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Copyright © 2012 Pearson Canada Inc. Chapter 8 Print Media: Newspapers and Magazines 8-1
Copyright © 2012 Pearson Canada Inc. Learning Objectives Understand the terminology of print advertising Identify the classifications of newspapers and magazines available to Canadian advertisers Recognize the advantages and disadvantages of newspapers and magazines as media Assess the considerations and procedures involved in buying print media Recognize the influence of technology on the print media 8-2
Copyright © 2012 Pearson Canada Inc. Newspapers in Canada 124 daily newspapers with an average daily circulation (number of issues sold) of 6 million copies. 1100 community newspapers (generally smaller-circulation) published once a week and directed at a local audience. Newspapers rank second to TV in Canada, controlling 15% of the net advertising revenues. 8-4
Copyright © 2012 Pearson Canada Inc. Newspaper Formats Canadian newspapers are published in two formats: Tabloids - Sold flat with only a vertical centerfold (e.g., Winnipeg Sun, Vancouver Province) Broadsheets - Larger and folded horizontally once (e.g., Globe and Mail, Vancouver Sun, Winnipeg Free Press) 8-5
Copyright © 2012 Pearson Canada Inc. Newspaper Readership NADbank Inc. (industry sponsored measurement organization) updates data annually by conducting a detailed survey among Canadian adults. Newspapers reach 47% of Canadian adults, and increases marginally on weekends Readership increases as person’s level of income and education increases Steady migration to online news 8-6
Copyright © 2012 Pearson Canada Inc. Types of Newspaper Advertising Editorial content is arranged around two broad forms of newspaper advertising: Display Includes general/national advertising and retail advertising Classified advertising Another form of newspaper advertising is: Pre-printed Inserts (retail flyer advertising) 8-7
Copyright © 2012 Pearson Canada Inc. General (or National) Advertising Retail Retail ads usually stress sale items and specials Classified Classified ads provide readers with opportunities to obtain a variety of products and services Inserts Canadian retailers spend $2 billion annually advertising in flyers. Some of this is paid by the manufacturers 8-8
Copyright © 2012 Pearson Canada Inc. Advantages / Disadvantages of Newspaper Advertising Advantages: Geographic selectivity Coverage and reach Flexibility Editorial support Suitable for small advertisers Disadvantages: Short lifespan Not very targettable except geographically Clutter Poor reproduction quality 8-21
Copyright © 2012 Pearson Canada Inc. Buying Newspaper Space: Agate Lines basis Each column inch of depth in a newspaper contains 14 agate lines. If an ad is 4 columns wide by 10 inches deep, the number of lines in the ad would be: 4 x 10 x 14 = 560 agate lines. If the ad ran 10 times, the total number of lines would be: 560 x 10 = 5,600 agate lines Total agate lines are multiplied by the line rate. 8-11
Copyright © 2012 Pearson Canada Inc. Buying Newspaper Space: Modular Agate Lines basis Modular Agate Lines (MAL): An ad is expressed in terms of units of width and depth. Each unit contains 30 agate lines. If an ad is 2 columns wide and 5 units deep, the calculation of total MAL is: 2 x 5 x 30 = 300 MAL If this ad were to run say 10 times, the total number of lines would be: 300 MAL X 10 = 3000 The number of lines is then multiplied by the line rate. 8-12
Copyright © 2012 Pearson Canada Inc. Rate Schedules Line rates are the advertising rates charged by newspapers for one agate line or one modular agate line. Rates charged by line go down as the volume of the lineage increase over a specific period Costs for additional colour and preferred position are quoted separately Line rates vary depending on the section of the newspaper 8-13
Copyright © 2012 Pearson Canada Inc. Additional Newspaper Advertising Charges Rates Affected by: Position Colour Multiple pages Pre-printed inserts Insertion orders 8-14
Copyright © 2012 Pearson Canada Inc. Insertion Orders and Tear Sheets Size of the ad Dates of insertion Use of colour Position requests 8-15 Tear Sheet: Given to client to show that ad appeared in the paper and how it looked If unsatisfactory, advertiser can request a make good, a rerun of the ad at publisher’s expense Insertion Orders contain details such as: Line rate to be charged Closing dates Cancellation dates
Copyright © 2012 Pearson Canada Inc. Comparing Newspapers for Efficiency Cost and circulation are used to determine efficiency. A comparison is made on the basis of what it costs to reach 1,000 people. CPM =Unit Cost of Ad Circulation (in thousands) 8-16
Copyright © 2012 Pearson Canada Inc. Comparison of Newspapers 8-17
Copyright © 2012 Pearson Canada Inc. Magazines in Canada Magazines are classified in many ways: Content and Audience Reached Consumer magazines Business magazines Circulation Base (Distribution) Paid circulation Controlled circulation Continued… 8-18
Copyright © 2012 Pearson Canada Inc. Magazines in Canada (cont.) Frequency of Publication and Regional Editions Weekly and Monthly National, regional and city Size and Format Digest-size Standard-size Large-size 8-19
Copyright © 2012 Pearson Canada Inc. Magazine Circulation and Readership Highlights It’s possible that a magazine with lower circulation has more readers per copy (average number of people who read a single issue), resulting in a higher readership level. 8-20
Copyright © 2012 Pearson Canada Inc. Advantages / Disadvantages of Magazine Advertising Advantages: Target-Market Selectivity Geographic Flexibility Lifespan Engagement Quality of Reproduction Creative Considerations Pass-Along Readership Disadvantages: Lead Time Clutter Cost per reach Limited Frequency 8-21
Copyright © 2012 Pearson Canada Inc. Advertising Features Offered By Magazines Bleeds Gatefolds Preferred Positions Inserts and Reply Cards 8-22
Copyright © 2012 Pearson Canada Inc. Buying Magazine Space Ad costs are determined by multiplying cost (size) by frequency (number of insertions). If the cost of a 1 page, 4-colour ad was $20,000 and the ad ran 8 times, the total cost would be: $20,000 x 8 = $160,000 Additional discounts may apply. 8-23
Copyright © 2012 Pearson Canada Inc. Magazine Discounts Number of lines, times, etc. Frequency Continuity Corporate Length of time All pages purchased by a multi- product advertiser 8-24
Copyright © 2012 Pearson Canada Inc. Additional Magazine Advertising Charges Colour and position charges are quoted separately on the rate card. More costly for the inclusion of colour More costly for a guaranteed position 8-25
Copyright © 2012 Pearson Canada Inc. Comparing Magazines 8-26
Copyright © 2012 Pearson Canada Inc. Technology & Print Media The print media are launching websites to get their message out. For magazine advertisers, there is a new opportunity to reach the same target but in a different way. For interested advertisers, most websites sell Banner ads Sponsorships Some expansion to specialty television 8-27
MEDIA COSTS. Newspaper Rates Classified Ads –Grouped into categories –Paid by word or line Display Ads –More creative –Generally larger –Paid by column.
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