Promotional StrategyMKT4230

Evaluating of Print Media

Patricia Knowles, Ph.D.

Associate ProfessorClemson University

1

2Promotional StrategyMKT4230 2

The Role of Magazines and NewspapersThese are the ways that magazines and newspapers differ from broadcast media.

TextbookPage 407

Not intrusive

High involvement

Reader sets the pace

Selective audience

High readership

3Promotional StrategyMKT4230 3

Magazines Target Specific MarketsThis visual shows magazines targeted to a specific industry or profession.

TextbookPage 407 / Exhibit 12 - 1

4Promotional StrategyMKT4230 4

Classifications of MagazinesThese are the three broad categories into which magazines are classified.

TextbookPages 408 - 409

Consumer Farm Business

5Promotional StrategyMKT4230 5

Consumer Magazines Target InterestsThis visual shows a cover of Transworld Snow Boarding, which is a magazine that targets serious snow boarders.

TextbookPage 409 / Exhibit 12 - 2

6Promotional StrategyMKT4230 6

Example of a Farm PublicationThis visual shows a cover of Beef magazine, which targets cattle ranchers.

TextbookPage 409 / Exhibit 12 - 3

7Promotional StrategyMKT4230 7

Business Publications Target Professionals or IndustriesThese are the categories into which business publications are divided.

TextbookPage 409

8Promotional StrategyMKT4230 8

Advantages of MagazinesThese are the advantages of using magazines as an advertising medium.

TextbookPage 409 - 417

Selectivity

Reproduction Quality

Creative Flexibility

Permanence

Prestige

Receptivity, Engagement

Services

9Promotional StrategyMKT4230 9

City Magazines Offer Geographic TargetingHere are the various city magazines published in major American cities.

TextbookPages 410 - 411

10Promotional StrategyMKT4230 10

Reader’s Digest Promotes Its Regional EditionsThis is a rate card for Reader’s Digest.

TextbookPages 410 - 411

11Promotional StrategyMKT4230 11

Creative FlexibilityThese are some of the special features and options that are available when advertising in magazines.

TextbookPages 412 - 414 / Exhibit 12 - 7

Pop-Ups

Bleed Pages

Cover Positions

InsertsCreative Space

Gatefolds

12Promotional StrategyMKT4230 12

Test Your KnowledgeAn 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

13Promotional StrategyMKT4230 13

Smaller Ads Can Extend a Media BudgetThese are examples of quarter page ads that were used by WD-40, an all purpose lubrication product.

TextbookPage 414 / Exhibit 12 - 8

14Promotional StrategyMKT4230 14

Magazines Can Lend Prestige to a BrandThis is the Good Housekeeping seal.

TextbookPages 414 – 415 / Exhibit 12 - 9

15Promotional StrategyMKT4230 15

Comparing Media on Various FactorsThis visual shows a comparison of media channels.

TextbookPage 416 / Exhibit 12 - 10

16Promotional StrategyMKT4230 16

Special Services Offered by MagazinesThese are some of the special, value-add services that magazines sometimes offer to advertisers:

• Retailer alerts

• Consumer research studies

• Split runs

• Personalized messages to tightly targeted audiences

TextbookPages 416 - 417

These are some of the disadvantages of using magazines as a advertising medium.

17Promotional StrategyMKT4230 17

Disadvantages of Magazines

TextbookPages 417 - 419

Limited Reach

Long Lead Time

Costs

Limited Frequency

Clutter

Competition

18Promotional StrategyMKT4230 18

Magazine Circulation This is a list of magazine terms used in measuring circulation and readership.

TextbookPages 419 - 421

PrimaryCirculation

Pass-AlongReadership

GuaranteedCirculation

CirculationVerification

TotalAudience

ControlledCirculation

19Promotional StrategyMKT4230 19

Readership and Total AudienceThis is the formula used to calculate Total Audience:

TextbookPage 421

Readers per copy X circulation = Total Audience

20Promotional StrategyMKT4230 20

Media Research Guides AdvertisersThese are the three primary sources of audience information and research.

TextbookPages 421 - 422

SRDS Data

Reader Data from Magazines

Syndicated Research Studies

21Promotional StrategyMKT4230 21

Cost Elements of Advertising SpaceThis is a list of elements that can increase (or decrease) the cost of advertising space.

TextbookPages 422 - 423

Circulation

Size of the ad

Position in the publication

Editions chosen

Production requirements

Insertion number/frequency

Use of color

22Promotional StrategyMKT4230 22

Magazine Costs and NetworksThis is how advertising dollars funneled through news networks can find their way into multiple publications.

TextbookPage 423

U.S. News & World Report

Time

NewsweekNews Network

Advertising $$$

23Promotional StrategyMKT4230 23

The Future for MagazinesThis is a list of issues and trends that are affecting the future of the magazine industry, as well as potential solutions.

TextbookPages 423 - 427

Increasing costs

Strong media competition

Decreasing circulations

Declining revenues

Failing publications

Database marketing

Technology advances

Better circulation mgmt

Stronger editorial platforms

Cross-magazine & media deals

Electronic delivery methods

Current Problems Potential Solutions

24Promotional StrategyMKT4230 24

Characteristics of NewspapersThe visual illustrates the importance of daily newspapers.

• Still a major advertising medium

• Account for nearly 18% of ad spending

• Especially important to local retailers

• Also used by national advertisers

TextbookPages 427 – 428 / Exhibit 12 - 16

25Promotional StrategyMKT4230 25

Types of NewspapersThese are the various types of newspaper classifications.

TextbookPages 427 - 430

Special-audience

National

Supplements

Daily

Weekly

26Promotional StrategyMKT4230 26

College Newspapers Effectively Reach StudentsThis visual shows a typical college newspaper.

TextbookPages 429 / IMC Perspective 12 - 3

27Promotional StrategyMKT4230 27

Test Your KnowledgeNational 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

28Promotional StrategyMKT4230 28

Types of Newspaper AdvertisingThese are the various types of newspaper advertising.

TextbookPages 430 - 432

• Local (mostly retail)• National or generalDisplay Ads

• Small items arranged by topic• Rates based on size, durationClassified Ads

• Legal notices - public reports• Notices by people and/or organizations• Political ads• Circulars, catalogs, brochures

Special Ads and Inserts

29Promotional StrategyMKT4230 29

Newspaper Advantages and LimitationsThis is a summary of the advantages and disadvantages of newspapers as an advertising medium.

TextbookPages 432 - 435

Extensive penetration

Flexibility

Geographic selectivity

Involvement, acceptance

Services offered

Advantages

Short life span

Low production quality

Clutter

Lack of selectivity

Limited use of color

Disadvantages

30Promotional StrategyMKT4230 30

Ways to Break Through the ClutterThis visual shows innovative shape-based ads.

TextbookPage 435 / Exhibit 12 - 22

31Promotional StrategyMKT4230 31

Newspaper Circulation FiguresThis visual illustrates the zones from which newspaper circulation figure are drawn.

TextbookPage 435 / Exhibit 12 - 22

Other Zone

Other Zone

Other Zone

City Zone

Retail Trading Zone

32Promotional StrategyMKT4230 32

Purchasing Newspaper SpaceNewspapers have different rate structures for general or national advertisers versus local or retail advertisers.

• 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

TextbookPage 437

33Promotional StrategyMKT4230 33

The Newspaper National NetworkThis is an ad by the Newspaper National Network, which encourages national advertisers to run their ads in newspapers.

TextbookPage 437 / Exhibit 12 - 23

34Promotional StrategyMKT4230 34

Newspaper Advertising RatesThese are the standard advertising units (SAUs).

TextbookPage 437 - 438

One inch by 2 1/16 inches wide

Fits in all newspapers that use this format size

Simplifies rate quotes

Simplifies production process

Standard Advertising Units

1 inch deep by 1 column width

Sales by Column Inch

Column widths vary

Column width affects ad size, shape, cost

Complicated purchasing and placement process

35Promotional StrategyMKT4230 35

Rate Structures and TerminologyThis is the newspaper rate structure terminology and other rate factors.

TextbookPage 438

Flat Rates

Open Rates

Combination Rates

Preferred Position

Run-of-Paper [ROP]

36Promotional StrategyMKT4230 36

Test Your KnowledgeThe 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

37Promotional StrategyMKT4230 37

The Future of NewspaperThese are the major problems and issues newspapers must address in order to remain a dominant local advertising medium and to gain more national advertising.

TextbookPages 438 - 441

Competition from other media Declining circulation

Attracting and retaining readersOnline delivery

Cross-media opportunities

Problems and issues

38Promotional StrategyMKT4230 38

Attracting and Retaining ReadersThis is an ad that is part of a campaign encouraging young people to read newspapers.

TextbookPage 440 / Exhibit 12 - 24