1. McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 13 Using Print Media

2. 13-2 Chapter Overview How print advertising enhances the advertiser’s media mix

3. 13-3 Chapter Objectives Explain the pros and cons of magazine advertising Discuss how to analyze magazine circulation Discuss how rates are determined for print media Discuss how to analyze magazine circulation Describe how newspapers are categorized Define the major types of newspaper advertising List several sources of print media data

4. 13-4 Role of the Print Media Buyer Requires a range of knowledge and abilities Creatively integrates print media into the mix Understands print media and technology Knows how to buy media space Negotiates and contracts with media

5. 13-5 Magazines in the Creative Mix Top 10 U.S. magazine advertisers in 2008

6. 13-6 Magazine Possibilities Bleed Pages Covers Inserts Gatefolds Custom Magazines Magazine-length advertisements Front (first) Inside front (second) Inside back (third) Outside back (fourth)

7. 13-7 Magazine Possibilities Magazine ad positions and sizes

8. 13-8 Magazine Categories ConsumerFarmBusiness By Content LocalRegionalNational By Reach Large By Size Flat Standard Small or pocket

9. 13-9 Buying Magazine Space Understanding Circulation Guaranteed vs. Delivered Merchandising Services Paid and Controlled Circulation Subscription and Vendor Sales Vertical vs. Horizontal Primary & Secondary Readership

10. 13-10 Buying Magazine Space Advertising Age is a good example of a vertical publication

11. 13-11 Buying Magazine Space Discounts for frequency or volume Premiums for color, bleeds, covers, or special market editions Cost per thousand: Factors Affecting Ad Rate Print Media-Buying Software Page rate = CPM (Circulation ÷ 1,000)

12. 13-12 Pros of Magazines o Flexibility o Color o Authority and believability o Permanence o Prestige o Audience Selectivity o Cost efficiency o Selling power o Reader loyalty o Extensive pass-along readership o Merchandise assistance

13. 13-13 Cons of Magazines o Lack of immediacy o Shallow geographical coverage o Inability to deliver mass audience at low price o Inability to deliver high frequency o Long lead time o Heavy advertising competition o High cost per thousand o Declining circulation

14. 13-14 Newspapers in the Creative Mix Top 10 U.S. newspaper advertisers in 2008

15. 13-15 Newspapers in the Creative Mix Who uses newspapers? 49% of adults read daily papers Each section read by 2/3 of readers 52 million newspapers sold daily $34 billion spent on ads in 2008

16. 13-16 Newspaper Categories DailyWeekly By Frequency StandardTabloidSAU System By Size Ethnic Business/ Financial Groups/ Professions By Audience

17. 13-17 Newspaper Categories Other Types of Newspapers Syndicated supplements Independent shopping guide National newspapers

18. 13-18 Types of Ads Designed to look like an ad for a Dodge Viper, this is actually a 1/18 scale model from Hotwheels

19. 13-19 Types of Ads DisplayClassified Public Notices Preprinted Inserts Reading Notices Co-op Programs Classified Displays Obituaries Weddings Legal Notices Catalogs Brochures Coupons Mail-Back Devices

20. 13-20 Buying Newspaper Space Understanding Circulation Split Runs ROP vs. Preferred Position Color Combination Rates Short Rate Flat and Discount Rates Local vs. National Rates

21. 13-21 Buying Newspaper Space Co-ops and Networks One-order, one-bill Insertion order Run date, size, position, rate, artwork type Proof Copy vs. camera ready Verification Tearsheets

22. 13-22 Pros of Newspapers o Mass medium o Local medium o Comprehensive in scope o Geographic selectivity o Timeliness o Credibility o Selective attention o Creative flexibility o Active medium o Permanent record o Reasonable cost

23. 13-23 Cons of Newspapers o Lack of selectivity o Short life span o Low production quality o Clutter o Lack of control o Overlapping circulation

24. 13-24 Print: A Worldwide Medium Every country has newspapers and magazines Wealthy, well-educated consumers read English Political changes spurred new trade magazines Satellite-to-cable broadcast options supplement print

25. 13-25 Print Media & New Technologies Print Media Cable Telephone Internet