – publications available online Use of this slide This slide can be used to discuss trends and developments affecting the magazine industry. Many of these issues relate to making magazine advertising more appealing to marketers.
- #40: Relation to text This slide relates to material on p. 409 of the text, and IMC Perspective 12-3, found on p. 410. Summary Overview Teenage girls and young women are one of the fastest-growing market segments in America, but they are becoming difficult to reach, particularly through print. They spend a lot more time listening to the radio or their iPods, watching TV, surfing the Internet, and chatting online than they do reading magazines. To capture this elusive audience, magazines such as Teen People, ElleGirl, and Teen Vogue now offer online versions of their publications. Conde Nast Publications, which owns Teen Vogue, Vogue, Glamour, Self, and Allure, recently launched a social Web site called flip.com. The site allows visitors to make “flip books,” which are multimedia scrapbooks of photographs, homemade music videos, and other postings. Use of this slide Use this slide to explain how magazines are migrating to the Internet in order to recapture lost audiences, particularly young women and girls.
- #41: Relation to text This slide relates to material on p. 409. Summary Overview This slide shows various characteristics of daily newspapers, which are the second major form of print media used by advertisers. As the slide shows, newspapers are the dominant advertising vehicle as they account for 18% of advertising revenue. There are nearly 1,500 daily newspapers in print and they are read by 54% of the adult population. Newspapers are also the main medium for most communities and most advertising dollars in papers is spent by local advertisers. Use of this slide This slide can be used to introduce newspapers and discuss the important role they play as an advertising medium.
- #42: Relation to text This slide relates to material on pp. 409-412 of the text. Summary Overview This slide shows the various classifications that can be used for newspapers. The classifications include: Publication frequency Daily – found in cities and larger towns, many of which have more than one. Daily newspapers are read by over 50% of adults each weekday, by 63% on Sundays, and can be further divided into morning, evening, or Sunday. Weekly – they originate in small towns or suburbs and focus on events relevant to the local area. There are 6,700 weekly newspapers in the U.S., with an average circulation of 7,500. They appeal primarily to local advertisers. Type National – have a national circulation, such as USA Today and The Christian Science Monitor. Competitive Media Reporting specifies that national newspapers are published at least five times per week, with no more than 67% of its distribution in any one area. More than 33% of the display ads must come from national advertising categories; more than 50% of total advertising must come from national advertisers. Special-audience – published for particular groups, such as labor unions, professional organizations, industries, and religious groups Supplements – magazine type supplements that appear in the newspaper, such as Parade or USA Weekend Use of slide This slide can be used to discuss various types and classification of newspapers as an advertising medium.
- #43: Relation to text This slide relates to material on p. 412 of the text. Summary Overview This slide shows the various types of newspaper advertising. The ads appearing in newspapers can be classified into these categories: Display ads – found throughout the newspaper, can be local or national Classified ads – ads arranged under subheads according to the product, service, or offering advertised Public notices – special ads regarding legal notices, organizations, etc. Printed inserts – they are printed by the advertiser and taken to the newspaper to be inserted before delivery Use of this slide This slide can be used to show the various types of newspaper advertising and the ways newspapers are used by various advertisers.
- #44: Relation to text This slide relates to material on p. 411 of the text and Exhibit 12-18. Summary Overview Preprinted inserts can be an effective way for advertisers to reach readers of newspapers and to target their ads to specific markets in large metropolitan areas. This slide shows an example of a large metropolitan newspaper, the San Diego Union Tribune, promoting its special insert services to advertisers. Many retailers use inserts such as circulars, catalogs, or brochures to shoppers in their particular trade areas. This collateral piece promotes how these inserts can be targeted to specific zip codes. Use of this slide This slide can be used to highlight the special insert services offered by many newspapers.
- #45: Relation to text This slide relates to material on pp. 414-415 of the text. Summary Overview This slide summarizes the advantages and disadvantages of newspapers as an advertising medium. Advantages Extensive penetration – high degree of market coverage Flexibility – quick turnaround of running and producing the ads Geographic selectivity – nationally and locally Involvement, acceptance – consumers rely on newspapers for news, information, entertainment, and assistance in purchase decisions Services offered – copy writing, merchandising, market studies Disadvantages Poor reproduction quality – impacts the visual appeal of certain products (food, clothes) Short life span – readership lasts less than a day Lack of selectivity – newspapers reach broad consumer groups; it is difficult to target specific types of customers Clutter – on average, 64% of a paper is devoted to advertising Use of this slide This slide can be used to discuss the advantages and disadvantages of newspapers.
- #46: Relation to text This slide relates to material on p. 415 and Exhibit 12-22 of the text. Summary Overview This slide shows an example of an island ad. Island ads are surrounded by editorial material or stock market quotes and are a good way to get noticed and break through clutter. Use of this slide This slide can be used to show an example of a creative technique know as an island ad.
- #47: Relation to text This slide relates to material on pp. 415-416 of the text. Summary Overview Newspaper circulation figures fall into three categories: The city zone… a market area composed of the city where the paper is published and contiguous areas similar in character to the city The retail trading zone… the market outside the city zone whose residents regularly trade with merchants within the city zone The “all other” category… covers all circulation not included in the city or retail trade zone. Both local and national advertisers consider the circulation patterns across the various categories when evaluating and selecting newspapers. Use of this slide Use this slide to discuss the categories into which circulation figures are broken, and why this might be important to media buyers who want to penetrate a particular market or trade area.
- #48: Relation to text This slide relates to material on p. 417 of the text. Summary Overview Newspapers have different rate structures for general or national advertisers versus local or retail advertisers. General advertising rates apply to advertisers outside the newspaper’s designated market area (DMA) and to any classification deemed by the publisher to be “general” in nature. Retail or local advertising rates apply to advertisers that conduct business or sell goods or services with the DMA. The rates paid by general advertisers are about 75% higher than those paid by local advertisers. Newspapers argue that the rates are justified because: They must pay a commission to the ad agencies and independent sales reps who solicit nonlocal advertising The ads are not placed on a regular basis Raising or lowering the rates has not effect on the volume of these ads Use of this slide Use this slide to point out the different in ad rate classifications and why newspapers feel they are justified in charging more for general ads.
- #49: Relation to text This slide relates to material on p. 412 and Exhibit 12-23 of the text. Summary Overview The Newspaper National Network targets national advertisers in six low-use categories: automotive, cosmetics and toiletries, good, household products, liquor and beverages, and drugs and remedies. The network’s goal is to attract more advertising dollars from national advertisers in these categories by promoting the strategic use of newspapers and facilitating the purchase of newspaper space with the one order/one bill model. Use of this slide Use this slide to point out that, regardless of how advertisers may complain about advertising rates, newspapers are still the best place to promote products and services.
- #50: Relation to text This slide relates to material on p. 418 of the text. Summary Overview Newspapers use columns of varying width. Some have six columns per page, while others have eight or nine. This results in a complicated production and buying process for national advertisers that purchase space in a number of newspapers. To address this problem, the newspaper industry switched to standard advertising units (SAUs) in 1984. All newspapers under this system use 2 1/16-inch wide columns, and regardless of how many there are, and ads are sold using a column-inch unit of measure. This allows national advertisers to prepare one ad and know that it will fit in every newspaper. Newspaper rates for local advertisers continue to be based on the column inch, which is 1 inch deep by 1 column wide. Column widths vary, depending on the page size of the newspaper and the number of columns into which it is divided. Use of this slide Use this slide to explain how newspapers measure and sell ad space.
- #51: Relation to text This slide relates to material on pp. 417-418 of the text. Summary Overview This slide summarizes the number of options and pricing structures available when purchasing newspaper space. Some of the rates offered include national, flat, open, combination, color, preferred position, split runs, run-of-paper and others. Use of this slide This slide can be used to discuss the various options for purchasing newspaper ad space. The cost of advertising ad space depends not only on the newspaper’s circulation but also on factors such as premium charges for color or special sections. The purchase process and rates paid for newspaper space differ for general and local advertisers.
- #52: Relation to textThis slide relates to material on pp. 418-421 of the text. Summary OverviewThis slide shows the major problems and issues newspapers must address in order to remain a dominant local advertising medium and to gain more national advertising: Competition from other media: Many newspapers will have to gear up to compete as direct marketers as well as respond to online sites for classified ads Declining circulation: Many newspapers are responding to this issue by emphasizing readership measures and developing online versions of their papers Cross-media opportunities: Newspapers are banding together to offer national advertisers a package of newspapers so they don’t have to purchase space in individual papers Attracting and retaining readers: Newspaper readership has been steadily declining for the past two decades. Many newspapers are redesigning their layouts, introducing new sections, and revising old ones to appeal to important market segments, such as women and young adults. Online delivery: the growth of the Internet and online services may erode print version newspaper readership, especially as the public becomes more comfortable with the idea of using the Internet to read books, magazines, and newspapers. Use of this slideUse this slide to discuss the problems and opportunities newspapers must face if they are to remain a dominant media.
- #53: Relation to textThis slide relates to material on pp. 418-421 of the text and Exhibit 12-25. Summary Overview Some newspapers offer free classified ads as a way to attract and retain readers. Use of this slide Use this slide to illustrate one of the tactics newspapers are using to attract and retain readers.
- #54: Relation to textThis slide relates to material on pp. 418-421 of the text and Exhibit 12-26. Summary Overview This ad is part of a campaign encouraging young people to read newspapers. Use of this slide Use this slide to illustrate one of the tactics newspapers are using to attract and retain young readers.
- #55: Relation to textThis slide relates to material on p. 421 of the text and Exhibit 12-27. Summary Overview Most daily newspapers now offer online versions of their newspapers, thus capturing readers who prefer to get their news from Web sites. The San Diego Union Tribune also promotes its online editions to advertisers. Use of this slide Use this slide to illustrate one of the tactics newspapers are using to capture online readers and advertisers.