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Chapter 9

Print Media

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Learning Objectives

Learn about newspaper, magazine, outdoor and transit advertising as well as directory advertising in terms of the overall trend, advantages and disadvantages as an advertising carrier.

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Print MediaDecreased ad volume (2000): NP-$49,050M (20.2%), Mag-$12,370M (5.1%)TV-$59,231M (24.3%), Radio-$19,295 (7.9%)

TV surpassed NP in 1995.

Larger revenues for combined print categories than combined broadcast categories

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Print Media

People tend to trust print more than broadcast and absorb it more carefully.

Declines in daily readership of newspapers are tapering off and Sunday readership is high.

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Newspaper Industry

ConsolidationTechnology implementation To improve reproduction, sound, movement, and

color. Industry has tried to match the advantages of :

magazines and radio (market selectivity-e.g.,Some now target specific niches such as the Hispanic population with special inserts) and,

television (total market coverage-e.g., interactive edition).

Most significant changes are in the adoption of online technology and database marketing.

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Frequency of Frequency of PublicationPublication

Daily or Weekly

SizeSize

Tabloid or Broadsheet

CirculationCirculation

Number of NewspapersSold

Classification of NewspapersNewspapers Can Be Classified by Three Factors:

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Newspaper Advertising (Tab. 9.3)

Advantages Range of market

coverage Comparison

shopping Positive

consumer attitudes

Flexibility Interaction of

national & local

Disadvantages Short life span Clutter Limited

coverage of certain groups

Product criteria Poor

reproduction

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Audiences

ConsumerBusiness

Farm

Audiences

ConsumerBusiness

Farm

Geography

Cities orRegions of the Country

Geography

Cities orRegions of the Country

Demographic

AgeIncome

Occupation

Demographic

AgeIncome

Occupation

EditorialContent

EditorialWomenShelter

BusinessSpecial Interest

EditorialContent

EditorialWomenShelter

BusinessSpecial Interest

Classification of Magazines

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Physical Characteristics

Size of aMagazine

Most 8.5 x 11or 6 x 9

Physical Characteristics

Size of aMagazine

Most 8.5 x 11or 6 x 9

Distribution& Circulation

Traditional orNontraditional

Delivery

Controlled orPaid

Circulation

Distribution& Circulation

Traditional orNontraditional

Delivery

Controlled orPaid

Circulation

Readers ofMagazines

92% ofAdults Read

At LeastOne Magazine

a Month

Readers ofMagazines

92% ofAdults Read

At LeastOne Magazine

a Month

Classification of Magazines

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Magazine Characteristics

Measuring Magazine ReadershipRates are Based on Number of Readers

Magazine Circulation is Number of Copies of an Issue Sold,Not the Readership of Publication.

Advertising in MagazinesValuable Medium for Reaching Many Demographic Groups

TechnologyEnables Magazines to Distinguish Themselves:

Selective Binding, Ink-Jet Printing, Desktop Publishing

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Format of MagazinesFormat characteristics: First cover page – front cover Second cover page – inside front cover Third cover page – inside back cover Fourth cover page – back cover Gutter – white space between the pages running

along inside edge of the page Bleed – page without outside margins Gatefold – two or more connected pages Fractional page space – spaces in which a page

can be broken into

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Magazine Advertising (Tab. 9.5)

Advantages Disadvantages

Target AudiencesTarget Audiences

Audience ReceptivityAudience Receptivity

Long Life SpanLong Life Span

FormatFormat

Visual QualityVisual Quality

Sales PromotionSales Promotion

Limited FlexibilityLimited Flexibility

Lack of ImmediacyLack of Immediacy

High CostHigh Cost

DistributionDistribution

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Using Print MediaMagazine circulation Primary circulation (in-home readers):

Subscription + news stand (a single copy circul.) A basis for rate structure

Secondary circulation (out-of-home readers) Paid circulation v. controlled circulation Guaranteed circulation v. verified circulation ABC (Audit Bureau of Circulations) Total audience=readers per copy x circulation of

an average issue

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Out-of-Home Advertising

Includes everything from billboards, hot-air balloons, painted buses & walls, telephone kiosks, to airport terminal displays.Out-of-home advertisers target specific people with specific messages at a time when they are most susceptible to their impact. i.e. sign at telephone reminds you to make dinner reservations.Estimates are that $1.8 billion is spent on this media form.

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Two Kinds of Commercially Sold BillboardsTwo Kinds of Commercially Sold Billboards

PaintedBulletins

Painted BulletinsOn RemovablePanels that AreAttached to the

BillboardFrame.

PosterPanels

Printed ThenApplied on Existing

Boards.Dominant VisualWith Minimum

Copy.

Outdoor Advertising

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Outdoor AdvertisingBuying Outdoor Space Industry uses a system based on gross rating points

(GRP). Provides a standard unit for space sales based on

quantifiable number of exposures. Exposure occur when a person sees the outdoor

advertising message.

The Audience Surveys aim (1) to measure respondents’ actual

frequencies of exposure, and (2) to relate these frequencies to respondents’ demographic characteristics and travel behavior.

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Outdoor Advertising (Tab. 9.7)

Advantages Impact Strategy Message Cost Long Life

Disadvantages Message Exposure Criticism Availability

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Transit AdvertisingUses vehicles such as buses, taxis, and trucks to carry messages.Also includes posters seen in bus shelters and train, airport, and subway stations.Types of transit advertising Interior – seen by people riding insides buses,

etc.Exterior – mounted on sides, rear, and top of

these vehicles.

Kiosks are designed for public posting of notices and advertisements.

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DirectoriesBooks that List Names of People or Companies, Their Phone Numbers,

and Their Addresses

DirectoriesBooks that List Names of People or Companies, Their Phone Numbers,

and Their Addresses

Yellow Pages AdvertisingLists all Local and Regional Businesses That Have a Telephone

Number

Yellow Pages AdvertisingLists all Local and Regional Businesses That Have a Telephone

Number

AudienceYoung to Middle-Aged, Well-Educated, Professional, Or

Managerial, Living in Metropolitan Suburban Area, High Income

AudienceYoung to Middle-Aged, Well-Educated, Professional, Or

Managerial, Living in Metropolitan Suburban Area, High Income

Directories

Audiotext & Online DirectoriesDial a Number and Listen to Stored Information

Database Accessed by Computer

Audiotext & Online DirectoriesDial a Number and Listen to Stored Information

Database Accessed by Computer

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Highly TargetedHighly Targeted

CostCost

FlexibilityFlexibility

StrategyStrategy

Long LifeLong Life

ClutterClutter

MessageMessage

AccessibilityAccessibility

PermanencePermanence

Directory Advertising (Tab. 9.8)

Advantages Disadvantages

Consumers’ Expectations for Packaging

• Ease (to handle and store)

• Convenience

• List ingredients

• Instructions

• Life o f product

• Disposal method

• Toll-free phone number for emergencies

• Performance guarantees

• Safety guarantees

• Environmental safety (biodegradability)

• Reusable

• Recyclable

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Review

Learn about newspaper, magazine, outdoor and transit advertising as well as directory advertising in terms of the overall trend, advantages and disadvantages as an advertising carrier.