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8-1 Copyright © 2009 Pearson Education Canada CHAPTER 8 Print Media: Newspapers and Magazines
8-2 Copyright © 2009 Pearson Education Canada Learning Objectives Identify the classifications of newspapers and magazines available to Canadian advertisers Explain the advantages and disadvantages of newspapers and magazines as advertising media Assess the considerations and procedures involved in buying newspaper and magazine space Continued…
8-3 Copyright © 2009 Pearson Education Canada Learning Objectives (cont.) Understand the basic terminology used in newspaper and magazine advertising Assess the influence of technology on the print media
8-4 Copyright © 2009 Pearson Education Canada Newspapers in Canada 134 daily newspapers with an average daily circulation (number of issues sold) of 6.4 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. Demographic profile of community newspaper closely matches that of the entire population.
8-5 Copyright © 2009 Pearson Education Canada Newspaper Formats Canadian newspapers are published in two formats: Tabloids - Sold flat with only a vertical centerfold (e.g., Toronto Sun, Vancouver Province) Broadsheets - Larger and folded horizontally once (e.g., Globe and Mail, Vancouver Sun)
8-6 Copyright © 2009 Pearson Education Canada Newspaper Readership NADbank Inc. (industry sponsored measurement organization) updates data annually by conducting a detailed survey among Canadian adults. Newspaper reach 51% of Canadian adults, and increases marginally on weekends Readership increases as person’s level of income and education increases Migration to online editions of newspaper
8-7 Copyright © 2009 Pearson Education Canada Types of Newspaper Advertising Two broad forms of newspaper advertising are: Display Includes general/national advertising and retail advertising Classified advertising Another form of newspaper advertising is: Pre-printed Inserts (retail flyer advertising) Editorial content is arranged around the advertising
8-8 Copyright © 2009 Pearson Education Canada Geographic selectivity Coverage and Reach Engagement Flexibility Creative & Merchandising Considerations Editorial Support Suitability for Small Advertisers Short lifespan Lack of target - market orientation Clutter Poor reproduction quality High cost Advantages Disadvantages Advantages & Disadvantages of Newspaper Advertising
8-9 Copyright © 2009 Pearson Education Canada 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. Buying Newspaper Space: Agate Lines
8-10 Copyright © 2009 Pearson Education Canada 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. Buying Newspaper Space: Modular Agate Lines
8-11 Copyright © 2009 Pearson Education Canada 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
8-12 Copyright © 2009 Pearson Education Canada Position Charges more costly, targeted to particular readers Otherwise, newspaper places the ad at their discretion called ROP (run of press, run of paper) Colour Charges more costly, but stronger impact Continued… Additional Newspaper Advertising Charges
8-13 Copyright © 2009 Pearson Education Canada Additional Newspaper Advertising Charges (cont.) Multiple-Page Charges Reduced line rates apply based on number of pages purchased Preprinted Inserts Costs are usually quoted on a CPM basis, with rates increasing as pages are added Split Runs Uses full circulation of the publication but has different material appearing in two or more regions.
8-14 Copyright © 2009 Pearson Education Canada Insertion Orders Specifies pertinent details including: Size of the ad Dates of insertion Use of colour Position requests Line rate to be charged Closing dates Cancellation dates To verify that an ad actually ran, one receives a tear sheet (to show how it actually appeared in the newspaper) Should there be any problems, one can request a make good, a rerun of the ad at no cost to the advertiser
8-15 Copyright © 2009 Pearson Education Canada 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) Comparing Newspaper for Efficiency
8-16 Copyright © 2009 Pearson Education Canada Magazines are classified in many ways: 1.Content and Audience Reached Consumer magazines Business magazines (horizontal and vertical publications) 2.Circulation Base (Distribution) Paid circulation Controlled circulation Continued… Magazines in Canada
8-17 Copyright © 2009 Pearson Education Canada 3.Frequency of Publication and Regional Editions Weekly and Monthly National, regional and city 4.Size and Format Digest-size Standard-size Large-size Magazines in Canada (cont.)
8-18 Copyright © 2009 Pearson Education Canada Magazine Circulation and Readership Highlights It is 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.
8-19 Copyright © 2009 Pearson Education Canada Target-Market Selectivity Geographic Flexibility Lifespan Engagement Quality of Reproduction Creative Considerations Pass-Along Readership Lead Time Clutter Cost Frequency Advantages Disadvantages Advantages & Disadvantages of Magazine Advertising
8-20 Copyright © 2009 Pearson Education Canada Primary Readers A reader who lives (works) at the location where the magazine is received. Passalong Readers Someone who reads the publication but does not live (work) where publication is received. Primary + Passalong = Total Readership Magazine Readership
8-21 Copyright © 2009 Pearson Education Canada Bleeds Gatefolds Preferred Positions Inserts and Reply Cards Split Runs Advertising Features Offered By Magazines
8-22 Copyright © 2009 Pearson Education Canada 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. Buying Magazine Space
8-23 Copyright © 2009 Pearson Education Canada Magazine Discounts Number of lines, times, etc. Length of time All pages purchased by a multi-product advertiser Frequency Continuity Corporate
8-24 Copyright © 2009 Pearson Education Canada Colour and position charges are quoted separately on the rate card. Colour and Position Charges more costly for the inclusion of colour more costly for a guaranteed position Additional Magazine Advertising Charges
8-25 Copyright © 2009 Pearson Education Canada Comparing Magazines Homemaker’s Chatelaine Canadian Living 1pg, 4-colour rate $46 505$35 500$23 200 Circulation 586 136519 045512 200 CPM $79.34$68.40$45.35 Source: Canadian Media Director’s Council Media Digest, 2005-2007 p. 526 Continued…
8-26 Copyright © 2009 Pearson Education Canada Comparing Magazines (cont.) Homemaker’s Chatelaine Canadian Living Chatelaine Canadian Living Homemaker’s Visit each of the above sites; compare and contrast their focus, features, and apparent targets.
8-27 Copyright © 2009 Pearson Education Canada 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
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