1. Chapter 9 Print Media Traditional format Trusted by audiences
Useful for information (not demonstration)
Excellent medium for carrying supplemental elements such as coupons and providing access to contact info

2. Newspapers The structure of newspapers Newspaper readers / readership
Frequency of publication (dailies/weeklies)
Size
Circulation
Newspaper readers / readership
Measuring the newspaper audience
Auditing Bureau of Circulation (ABC)
Simmons-Scarborough

3. Newspapers Advertising in newspaper markets
Classified
Display
National versus local
Supplements
Changes in the newspaper industry

4. Newspapers Range of market coverage Comparison shopping
Cost effective way to reach local, regional markets
Comparison shopping
Advertisers with competitive advantage can benefit
Positive consumer attitudes
Ads are viewed as current and credible
Flexibility
Geographic and production flexibility
Interaction of national and local

5. Newspapers Short life span Clutter Limited coverage of certain groups
Less reach with young, elderly, and foreign-language consumers
Low control over placement
Can pay preferred-position rate
Poor reproduction
Lack of selectivity

6. Magazines Types of magazines Audience Geography Demographics
Editorial content
Physical characteristics
Distribution and circulation

7. Magazines Magazine readers and their measurement
Auditing Bureau of Circulation (ABC)
Simmons Market Research Bureau (SMRB)
MediaMark offers MRI
Advertising in magazines
Technology
Format

8. Magazines Target audiences Audience receptivity Long life span Format
Primary advantage is ability to reach specialized audiences
Audience receptivity
Long life span
Format
Magazine formats allow creative variety
Visual quality
Sales promotion
Ads can include coupons, samples, and information cards

9. Magazines Limited flexibility Lack of immediacy High cost Distribution
Ads must be submitted well in advance of publication
Limited choices for ad locations
Lack of immediacy
Some readers don’t look at magazine until long after it has reached their home
High cost
Distribution
Many of the 2,500 different magazines are not available at most newsstands

10. Out-Of-Home Advertising
Outdoor advertising
target specific people with specific messages
Billboards include:
Posters (pre-pasted and applied / extensions)
Painted Bulletin (created onsite)
Buying outdoor space
based on gross rating points / measurement difficult
Simmons Market Research Bureau (national)
Audience Measurement by Market of Outdoor (local)

11. Out-Of-Home Advertising
Advantages
High impact medium with larger than life visuals
Good for reminding about or reinforcing concepts employed in other media
Least expensive of all major media
Disadvantages
Quick exposure, distracted consumers
Message must be brief and simple
Boards are often vandalized
Some states ban or restrict billboards

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

13. Directories Phone / area-wide / suburban / neighborhood
Special interest or niche / business-to-business
Yellow Pages
Strengths
Directories are a shopping medium
Inexpensive and provide excellent ROI
Directories offer flexibility and have a long life
Weaknesses
Extreme clutter
Ads cannot be changed for months
Those who cannot read English are missed

14. Print Media Strategy When to use print Use newspapers if
Use magazines if
Use out-of-home if
Use directories if
Local business
Well-defined target audience
Local business that wants to sell
Local business or can serve local customers
Want extensive market coverage
Want to reinforce or remind
Regional or national business that wants to remind
Want to create action
Your product is consumed in a predictable manner
Must show the product accurately and beautifully
Product requires little information and demonstration
Allow comparisons or provide inquiry and purchase information
Do not need to demonstrate
Need to relate product information
Small to moderate budget
Moderate to large budget