Chapter 10 by rM4xIRHL

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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

•   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

								
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