Print Media

By Geography By Geography Local Regional National Local Regional National By Content By Content Consumer Magazines Business / Trade Magazines Consumer Magazines Business / Trade Magazines By Size By Size Large Standard Small or Pocket Large Standard Small or Pocket By Geography By Geography By Audience By Audience Classifications of Magazines

Consumer Magazines Target Specific Interests

Trade Magazines target industries

City Magazines Provide Geographic Targeting

City Magazines Upscale readership Good vehicles for retail and automobile advertising Hybrid of small- circulation specialty publications and partial-run editions

Hearst: A Single Publisher Network

Media Kits Provide Information on Readers

Top Selling U.S. Magazines Time People Sports Illustrated Sports Illustrated Kids Men's Health Cooking Light Money Cosmopolitan Entertainment Weekly Southern Living

Top Magazine Advertisers

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 Insertion & Production Costs Pass Along Potential Receptivity, Involvement Prestige/Image Permanence Creative Flexibility Reproduction Quality Selectivity Advantages and Disadvantages of MagazinesAdvantagesDisadvantages

Pop-Ups Bleed Pages Cover Positions Inserts Creative Space Options Gatefolds Cover Positions Inserts Bleed Pages Special Magazine Features

Quarter Page Ads Can Extend a Media Budget

Use of Various Media for Insight and Ideas

Consumers Rely on Magazines for Information

Magazine Advertising Effectiveness After exposure to magazine ads, readers –Consider purchasing advertised product –Gather more information about product –Visit advertiser’s website –Purchase product –Visit store, dealer, or other location –Save ad for future reference –Recommend product to a friend

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

U.S. News & World Report Time Newsweek Time Magazine Networks News Network Advertising $$$

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 Trends…

Partial-Run Magazine Editions Advantages Products advertised only in areas where sold Localization possible Enhances relationship between national advertisers and retailers Disadvantages CPM levels are usually much higher than full-run Close dates are earlier Newsstand distribution may be limited Restrictions on options

Magazines - Decisions to Make What size ad should be used? Where in the magazine should the ad be placed? What colors (and how many) should be used? What format will enhance readership and recall?

Ways of Using Magazine Space

Readership of Advertising by Type

Two-Page Spread “Bleed” Ad

Magazines and Production Flexibility

Typical Magazine Rate Card

Magazine Dates Cover date: the date appearing on the cover On-sale date: the date on which the magazine is issued (e.g., a January issue could come out December 5 th ) Closing date: the date when final ads must be at the printer (advertiser’s deadline)

Ethnic, religious, etc. Daily Weekly Standard Tabloid Business, financial, etc. Special-audience National Supplements Daily National Local/Special-audience Standard Publication Frequency Type Size Tabloid Size “Magazine” Supplements Type Weekly, Monthly, Quarterly Publication Frequency Newspaper Classifications 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 spent The dominant advertising vehicle Main community medium Dailys read by about 54% of adults About 1,500 daily papers in print The dominant print advertising vehicle Characteristics of Newspapers

Rates based on size, duration General (often national) Local (mostly retail) Paid reading notices (editorial look) Small items arranged by topic Classified display - combination Notices by people, organizations Legal notices - public reports Financial reports Notices by people, organizations Legal notices - public reports Small items arranged by topic General (often national) Local (mostly retail) Newspaper Advertising Prepared separately by advertisers Display Ads Classified Ads Public Notices Financial reports Public Notices Classified display - combination Classified Ads Paid reading notices (“Advertorial”) Display Ads Printed Inserts

Typical Newspaper Sections

Inserts Can Target Specific Consumers

Preprinted Insert

Mass audience Cross-section of population Wide range of content, subjects Timely coverage, daily issues Portable, non-durable record Local geographic coverage Selective readership by area Timely coverage, daily issues Selective readership by area Wide range of content, subjects Local geographic coverage Cross-section of population Mass audience (National Papers) Unique Newspaper Features

Readers look at over 3/4 of all pages Many shapes, sizes, and paper types (FSIs) 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 majority of older consumers Newspaper Characteristics Wide Audience Offer Flexibility Offer Flexibility

Top U.S. Daily Newspapers by Circulation USA Today Wall Street Journal The New York Times Los Angeles Times The Washington Post Daily News New York Post Chicago Tribune Houston Chronicle The Arizona Republic The Denver Post Newsday The Dallas Morning News

Top Advertisers in Newspapers

They have a short life span Production quality may be low Short life span Production quality may be low Newspaper Advantages and Drawbacks Not psychographically selective Not demographically selective There's heavy ad competition Extensive penetration Flexibility Geographic selectivity Involvement, acceptance Services offered Potentially poor placement AdvantagesDisadvantages Generational issues and possible extinction Not psychographically selective Not demographically selective Heavy ad competition/clutter Extensive penetration Flexibility Geographic selectivity Involvement, acceptance Production Services offered Potentially poor placement

Exhibit 10.4 Most Believable and Trustworthy Ad Sources

Circulation Zones for a Major Newspaper

Island Ads Break Through Clutter

Terms of the Trade Local Rates National Rates Newspaper Rate Terminology Flat Rates Flat Rates (No Discounts) Open Rates Open Rates (Bulk Discount) Combination Rates Color Rates Color/Spot Color Rates Preferred Position Split Runs Earned Rates Short Rates Run-of-Paper [ROP] Insertion Rates Differential Rates Circulation

Some Newspapers Offer Combination Rates

Positioning the Brand Use a Unique Selling Position Use a Unique Selling Position Create the Brand Image Attracting and retaining readers Cross-media buys Circulation Management Competition from other media The Future of Newspapers Problems and issues newspapers must address