Print Advertising

11-2

Class Objectives

Explain the pros and cons of magazine advertising Discuss the types of

magazines & advertisingDescribe how newspapers

are categorizedDefine the major types of newspaper advertising

Explain the pros and cons of newspaper advertising

Discuss print media rates

11-3

Selecting Media

Selecting the appropriate media mix for an advertiser requires 2 key skills:

Understanding the unique characteristics of the media alternatives

Determining which media will most efficiently and effectively reach the campaign’s target market

Media mix: the combination of media types that work together to most efficiently deliver an advertiser’s message.

11-4

Common Media Metrics

Reach FrequencyCPM (Cost per

Thousand)

How many people the medium reaches in a certain period

of time

Average number of times people are

exposed to medium in a period of time

The cost to reach a thousand people

11-5

Print Media

o Magazineso Newspaperso Directories (e.g. Yellow Pages)o Brochureso Coupon packetso Mailo Posters

11-6

Top US Magazines by Circulation

http://en.wikipedia.org/wiki/List_of_magazines_by_circulation

MAGAZINES

11-7

Magazine Advertising: Pros

Flexibility: The wide array of choices in magazine formats and coverage can reach any audience.

Color reproduction: High quality printing brings readers a positive visual experience of brands in ads.

Shelf life: Readers often keep magazines at least a month, so ads may be seen many times to allow more complete communication of the ad message.

Prestige: Esteemed magazines, like Time or Charlotte Magazine, can add to the impact of ads within them.

Audience targeting: Specialized magazines (Golf Digest) can pinpoint audiences effectively.

Pass-along readership: Several people might read one copy of a magazine.

American Baby cover: designsbygab.com TIME cover: jamespoling.com

11-8

Magazine Advertising: Cons

Long lead time: Deadlines often 2-3 months from publication, make calls to action difficult.

Cost inefficiency: Magazines have a high cost per reader and can be very costly if trying to reach a large audience.

Low frequency: Most magazines publish once per month at most.

Ad saturation: Many magazines have a higher percentage of advertising than editorial content.

Declining circulation: Fewer people are picking up magazines, making it harder for advertisers to reach large audiences with magazines.

Southern Living cover: magazinediscountcenter.com TIME cover: jamespoling.com

Top Magazine Advertisers U.S.

Magazines: Creative Possibilities

Magazine ad positions and sizes

BleedPages

Covers Inserts Gatefolds

11-11

Magazine Categories: Content

ConsumerFarm Business

Farm magazines c/o farmjournalmedia.com Business magazines c/o cheapmagazinesite.com

11-12

Magazine Categories: Reach

Local Regional National

Charleston magazine c/o charlestongolfguide.com ESPN magazine c/o sidneycrosbyspotlight.com

11-13

Magazine Categories: Size

Large Flat StandardSmall, pocket,

or digest

Cook’s Country c/o themomchef.blogspot.com National Geographic c/o reporter.blog.com

9 3/8” x 12 1/8”

7” x 10”6” x 8 1/2”

4 ½” x 6 ½”

11-14

Guaranteedvs. Delivered

Primaryand Secondary

Readership

Buying Magazines: Understanding Circulation

Rate base = circulation figure rates are based on

Guaranteed circulation = minimum copies publisher expects to be read

Delivered circulation = total number of magazines delivered to distribution outlets

* Circulation is audited by 3rd party organization.

Primary readership = number of people who buy the publication via subscription or newsstands

Secondary readership = pass-along readership, an estimate of how many people read an average issue (market research)

11-15

Subscriptionsand Vendor

Sales

Vertical vs.Horizontal

Buying Magazines: Understanding Circulation

Advertising Age c/o tipb.com Purchasing c/o en.wikipedia.org Newsstand c/o huffingtonpost.com

11-16

MerchandisingServices

Paid andControlledCirculation

Buying Magazines: Understanding Circulation

Audio Media c/o sceper.eu Food Network c/o adage.com

• Advance copies• Market research• Promotions• Etc.

11-17

Magazine Rates & Rate Cards

Calculating the CPM for Magazines

A magazine’s full-page rate is $10,000, and the publication has a circulation of 500,000.

Page rate(Circulation 1000)

= CPM

$10,000(500,000 1000)

= $20

11-18

Discounts for frequency or volume

Premiums for color, bleeds, covers or special

market editions

Factors Affecting Ad Rate

Magazine Rates & Rate Cards

11-19

AARP Magazine Rates

http://aarpmedia.org/rates_national

Reader’s Digest Magazine Rates

http://www.rdglobaladvertising.com/rates/rates.shtml?united_states_english

Examples of Magazine Rate Cards

Rating Exercise

11-21

NEWSPAPERS

Top US Newspapers by Circulation

http://en.wikipedia.org/wiki/List_of_newspapers_in_the_United_States_by_circulation

11-22

Newspaper Advertising: Pros

Mass, local medium: Newspapers reach a mass audience, often within a single market.

Credibility: Newspaper ads rank high among consumers in believability studies.

Timeliness: Deadlines are generally just a few days out, and news is read in one day.

Geographic targeting: Most newspapers offer zoned editions that target neighborhoods or small geographic regions.

Creative flexibility: An ad’s physical size and shape can vary to meet the advertiser’s need.

Reasonable cost: Lower CPM’s than magazines and other media.

Charlotte Observer c/o: newsdesigner.com

11-23

Newspaper Advertising: Cons

Short life span: Most newspapers are kept one day to one week.

Audience targeting: Newspapers reach broad, diverse groups of people.

Production quality: Newsprint produces a less impressive image than magazines and other print media.

Clutter: Several ads can be featured on a page with editorial content.

Declining circulation: Much readership has gone online.

Control over ad placement: Newspapers often don’t guarantee specific placement.

Photo c/o gawker.com

Top U.S. Newspaper Advertisers

11-25

Newspaper Categories: Frequency, Size

Charlotte Weekly c/o stirstudios.wordpress.com

Daily

Standard Size

Weekly

Tabloid Size

Column inch:

11-26

Newspaper Categories: Audience

EthnicBusiness/ Financial

Professions/ Groups

11-27

Newspapers: Types of Ads

Display ClassifiedPublic

NoticesPreprinted

Inserts

Retail Ads

Co-op Ads

Classified Displays

Obituaries

Weddings

Legal Notices

Grocery

Catalogs

Coupons

Sales fliers

Real Estate

Automotive

Employment

Advertorials

11-28

Newspaper Rates & Rate Cards

Local, National Rates

Factors Affecting Ad Rate

Discounts for Frequency or Volume

Open Rate, Contract & Short

RatesColor Rates

ROP RatesPremium

PositioningCo-Op Rates

11-29

Newspaper Orders

Insertion OrderAdvertiser or agency sends confirmation of ad placement

ProofWhen newspaper creates ad, advertiser opportunity to check it for accuracy

TearsheetsPhysical proof of ad publication

Column InchOne column wide x one inch tall, the unit of measure for newspaper ads

Rating Exercise