2 CommercialThe Truth CommercialGoForth Commercial
3 Chapter OverviewHow print advertising enhances the advertiser’s media mix
4 Chapter Objectives Explain the pros and cons of magazine advertising Discuss how to analyze magazine circulationDiscuss how rates are determined for print mediaExplain the pros and cons of newspaper advertisingDescribe how newspapers are categorizedDefine major types of newspaper advertising
5 Q. 1. What are the roles of the Print Media Buyer?
6 Role of the Print Media Buyer Requires a range of knowledge and abilitiesNegotiates and contracts with mediaUnderstands print media and technologyCreatively integrates print media into the mixKnows how to buy media space
7 Newspapers in the Creative Mix Top 10 U.S. magazine advertisers in 2007
9 Q. 2. What are the pros and cons of magazine advertising?
10 Pros Flexibility Color Authority and Believability Permanence Prestige Audience selectivityCost efficiencySelling powerReader loyaltyExtensive pass-along readershipMerchandizing assistance
11 Cons Lack of immediacy Shallow geographic coverage Inability to deliver mass audiences at a low priceInability to deliver high frequencyLong lead timeHeavy advertising competitionHigh cost per thousandDeclining circulations
12 Q. 3. What are the ways of using magazines in the creative mix?
13 Magazine Possibilities Bleed pagesInsertsCoversJunior unitCustom magazinesFront (first) Inside front (second) Inside back (third) Outside back (fourth)Island halvesMagazine-length advertisementsGatefolds
15 Magazine Categories By Content By Reach or Geography By Size Consumer FarmBusinessBy Reach or GeographyLocalRegionalNationalBy SizeLargeFlatStandardSmall or pocket
16 Q. 4. What are the components of the magazine space buying process?
17 Buying Magazine Space Understanding Circulation Guaranteed vs. DeliveredPrimary & Secondary ReadershipMerchandising ServicesUnderstandingCirculationVertical and HorizontalPaid and Controlled CirculationSubscription and Vendor Sales
18 Buying Magazine SpaceAdvertising Age is a good example of a vertical publication
19 Buying Magazine Space Cost per thousand: Factors Affecting Ad Rate Page rate= CPM(Circulation ÷ 1,000)Factors Affecting Ad RateDiscounts for frequency or volumePremiums for color, bleeds, covers, or special market editionsPrint Media-Buying Software saves time; adds flexibility and control
20 Newspapers in the Creative Mix Who uses newspapers?Ad spending trend for newspapers44% of adults read daily papersEach section read by 2/3 of readers46 million newspapers sold daily; 2.3 readers per paper$21 billion spent on ads in 201113.6% spent on newspaper Web sites
21 Newspapers in the Creative Mix Top 10 U.S. newspaper advertisers in 2006
22 Using Newspapers in the Creative Mix Top 10 newspaper advertisers in the United States in 2005Insert ex. 15-5, p. 495Top 10 newspaper advertisers in the U.S.Position = 2.9” horiz., 1.5” verticalSize = 5.7” WIDEResolution: 300 dpi
37 Print: A Worldwide Medium Every country has newspapers and magazinesWealthy, well-educated consumers read EnglishPolitical changes spurred new trade magazinesSatellite-to-cable broadcast options supplement print
38 Print Media & New Technologies Web site adds value by following up with in-depth news