evaluation of print media - banhbeo's blog | chia sẻ suy ... · advantages of magazines...
TRANSCRIPT
![Page 1: Evaluation of Print Media - Banhbeo's blog | Chia sẻ suy ... · Advantages of Magazines ¾Selectivity ¾Reproduction Quality ¾Creative Flexibility ¾Permanence ¾Prestige ¾Receptivity,](https://reader031.vdocument.in/reader031/viewer/2022022015/5b579c117f8b9a022e8dda8a/html5/thumbnails/1.jpg)
Evaluation of Print MediaEvaluation of Print Media
12
McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.
![Page 2: Evaluation of Print Media - Banhbeo's blog | Chia sẻ suy ... · Advantages of Magazines ¾Selectivity ¾Reproduction Quality ¾Creative Flexibility ¾Permanence ¾Prestige ¾Receptivity,](https://reader031.vdocument.in/reader031/viewer/2022022015/5b579c117f8b9a022e8dda8a/html5/thumbnails/2.jpg)
Classifications of Magazines
By ContentBy ContentConsumer MagazinesFarm MagazinesBusiness Magazines
Professional Group MagazinesIndustrial MagazinesTrade MagazinesGeneral Business MagazinesHealth Care magazines
By SizeLargeFlatStandardSmall or Pocket
By GeographyLocalRegionalNational
![Page 3: Evaluation of Print Media - Banhbeo's blog | Chia sẻ suy ... · Advantages of Magazines ¾Selectivity ¾Reproduction Quality ¾Creative Flexibility ¾Permanence ¾Prestige ¾Receptivity,](https://reader031.vdocument.in/reader031/viewer/2022022015/5b579c117f8b9a022e8dda8a/html5/thumbnails/3.jpg)
Advantages of Magazines
Selectivity
Reproduction Quality
Creative Flexibility
Permanence
Prestige
Receptivity, Involvement
Services
![Page 4: Evaluation of Print Media - Banhbeo's blog | Chia sẻ suy ... · Advantages of Magazines ¾Selectivity ¾Reproduction Quality ¾Creative Flexibility ¾Permanence ¾Prestige ¾Receptivity,](https://reader031.vdocument.in/reader031/viewer/2022022015/5b579c117f8b9a022e8dda8a/html5/thumbnails/4.jpg)
Magazines are targeted to specific audiences
![Page 5: Evaluation of Print Media - Banhbeo's blog | Chia sẻ suy ... · Advantages of Magazines ¾Selectivity ¾Reproduction Quality ¾Creative Flexibility ¾Permanence ¾Prestige ¾Receptivity,](https://reader031.vdocument.in/reader031/viewer/2022022015/5b579c117f8b9a022e8dda8a/html5/thumbnails/5.jpg)
Special Magazine Features
Bleed Pages
Cover Positions
Inserts
Gate Folds
Island Halves
![Page 6: Evaluation of Print Media - Banhbeo's blog | Chia sẻ suy ... · Advantages of Magazines ¾Selectivity ¾Reproduction Quality ¾Creative Flexibility ¾Permanence ¾Prestige ¾Receptivity,](https://reader031.vdocument.in/reader031/viewer/2022022015/5b579c117f8b9a022e8dda8a/html5/thumbnails/6.jpg)
Disadvantages of Magazines
Costs
Limited Reach and Frequency
Long Lead Time
Clutter and Competition
![Page 7: Evaluation of Print Media - Banhbeo's blog | Chia sẻ suy ... · Advantages of Magazines ¾Selectivity ¾Reproduction Quality ¾Creative Flexibility ¾Permanence ¾Prestige ¾Receptivity,](https://reader031.vdocument.in/reader031/viewer/2022022015/5b579c117f8b9a022e8dda8a/html5/thumbnails/7.jpg)
Magazine Circulationand Readership
CirculationCirculationPrimary Circulation
Guaranteed Circulation
Controlled-circulation
Readership and Total AudiencePassPass--along readershipalong readership
Total audience (Total audience (readers per copy X circulation)readers per copy X circulation)
![Page 8: Evaluation of Print Media - Banhbeo's blog | Chia sẻ suy ... · Advantages of Magazines ¾Selectivity ¾Reproduction Quality ¾Creative Flexibility ¾Permanence ¾Prestige ¾Receptivity,](https://reader031.vdocument.in/reader031/viewer/2022022015/5b579c117f8b9a022e8dda8a/html5/thumbnails/8.jpg)
Audience Information and Research
Circulation Verification Services– Audit Bureau of Circulation (ABC)
– Business Publications Audit
SRDS Media Solutions
Syndicated Audience Studies– Simmons Market Research Bureau
– Mediamark Research Inc. (MRI)
![Page 9: Evaluation of Print Media - Banhbeo's blog | Chia sẻ suy ... · Advantages of Magazines ¾Selectivity ¾Reproduction Quality ¾Creative Flexibility ¾Permanence ¾Prestige ¾Receptivity,](https://reader031.vdocument.in/reader031/viewer/2022022015/5b579c117f8b9a022e8dda8a/html5/thumbnails/9.jpg)
SRDS Media Solutions provides information on magazine for media planners
![Page 10: Evaluation of Print Media - Banhbeo's blog | Chia sẻ suy ... · Advantages of Magazines ¾Selectivity ¾Reproduction Quality ¾Creative Flexibility ¾Permanence ¾Prestige ¾Receptivity,](https://reader031.vdocument.in/reader031/viewer/2022022015/5b579c117f8b9a022e8dda8a/html5/thumbnails/10.jpg)
Factors determining magazine ad rates
Circulation of the magazine
Color
Size of the ad
Position in the magazine
Special mechanical or production
Number and frequency of insertions
![Page 11: Evaluation of Print Media - Banhbeo's blog | Chia sẻ suy ... · Advantages of Magazines ¾Selectivity ¾Reproduction Quality ¾Creative Flexibility ¾Permanence ¾Prestige ¾Receptivity,](https://reader031.vdocument.in/reader031/viewer/2022022015/5b579c117f8b9a022e8dda8a/html5/thumbnails/11.jpg)
The Future of Magazines
Declining Ad Revenues
Stronger Editorial Platforms
Circulation Management
Cross-Magazine and Media Deals
Database Marketing
Advances in Technology
Electronic Delivery Methods
![Page 12: Evaluation of Print Media - Banhbeo's blog | Chia sẻ suy ... · Advantages of Magazines ¾Selectivity ¾Reproduction Quality ¾Creative Flexibility ¾Permanence ¾Prestige ¾Receptivity,](https://reader031.vdocument.in/reader031/viewer/2022022015/5b579c117f8b9a022e8dda8a/html5/thumbnails/12.jpg)
Most magazines cannot survive without advertising revenue
![Page 13: Evaluation of Print Media - Banhbeo's blog | Chia sẻ suy ... · Advantages of Magazines ¾Selectivity ¾Reproduction Quality ¾Creative Flexibility ¾Permanence ¾Prestige ¾Receptivity,](https://reader031.vdocument.in/reader031/viewer/2022022015/5b579c117f8b9a022e8dda8a/html5/thumbnails/13.jpg)
Newspaper Overview
The dominant advertising vehicle
Account for 22% of ad dollars
Over 1,400 daily papers in print
Daily circulation over 60 million
Main community medium
Local ads provide 85% of revenue
![Page 14: Evaluation of Print Media - Banhbeo's blog | Chia sẻ suy ... · Advantages of Magazines ¾Selectivity ¾Reproduction Quality ¾Creative Flexibility ¾Permanence ¾Prestige ¾Receptivity,](https://reader031.vdocument.in/reader031/viewer/2022022015/5b579c117f8b9a022e8dda8a/html5/thumbnails/14.jpg)
Newspaper Classifications
Publication FrequencyPublication FrequencyDailyWeekly
TypeTypeNationalSpecial-AudienceSupplements
SizeSizeStandardTabloid
Audience TypeAudience TypeEthnic, religiousBusiness, financialCollege
![Page 15: Evaluation of Print Media - Banhbeo's blog | Chia sẻ suy ... · Advantages of Magazines ¾Selectivity ¾Reproduction Quality ¾Creative Flexibility ¾Permanence ¾Prestige ¾Receptivity,](https://reader031.vdocument.in/reader031/viewer/2022022015/5b579c117f8b9a022e8dda8a/html5/thumbnails/15.jpg)
Newspaper Advertising
Display AdsLocal (mostly retail)National or General
Classified AdsSmall items arranged by topicRates based in size, durationClassified display - combination
Public NoticesLegal notices - public reportsNotices by people, organizations
Printed InsertsPrepared separately by advertisers
![Page 16: Evaluation of Print Media - Banhbeo's blog | Chia sẻ suy ... · Advantages of Magazines ¾Selectivity ¾Reproduction Quality ¾Creative Flexibility ¾Permanence ¾Prestige ¾Receptivity,](https://reader031.vdocument.in/reader031/viewer/2022022015/5b579c117f8b9a022e8dda8a/html5/thumbnails/16.jpg)
Advantages of Newspapers
Extensive Penetration
Flexibility
Geographic Selectivity
Reader Involvement, Acceptance
Services Offered
![Page 17: Evaluation of Print Media - Banhbeo's blog | Chia sẻ suy ... · Advantages of Magazines ¾Selectivity ¾Reproduction Quality ¾Creative Flexibility ¾Permanence ¾Prestige ¾Receptivity,](https://reader031.vdocument.in/reader031/viewer/2022022015/5b579c117f8b9a022e8dda8a/html5/thumbnails/17.jpg)
Section Segmentation
Sports Section Heavy (down-scale) male readership
Society SectionHeavy (mid-scale) female readership
Financial SectionAppeals to the business reader
Comic SectionHeavy child/adolescent readership
![Page 18: Evaluation of Print Media - Banhbeo's blog | Chia sẻ suy ... · Advantages of Magazines ¾Selectivity ¾Reproduction Quality ¾Creative Flexibility ¾Permanence ¾Prestige ¾Receptivity,](https://reader031.vdocument.in/reader031/viewer/2022022015/5b579c117f8b9a022e8dda8a/html5/thumbnails/18.jpg)
Ads can be run in various sections of most newspapers
![Page 19: Evaluation of Print Media - Banhbeo's blog | Chia sẻ suy ... · Advantages of Magazines ¾Selectivity ¾Reproduction Quality ¾Creative Flexibility ¾Permanence ¾Prestige ¾Receptivity,](https://reader031.vdocument.in/reader031/viewer/2022022015/5b579c117f8b9a022e8dda8a/html5/thumbnails/19.jpg)
Newspaper Drawbacks
Production quality may be low
Short life span
Lack of selectivity
Clutter
Potential for poor ad placement
Maybe overlapping circulation
![Page 20: Evaluation of Print Media - Banhbeo's blog | Chia sẻ suy ... · Advantages of Magazines ¾Selectivity ¾Reproduction Quality ¾Creative Flexibility ¾Permanence ¾Prestige ¾Receptivity,](https://reader031.vdocument.in/reader031/viewer/2022022015/5b579c117f8b9a022e8dda8a/html5/thumbnails/20.jpg)
Two Ways to Buy Newspaper Space
Agate Lines
Measuring 1/4" deep by 1 standard column wideA standard column is usually 2" wide
Column Inch
Column inch is 1 inch deep by 1 column wideThere are 14 agate lines per column inch
![Page 21: Evaluation of Print Media - Banhbeo's blog | Chia sẻ suy ... · Advantages of Magazines ¾Selectivity ¾Reproduction Quality ¾Creative Flexibility ¾Permanence ¾Prestige ¾Receptivity,](https://reader031.vdocument.in/reader031/viewer/2022022015/5b579c117f8b9a022e8dda8a/html5/thumbnails/21.jpg)
Rate Terminology
General Rates
Local Rates
Flat Rates
Open Rates
Preferred position
Run-of-Paper (ROP)
Color rates
Combination Rates
![Page 22: Evaluation of Print Media - Banhbeo's blog | Chia sẻ suy ... · Advantages of Magazines ¾Selectivity ¾Reproduction Quality ¾Creative Flexibility ¾Permanence ¾Prestige ¾Receptivity,](https://reader031.vdocument.in/reader031/viewer/2022022015/5b579c117f8b9a022e8dda8a/html5/thumbnails/22.jpg)
Unique Newspaper Features
Mass audience
Cross-section of population
Local geographic coverage
Wide range of content, subjectsSelective readership by area
Timely coverage, daily issues
Readership concentrated in time
![Page 23: Evaluation of Print Media - Banhbeo's blog | Chia sẻ suy ... · Advantages of Magazines ¾Selectivity ¾Reproduction Quality ¾Creative Flexibility ¾Permanence ¾Prestige ¾Receptivity,](https://reader031.vdocument.in/reader031/viewer/2022022015/5b579c117f8b9a022e8dda8a/html5/thumbnails/23.jpg)
The Future of Newspapers
Competition from other media
Circulation management
Cross-media buys with other newspapers and magazines
Attracting and retaining readers
![Page 24: Evaluation of Print Media - Banhbeo's blog | Chia sẻ suy ... · Advantages of Magazines ¾Selectivity ¾Reproduction Quality ¾Creative Flexibility ¾Permanence ¾Prestige ¾Receptivity,](https://reader031.vdocument.in/reader031/viewer/2022022015/5b579c117f8b9a022e8dda8a/html5/thumbnails/24.jpg)
Newspapers are trying to attract younger readers