2. chapter 11 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Print Advertising

3. 11-3 Chapter 11 Objectives Explain the advantages & disadvantages of magazine advertising Discuss the various ways to analyze a magazine circulation Describe how newspapers are categorized Define the major types of newspaper advertising Explain the advantages & disadvantages of newspaper advertising Discuss how rates are determined for print media Describe how new technologies are impacting traditional print media Explain the unique roles played by directory and Yellow Page advertising

4. 11-4 Selecting Media Two Key Skills Understanding the unique characteristics of the various media alternatives Determining which medium will most efficiently and effectively reach the campaign’s audience

5. 11-5 Using Magazines in the Creative Mix: Pros and Cons Top 10 U.S. magazine advertisers

6. 11-6 Using Magazines in the Creative Mix: Possibilities Magazine ad positions and sizes Bleed Pages CoversInsertsGatefolds Insert ex. 15-2, p. 483 Ad position, size and shape Position = centered horiz., 3.2” vertical Size = 7.11” WIDE Resolution: 300 dpi

7. 11-7 Using Magazines in the Creative Mix: Categories By Size By Reach By Content LocalRegionalNational ConsumerFarmBusiness LargeFlatStandard Small, pocket, or digest

8. 11-8 Buying Magazine Space Understanding Circulation Guaranteed vs. Delivered Merchandising Services Paid and Controlled Circulation Subscriptions and Vendor Sales Vertical vs. Horizontal Primary and Secondary Readership

9. 11-9 Discounts for frequency or volume Premiums for color, bleeds, covers or special market editions Buying Magazine Space Cost per thousand: Page rate = CPM (Circulation ÷ 1,000) Factors Affecting Ad Rate Print Media-Buying Software

10. 11-10 Using Newspapers in the Creative Mix Top 10 newspaper advertisers in the United States

11. 11-11 Using Newspapers in the Creative Mix Who uses newspapers? 54% of adults read daily papers Each section read by 2/3 of readers 55 million newspapers sold daily $46.7 billion spent on ads in 2004 Village Voice ad for non- subscribing readers

12. 11-12 Using Newspapers in the Creative Mix: Categories By Audience By Size By Frequency StandardTabloidSAU System DailyWeekly Ethnic Business/ Financial Groups/ Professions

13. 11-13 Using Newspapers in the Creative Mix: Types of Ads Ad for Publix Supermarkets promotes the everyday activity of grocery shopping Insert photo 15.13, p. 496 Publix ad Position = 2.9” horiz., 1.5” vertical Size = 5.7” WIDE Resolution: 300 dpi

14. 11-14 Using Newspapers in the Creative Mix: 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

15. 11-15 Understanding Circulation Buying Newspaper Space Split Runs ROP vs. Preferred Position Color Combination Rates Short Rate Flat and Discount Rates Local vs. National Rates Insertion Order Proof Copy Tearsheets Co-ops and Networks

16. 11-16 Directories and Yellow Pages Yellow pages Account for 85% of directory market Sold on an annual basis Fourth-largest ad medium Directories List who does what Have long shelf-life Can target specific audience Often the sole advertising medium for local businesses