1. Chapter 8 Print Media
Print advertising includes printed advertisements in newspapers, magazines, brochures, posters, and outdoor boards
Print provides more detailed information, rich imagery, and a longer message life
Traditional format is trusted by audiences
Useful for info, and available for some time
Excellent for access to contact info

2. Structure of the Industry
Newspapers
Used by advertisers trying to reach a local market
Primary function is to carry news
Market selectivity allows newspapers to target specific consumer groups
Structure of the Industry
Frequency of publication (dailies/weeklies)
Size (tabloid and broadsheet)
SAUs
Circulation (number sold)

3. Newspapers Types of Advertising Rate cards Classified
Display National Local
ROP/preferred position
Co-op advertising
Supplements
Newspaper Readership
Tends to be highest among older people and people with a higher educational level
ABC and Simmons-Scarborough measure newspaper audiences

4. Newspaper Advertising
Advantages
Range of market coverage
Comparison shopping
Positive consumer attitudes
Flexibility
Interaction of national and local
Disadvantages
Short life span
Clutter
Limited coverage of certain groups
Poor reproduction

5. Magazines
Most magazines today are special interest publications aimed at narrower target markets
Upscale magazines provide an ideal place for the image advertising of luxury products
More than half of all new publications fail

6. Other classifications
Types of Magazines
Audience focus
Consumer magazines
Business magazines
Trade
Industrial
Professional
Vertical
Horizontal
Other classifications
Geography
Demographics
Editorial content
Physical characteristics
8 ½ x 11 and 6 x 9
Ownership

7. Distribution and Circulation
Traditional delivery
Through newsstand purchases or home delivery
Nontraditional delivery (controlled circulation)
Hanging bagged copies on doorknobs
Inserting magazines in newspapers
Delivering through professionals
Direct delivery

8. Magazine Advertising Format Technology
Double-page spread
Gutter
Bleed page
Gatefold
Photo essay ad
Fractional page space
Technology
Has enabled magazines to distinguish themselves from one another
Selective binding
Personalization
Regional ads

9. Readership Measurement
Magazine rates
Based on circulation that a publisher promises to provide
Magazine circulation
The number of copies of an issue sold
MediaMark
Measures readership for many popular magazines
Simmons Market Research Bureau
Psychographic data on who reads which magazines and which products readers buy and consume

10. Magazine Advertising Advantages Target audience Audience receptivity
Long life span
Format
Visual quality
Sales promotions
Disadvantages
Limited flexibility
Lack of immediacy
High cost
Distribution

11. Outdoor Advertising Billboards and posters in public locations
Size and format
Printed posters (printed & applied)
Painted bulletin (created onsite)
Extensions / cutouts
Buying Outdoor
Showings based on traffic counts
30 days for printed posters, years for painted

12. Outdoor Advertising Advantages High impact medium
Larger-than-life visuals
Good reminder
Least expensive
Disadvantages
Quick exposure
Passive medium
Brief & simple
Vandalism
Pollution/extensive regulation

13. Transit Advertising
Mainly urban form that uses vehicles to carry messages
Also includes the posters seen in bus shelters and train, airport, and subway stations
Interior transit ads are seen by people riding buses, subways, and some taxies
Exterior transit is mounted on vehicles
Transit advertising is reminder advertising
Some may have time to read messages

14. Directory Advertising
Books that list names, phone numbers, and addresses of people or companies
Tells people where to go to get the product or service they want
Reaching an audience already in need of something
Yellow Pages
Other Directories

15. Directory Advertising
Advantages
Consumers initiate the search process
Inexpensive (1:15 ROI)
Flexibility
Long life
Disadvantages
Competitive clutter
Lack of immediacy
Consumers who cannot easily use directories

16. Using Print Advertising
Use Newspapers If…
You are a local business
Desire extensive market coverage
Product is consumed in a predictable manner
No need to demonstrate the product
Moderate to large budget
Use Magazines If…
Well-defined target audience
Product must be shown accurately and beautifully
Need to relate moderate to extensive information
Moderate to large budget

17. Using Print Advertising
Use Out-of-Home If…
Local business that wants to sell locally
Regional or national business that wants to remind or reinforce
Product requires little information and little demonstration
Small to moderate budget
Use Directories If…
Local business or can serve local customers
Want to create action
Want to allow comparisons or provide basic inquiry and purchase information
Small to moderate budget