1. Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 9-1 Newspaper Advertising Newspapers are published in two forms: broadsheets and tabloids. There are four types of advertising:  Display (National and Retail)  Retail  Classified  Pre-printed Inserts

2. Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 9-2 Advantages of Newspapers Geographic selectivity Coverage and Reach Flexibility Reader involvement Suitable for large and small budgets

3. Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 9-3 Disadvantages of Newspapers Life span Lack of target market capability Clutter Reproduction quality

4. Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 9-4 Buying Newspaper Space: Agate Lines Each column inch of depth in a newspaper contains 14 agate lines. If an ad is 4 columns wide by 10 inches deep, the number of lines in the ad would be: 4 x 10 x 14 = 560 agate lines. If the ad ran 10 times, the total number of lines would be: 560 x 10 = 5,600 agate lines Total agate lines are multiplied by the appropriate line rate.

5. Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 9-5 Buying Newspaper Space: Modular Units Modular Units: Ad is expressed in terms of units of width and depth. Each unit contains 30 agate lines. If an ad is 2 columns wide and 5 units deep, the calculation of total MAL would be: 2 x 5 x 30 = 300 MAL The number of lines is then multiplied by the appropriate line rate.

6. Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 9-6 Additional Features of Newspapers  Preferred Positions  Colour  Preprinted Inserts  Split Runs

7. Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 9-7 Comparing Newspapers for Efficiency Cost and circulation are used to determine efficiency. A comparison is made on the basis of what it costs to reach 1,000 people. CPM =Cost of Ad Circulation (000)

8. Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 9-8 Comparing Toronto Newspapers StarGlobeSun Cost per line $14.44 $24.86 $6.50 Ad Size 900 lines 900 lines 900 lines Ad cost $12,996 $22,374 $5,850 Circulation 465,638 335,090239,288 CPM $27.79 $66.77 $34.44 Source: CARD, September 2000

9. Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 9-9 Factors that Increase Rates Position Charge A request for a specific location (section, page, etc.). Colour Charge Additional colour increases the cost but produces higher total awareness compared to b&w.

10. Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 9-10 Magazines in Canada Magazines are classified in many ways: 1.Content and Audience Reached Consumer Business 2.Circulation Base Paid circulation Controlled circulation

11. Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 9-11 Magazines in Canada 3.Frequency and Regional Availability Weekly and Monthly National, regional and city 4.Size and Format Digest Standard Large

12. Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 9-12 Advantages of Magazines Demographic Selectivity Geographic Flexibility Life Span Quality Passalong Readership

13. Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 9-13 Magazine Readership Primary Readers A reader who lives (works) at the location where the magazine is received. Passalong Readers Someone who reads the publication but does not live (work) where publication is received. Primary + Passalong = Total Readership

14. Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 9-14 Readers per Copy The actual number of readers will influence advertising decisions. MagazineCirculationReaders per CopyReaders Reader’s Digest 1 2332.63 168 Chatelaine8152.21 766 Maclean’s5053.31 669

15. Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 9-15 Disadvantages of Magazines Lead Time Clutter Low Frequency

16. Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 9-16 Features of Magazines  Bleeds  Preferred Positions  Gatefolds  Inserts and Reply Cards  Split Runs

17. Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 9-17 Buying Magazine Space Costs are determined by multiplying the cost of the ad (determined by its size) by the frequency (number of insertions). If the cost of a 1 page, 4 colour ad was $20,000 and the ad ran 8 times, the total cost would be: $20,000 x 8 = $160,000 Additional discounts may apply. Check the rate card for details.

18. Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 9-18 Comparing Magazines Homemaker’sChatelaineCanadian Living 1P, 4C rate $20,640$38,605 $29,160 Circulation 689,088763,778 551,884 CPM $29.95 $50.54 $52.83 Source: CARD, September 2000

19. Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 9-19 Discounts Offered by Print Media Frequency Continuity Volume Corporate Number of lines, times, etc. Length of time $ spent Products combine lines, times, etc., for better rate