1. © 2004 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

2. Chapter 15 Using Print Media Examines how print advertising enhances the advertiser’s media mix Insert Milk ad p. 485 HERE

3. Objectives Explain the advantages and disadvantages of magazine advertising Discuss how to analyze magazine circulation Describe how newspapers are categorized Define the major types of newspaper advertising Explain the advantages and disadvantages of newspaper advertising Discuss how rates are determined for print media List several sources of print media data

4. Role of the Print Media Buyer Negotiate and contract with media Requires a range of abilities Understanding of print media and technology Know how to buy magazine and newspaper space Develop ingenious ways to integrate print media into the media mix

5. Pros and Cons of Magazine Advertising Pros Flexibility Color Authority / believability Permanence Prestige Cost efficiency Pass-along readership Audience selectivity Merchandizing assistance

6. Magazines Rolling Stone Readers Digest Easy Rider Magazine AARP Magazine

7. Pros and Cons of Magazine Advertising Cons Long lead time Heavy advertising competition Lack of immediacy Shallow geographic coverage Inability to delivery mass audiences at a low price Inability to deliver high frequency High cost per thousand Declining circulations

8. Using Magazines in the Creative Mix Special possibilities with magazines Bleed Cover position Junior unit Island halves Insert Gatefold Custom magazines

9. Exchanges perception, satisfaction How Magazines are Categorized Content Consumer magazines Farm publications Business magazines

10. Magazines Types of Magazines Popular Magazines Scholarly Magazines

11. Exchanges perception, satisfaction How Magazines are Categorized Content Geography Local RegionalRegional More More National

12. Exchanges perception, satisfaction How Magazines are Categorized Content Geography Large Size Flat Standard Small

13. Exchanges perception, satisfaction Buying Magazine Space Guaranteed vs. delivered circulation Rate baseAudit Bureau of Circulations (ABC) Circulation audit Guaranteed circulation

14. Exchanges perception, satisfaction Buying Magazine Space Guaranteed vs. delivered circulation Primary and secondary readership VerticalVertical and horizontal publicationshorizontal Subscription and vendor sales

15. Exchanges perception, satisfaction Buying Magazine Space Paid and controlled circulationcontrolled Merchandizing services: Added value

16. Exchanges perception, satisfaction Reading Rate Cards Rates Cost per thousand (CPM) Page rate (Circulation /1000)

17. Exchanges perception, satisfaction Reading Rate Cards Rates Discounts Frequency discounts Volume discounts

18. Exchanges perception, satisfaction Reading Rate Cards Rates Discounts Premium rates SoftwareSoftware for buying print media Geographic editionsDemographic editions

19. Exchanges perception, satisfaction Using Newspapers in the Creative Mix Who uses newspapers? Read a daily newspaper 56% Adults read every section 60% Newspapers sold daily 56 million Spent on newspaper ads in 1999 $46.3 billion

20. Pros and Cons of Newspaper Advertising Pros MassMass medium LocalLocal mediummedium Comprehensive scope Geographic selectivity Timeliness Selective attention Creative flexibility Credibility An active medium A permanent record Reasonable cost

21. Pros and Cons of Newspaper Advertising Cons Lack of control Overlapping circulation Lack of selectivity Short life span Low production quality Clutter

22. Exchanges perception, satisfaction How Newspapers are Categorized Frequency of delivery Physical size DailyWeekly Standard size Standard advertising unit Column inch

23. Exchanges perception, satisfaction How Newspapers are Categorized Type of audience Other types of newspaperstypesof Sunday supplements supplements Independent shopping guides shoppingguides

24. Types of Newspaper Advertising Display advertising Classified advertising Public notices Reading notice Classified display ads Co-op programs Preprinted inserts

25. How Advertisers Buy Newspaper Space Understanding readership and circulation RateRate cardsLocal vs. national rates Flat rates and discount rates Flat rate Open rate Contract rate Bulk discounts Frequency discounts Earned rates Short rate

26. How Advertisers Buy Newspaper Space Understanding readership and circulation Rate cardsLocal vs. national rates Flat rates and discount rates Combination rates Run of paper (ROP) vs. preferred position Color advertisingSplit runs Short rate

27. How Advertisers Buy Newspaper Space Readership and circulation Co-ops and networks Insertion orders and tearsheets Insertion order Proof copy Tearsheets