Evaluation of Print Media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

By Geography By Geography Local Regional National Local Regional National By Content By Content Consumer Magazines Farm Magazines Business Magazines Consumer Magazines Farm Magazines Business Magazines By Size By Size Large Flat Standard Small or Pocket Large Flat Standard Small or Pocket By Geography By Geography By Audience By Audience Classifications of Magazines © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Magazines Targets Professions or Industries © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Consumer Magazines Target Specific Interests © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Consumer Magazines Target Specific Interests © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

An Example of a Farm Publication © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Top-Selling Magazines: 2002 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Limited Reach Long Lead Time Costs Limited Frequency Clutter Selectivity Reproduction Quality Creative Flexibility Permanence Prestige Receptivity, Involvement Services Long Lead Time Limited Frequency Limited Reach Costs Services Receptivity, Involvement Prestige Permanence Creative Flexibility Reproduction Quality Selectivity Advantages and Disadvantages of Magazines © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin AdvantagesDisadvantages

Media Kits Provide Information on Readers © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

City Magazines Provide Geographic Targeting © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Pop-Ups Bleed Pages Cover Positions Inserts Creative Space Gatefolds Cover Positions Inserts Bleed Pages Special Magazine Features © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Test Your Knowledge © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin An ad for California Almonds is a close-up view of a swirl of white and milk chocolate topped with sliced almonds. The chocolate swirls extend to the very edge of the page. This ad is an example of a(n): A)gatefold B)bleed page C)maximum coverage ad D)overrun E)total page ad

Quarter Page Ads Can Extend a Media Budget © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Consumers Rely on Magazines for Information © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Primary Circulation Primary Circulation Pass-Along Readership Pass-Along Readership Guaranteed Circulation Guaranteed Circulation Verification Circulation Verification Total Audience Total Audience Controlled Circulation Controlled Circulation Controlled Circulation Controlled Circulation Pass-Along Readership Pass-Along Readership Circulation Verification Circulation Verification Guaranteed Circulation Guaranteed Circulation Primary Circulation Primary Circulation Magazine Circulation Concepts © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Media Research Guides Advertisers © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Database Marketing Advances in Technology Cross-Mag. & Media Deals Circulation Management Stronger Editorial Platforms Declining Ad Revenues Online Delivery Methods Database Marketing Advances in Technology Cross-Mag. & Media Deals Circulation Management Stronger Editorial Platforms Declining Ad Revenues The Future of Magazines © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Trends, Trends, Trends…

Magazines Go Online © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Ethnic, religious, etc. Daily Weekly Standard Tabloid Business, financial, etc. Special-audience National Supplements Daily National Special-audience Standard Publication Frequency Type Size Tabloid Size Supplements Type Weekly Publication Frequency Newspaper Classifications © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Audience Type

Local ads provide most of revenue Main community medium Dailys read by about 60% of adults About 1,500 daily papers in print Account for 22% of ad dollars The dominant advertising vehicle Main community medium Dailys read by about 54% of adults About 1,500 daily papers in print Account for 18% of ad dollars The dominant advertising vehicle Characteristics of Newspapers © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

College Newspapers Are an Effective Way to Reach Students © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Inserts Help Marketers Reach Consumers © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Mass audience Cross-section of population Wide range of content, subjects Timely coverage, daily issues Permanent, durable record Local geographic coverage Selective readership by area Readership concentrated in time Timely coverage, daily issues Selective readership by area Wide range of content, subjects Local geographic coverage Cross-section of population Mass audience Unique Newspaper Features © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

They have a short life span Production quality may be low They have a short life span Production quality may be low Newspaper Advantages and Drawbacks © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Not psychographically selective Not demographically selective There's heavy ad competition Extensive penetration Flexibility Geographic selectivity Involvement, acceptance Services offered Potentially poor placement AdvantagesDisadvantages May be overlapping circulation Not psychographically selective Not demographically selective There's heavy ad competition Extensive penetration Flexibility Geographic selectivity Involvement, acceptance Services offered Potentially poor placement

Circulation Zones for a Major Newspaper © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

A Newspaper Promotes Its Various Sections © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Readers look at over 3/4 of all pages Many shapes, sizes, paper, & printing Few limitations on ad size Read by almost all consumers Read daily in an ordered way Spot and full color available Few limitations on ad size Read daily in an ordered way Read by almost all consumers Newspaper Characteristics © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Wide Audience Offer Flexibility Offer Flexibility

Island Ads Break Through Clutter © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin