12-6 Business Publications Target Professions or Industries
12-7 Advantages of Magazines
Selectivity
Reproduction Quality
Creative Flexibility
Permanence
Prestige
Receptivity, Engagement
Services
12-8 City Magazines Offer Geographic Targeting
12-9 Reader’s Digest Promotes Its Regional Editions
12-1 Creative Flexibility
Bleed Pages
Creative Inserts Space
Gatefolds Pop-Ups
Cover Positions 12-1 Test Your Knowledge
An ad for California Almonds is a close-up view of
a swirl of white and milk chocolate topped with sliced almonds. The chocolate swirls extend to the very edge of the page. This ad is an example of a(n): A) Gatefold B) Bleed page C) Maximum coverage ad D) Overrun E) Total page ad
12-1 Smaller Ads Can Extend a Media Budget
12-1 Magazines Can Lend Prestige to a Brand
12-1 Comparing Media on Various Factors
12-1 Special Services Offered by Magazines
•Retailer alerts •Consumer research studies •Split runs •Personalized messages to tightly targeted audiences
12-1 Disadvantages of Magazines
Costs
Limited Reach
Limited Frequency
Long Lead Time
Clutter
Competition
12-1 Magazine Circulation
Primary Circulation
Total Guaranteed Audience Circulation
Controlled Circulation Circulation Verification
Pass-Along Readership 12-1 Readership and Total Audience
Readers per copy X circulation = Total Audience
12-1 Media Research Guides Advertisers
SRDS Data
Reader Data from Magazines
Syndicated Research Studies
12-2 Cost Elements of Advertising Space
Circulation
Size of the ad
Position in the publication
Editions chosen
Production requirements
Insertion number/frequency
Use of color
12-2 Magazine Costs and Networks
Advertising $$$
Time
News Newsweek Network
U.S. News & World Report
12-2 The Future for Magazines
Current Problems Potential Solutions
Declining revenues Stronger editorial platforms
Decreasing Better circulation mgmt
circulations
Failing publications Cross-magazine & media deals
Increasing costs Database marketing
Strong media Technology advances
competition Electronic delivery methods
12-2 Characteristics of Newspapers
• Still a major advertising medium • Account for nearly 18% of ad spending • Especially important to local retailers • Also used by national advertisers
12-2 Types of Newspapers
Daily National Special-audience Weekly Supplements
12-2 College Newspapers Effectively Reach Students
12-2 Test Your Knowledge
National advertisers tend to avoid weekly
newspapers because of: A) Their poor image B) Their high absolute cost C) Difficulties associated with purchasing and placing ads in them D) An overly broad geographic focus E) The large number of local ads they typically contain
12-2 Types of Newspaper Advertising
• Local (mostly retail)
Display Ads • National or general
Classified • Small items arranged by topic
Ads • Rates based on size, duration
Special Ads • Legal notices - public reports
and Inserts • Notices by people and/or organizations • Political ads • Circulars, catalogs, brochures
12-2 Newspaper Advantages and Limitations
Advantages Disadvantages Extensive penetration Low production quality
Flexibility Short life span
Geographic selectivity Lack of selectivity
Involvement, acceptance Clutter
Services offered Limited use of color
12-2 Ways To Break Through the Clutter
12-3 Newspaper Circulation Figures Other Other Zone Zone
City Zone
Retail Other Trading Zone Zone
12-3 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
12-3 The Newspaper National Network
12-3 Newspaper Advertising Rates
Standard Sales by Advertising Units Column Inch
One inch by 1 inch deep by
2 1/16 inches wide 1 column width
Fits in all newspapers
Column widths vary that use this format size
Column width affects ad
Simplifies rate quotes size, shape, cost
Simplifies production Complicated purchasing
process and placement process
12-3 Rate Structures and Terminology
Combination Rates
Open Rates Run-of-Paper [ROP]
Flat Rates Preferred Position
12-3 Test Your Knowledge
The Washington Post newspaper has been
involved in a deal with Newsweek magazine, whereby advertisers can purchase a package that includes ads in both media. This is an example of: A) A cross-magazine deal B) A cross-newspaper deal C) A cross-media buy D) Cooperative advertising E) A standard advertising unit buy
12-3 The Future of Newspapers
Competition Declining from other media circulation
