1. Chapter 9
Print Media

2. Learning Objectives
Learn about newspaper, magazine, outdoor and transit advertising as well as directory advertising in terms of the overall trend, advantages and disadvantages as an advertising carrier.

3. Print Media Decreased ad volume (2000):
NP-$49,050M (20.2%), Mag-$12,370M (5.1%)
TV-$59,231M (24.3%), Radio-$19,295 (7.9%)
TV surpassed NP in 1995.
Larger revenues for combined print categories than combined broadcast categories

4. Print Media
People tend to trust print more than broadcast and absorb it more carefully.
Declines in daily readership of newspapers are tapering off and Sunday readership is high.

5. Newspaper Industry ConsolidationTechnology implementation
To improve reproduction, sound, movement, and color.
Industry has tried to match the advantages of :
magazines and radio (market selectivity-e.g.,Some now target specific niches such as the Hispanic population with special inserts) and,
television (total market coverage-e.g., interactive edition).
Most significant changes are in the adoption of online technology and database marketing.

6. Classification of Newspapers
Newspapers Can Be Classified by Three Factors:
Frequency of
Publication
Daily or Weekly
Size
Tabloid or Broadsheet
Circulation
Number of Newspapers
Sold

7. Newspaper Advertising (Tab. 9.3)
Advantages
Range of market coverage
Comparison shopping
Positive consumer attitudes
Flexibility
Interaction of national & local
Disadvantages
Short life span
Clutter
Limited coverage of certain groups
Product criteria
Poor reproduction

8. Classification of Magazines
Audiences
Consumer
Business
Farm
Geography
Cities or
Regions of
the Country
Demographic
Age
Income
Occupation
Editorial
Content
Women
Shelter
Business
Special
Interest

9. Classification of Magazines
Physical
Characteristics
Size of a
Magazine
Most 8.5 x 11
or 6 x 9
Distribution
& Circulation
Traditional or
Nontraditional
Delivery
Controlled or
Paid
Circulation
Readers of
Magazines
92% of
Adults Read
At Least
One Magazine
a Month

10. Magazine Characteristics
Measuring Magazine Readership
Rates are Based on Number of Readers
Magazine Circulation is Number of Copies of an Issue Sold,
Not the Readership of Publication.
Advertising in Magazines
Valuable Medium for Reaching Many Demographic Groups
Magazine Characteristics
Technology
Enables Magazines to Distinguish Themselves:
Selective Binding, Ink-Jet Printing, Desktop Publishing

11. Format of Magazines Format characteristics:
First cover page – front cover
Second cover page – inside front cover
Third cover page – inside back cover
Fourth cover page – back cover
Gutter – white space between the pages running along inside edge of the page
Bleed – page without outside margins
Gatefold – two or more connected pages
Fractional page space – spaces in which a page can be broken into

12. Magazine Advertising (Tab. 9.5)
Advantages
Disadvantages
Target Audiences
Audience Receptivity
Long Life Span
Format
Visual Quality
Sales Promotion
Limited Flexibility
Lack of Immediacy
High Cost
Distribution

13. Using Print Media Magazine circulation
Primary circulation (in-home readers):
Subscription + news stand (a single copy circul.)
A basis for rate structure
Secondary circulation (out-of-home readers)
Paid circulation v. controlled circulation
Guaranteed circulation v. verified circulation
ABC (Audit Bureau of Circulations)
Total audience=readers per copy x circulation of an average issue

14. Out-of-Home Advertising
Includes everything from billboards, hot-air balloons, painted buses & walls, telephone kiosks, to airport terminal displays.
Out-of-home advertisers target specific people with specific messages at a time when they are most susceptible to their impact. i.e. sign at telephone reminds you to make dinner reservations.
Estimates are that $1.8 billion is spent on this media form.

15. Two Kinds of Commercially Sold Billboards
Outdoor Advertising
Poster
Panels
Printed Then
Applied on Existing
Boards.
Dominant Visual
With Minimum
Copy.
Painted
Bulletins
Painted Bulletins
On Removable
Panels that Are
Attached to the
Billboard
Frame.
Two Kinds of Commercially Sold Billboards

16. Outdoor Advertising Buying Outdoor Space The Audience
Industry uses a system based on gross rating points (GRP).
Provides a standard unit for space sales based on quantifiable number of exposures.
Exposure occur when a person sees the outdoor advertising message.
The Audience
Surveys aim (1) to measure respondents’ actual frequencies of exposure, and (2) to relate these frequencies to respondents’ demographic characteristics and travel behavior.

17. Outdoor Advertising (Tab. 9.7)
Advantages
Impact
Strategy
Message
Cost
Long Life
Disadvantages
Message
Exposure
Criticism
Availability

18. Transit Advertising
Uses vehicles such as buses, taxis, and trucks to carry messages.
Also includes posters seen in bus shelters and train, airport, and subway stations.
Types of transit advertising
Interior – seen by people riding insides buses, etc.
Exterior – mounted on sides, rear, and top of these vehicles.
Kiosks are designed for public posting of notices and advertisements.

19. Directories Directories Yellow Pages Advertising Audience
Books that List Names of People or Companies, Their Phone Numbers,
and Their Addresses
Yellow Pages Advertising
Lists all Local and Regional Businesses That Have a Telephone
Number
Directories
Audience
Young to Middle-Aged, Well-Educated, Professional, Or
Managerial, Living in Metropolitan Suburban Area, High Income
Audiotext & Online Directories
Dial a Number and Listen to Stored Information
Database Accessed by Computer

20. Directory Advertising (Tab. 9.8)
Advantages
Disadvantages
Highly Targeted
Cost
Flexibility
Strategy
Long Life
Clutter
Message
Accessibility
Permanence

21. Consumers’ Expectations for Packaging
Ease (to handle and store)
Convenience
List ingredients
Instructions
Life o f product
Disposal method
Toll-free phone number for emergencies
Performance guarantees
Safety guarantees
Environmental safety (biodegradability)
Reusable
Recyclable

22. Review
Learn about newspaper, magazine, outdoor and transit advertising as well as directory advertising in terms of the overall trend, advantages and disadvantages as an advertising carrier.