mcom 341-13 print advertising
TRANSCRIPT
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Print Advertising
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Class Objectives
Explain the pros and cons of magazine advertising Discuss the types of
magazines & advertisingDescribe how newspapers
are categorized Define the major types of newspaper advertising
Explain the pros and cons of newspaper advertising
Discuss print media rates
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Selecting Media
Selecting the appropriate media mix for an advertiser requires 2 key skills:
Understanding the unique characteristics of the media alternatives
Determining which media will most efficiently and effectively reach the campaign’s target market
Media mix: the combination of media types that work together to most efficiently deliver an advertiser’s message.
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Common Media Metrics
Reach Frequency CPM (Cost per Thousand)
How many people the medium reaches in a certain period
of time
Average number of times people are
exposed to medium in a period of time
The cost to reach a thousand people
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Print Media
o Magazineso Newspaperso Directories (e.g. Yellow Pages)o Brochureso Coupon packetso Mailo Posters
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Top US Magazines by Circulationhttp://en.wikipedia.org/wiki/List_of_magazines_by_circulation
MAGAZINES
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Magazine Advertising: Pros
Flexibility: The wide array of choices in magazine formats and coverage can reach any audience.Color reproduction: High quality printing brings readers a positive visual experience of brands in ads.Shelf life: Readers often keep magazines at least a month, so ads may be seen many times to allow more complete communication of the ad message.Prestige: Esteemed magazines, like Time or Charlotte Magazine, can add to the impact of ads within them.Audience targeting: Specialized magazines (Golf Digest) can pinpoint audiences effectively.Pass-along readership: Several people might read one copy of a magazine.
American Baby cover: designsbygab.com TIME cover: jamespoling.com
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Magazine Advertising: Cons
Long lead time: Deadlines often 2-3 months from publication, make calls to action difficult.Cost inefficiency: Magazines have a high cost per reader and can be very costly if trying to reach a large audience. Low frequency: Most magazines publish once per month at most.Ad saturation: Many magazines have a higher percentage of advertising than editorial content.Declining circulation: Fewer people are picking up magazines, making it harder for advertisers to reach large audiences with magazines.
Southern Living cover: magazinediscountcenter.com TIME cover: jamespoling.com
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Top Magazine Advertisers U.S.
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Magazines: Creative Possibilities
Magazine ad positions and sizes
BleedPages Covers Inserts Gatefolds
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Magazine Categories: Content
ConsumerFarm Business
Farm magazines c/o farmjournalmedia.com Business magazines c/o cheapmagazinesite.com
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Magazine Categories: Reach
Local Regional National
Charleston magazine c/o charlestongolfguide.com ESPN magazine c/o sidneycrosbyspotlight.com
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Magazine Categories: Size
Large Flat Standard Small, pocket,or digest
Cook’s Country c/o themomchef.blogspot.com National Geographic c/o reporter.blog.com
9 3/8” x 12 1/8”
7” x 10”6” x 8 1/2”
4 ½” x 6 ½”
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Guaranteedvs. Delivered
Primaryand Secondary
Readership
Buying Magazines: Understanding Circulation
Rate base = circulation figure rates are based on
Guaranteed circulation = minimum copies publisher expects to be read
Delivered circulation = total number of magazines delivered to distribution outlets
* Circulation is audited by 3rd party organization.
Primary readership = number of people who buy the publication via subscription or newsstands
Secondary readership = pass-along readership, an estimate of how many people read an average issue (market research)
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Subscriptionsand Vendor
Sales
Vertical vs.Horizontal
Buying Magazines: Understanding Circulation
Advertising Age c/o tipb.com Purchasing c/o en.wikipedia.org Newsstand c/o huffingtonpost.com
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MerchandisingServices
Paid andControlledCirculation
Buying Magazines: Understanding Circulation
Audio Media c/o sceper.eu Food Network c/o adage.com
• Advance copies• Market research• Promotions• Etc.
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Magazine Rates & Rate Cards
Calculating the CPM for Magazines
A magazine’s full-page rate is $10,000, and the publication has a circulation of 500,000.
Page rate(Circulation 1000)
= CPM
$10,000(500,000 1000)
= $20
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Discounts for frequency or volume
Premiums for color, bleeds, covers or special
market editions
Factors Affecting Ad Rate
Magazine Rates & Rate Cards
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AARP Magazine Rates
http://aarpmedia.org/rates_national
Reader’s Digest Magazine Rates
http://www.rdglobaladvertising.com/rates/rates.shtml?united_states_english
Examples of Magazine Rate Cards
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Rating Exercise
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NEWSPAPERS
Top US Newspapers by Circulation
http://en.wikipedia.org/wiki/List_of_newspapers_in_the_United_States_by_circulation
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Newspaper Advertising: Pros
Mass, local medium: Newspapers reach a mass audience, often within a single market.Credibility: Newspaper ads rank high among consumers in believability studies.Timeliness: Deadlines are generally just a few days out, and news is read in one day.Geographic targeting: Most newspapers offer zoned editions that target neighborhoods or small geographic regions.Creative flexibility: An ad’s physical size and shape can vary to meet the advertiser’s need.Reasonable cost: Lower CPM’s than magazines and other media.
Charlotte Observer c/o: newsdesigner.com
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Newspaper Advertising: Cons
Short life span: Most newspapers are kept one day to one week.Audience targeting: Newspapers reach broad, diverse groups of people.Production quality: Newsprint produces a less impressive image than magazines and other print media.Clutter: Several ads can be featured on a page with editorial content.Declining circulation: Much readership has gone online.Control over ad placement: Newspapers often don’t guarantee specific placement.
Photo c/o gawker.com
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Top U.S. Newspaper Advertisers
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Newspaper Categories: Frequency, Size
Charlotte Weekly c/o stirstudios.wordpress.com
Daily
Standard Size
Weekly
Tabloid Size
Column inch:
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Newspaper Categories: Audience
Ethnic Business/ Financial
Professions/ Groups
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Newspapers: Types of Ads
Display Classified Public Notices
Preprinted Inserts
Retail Ads
Co-op Ads
Classified Displays
Obituaries
Weddings
Legal Notices
Grocery
Catalogs
Coupons
Sales fliers
Real Estate
Automotive
Employment
Advertorials
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Newspaper Rates & Rate Cards
Local, National Rates
Factors Affecting Ad Rate
Discounts for Frequency or Volume
Open Rate, Contract & Short
RatesColor Rates
ROP Rates Premium PositioningCo-Op Rates
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Newspaper Orders
Insertion OrderAdvertiser or agency sends confirmation of ad placement
ProofWhen newspaper creates ad, advertiser opportunity to check it for accuracy
Tearsheets Physical proof of ad publication
Column InchOne column wide x one inch tall, the unit of measure for newspaper ads
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Rating Exercise