This document provides an overview of print advertising, focusing on magazines and newspapers. It discusses the pros and cons of each medium, how they are categorized, common metrics used to evaluate them, and factors that influence advertising rates. Magazine advertising options include ad placement, sizes, and creative elements. Newspaper ad types and how they are ordered and placed are also reviewed. The document aims to explain the major considerations for selecting and buying print advertising.
2. Class Objectives Explain the pros and cons of magazine advertising Discuss the types of magazines & advertising Describe how newspapersare categorized Define the major types of newspaper advertising Explain the pros and cons of newspaper advertising Discuss print media rates
3. Selecting Media Media mix: the combination of media types that work together to most efficiently deliver an advertiser’s message. Selecting the appropriate media mix for an advertiser requires 2 key skills: Understanding the unique characteristics of the media alternatives Determining which media will most efficiently and effectively reach the campaign’s target market
4. Common Media Metrics Reach Frequency CPM (Cost per Thousand) How many people the medium reaches in a certain period of time Average number of times people are exposed to medium in a period of time The cost to reach a thousand people
12. Magazine Advertising: Pros Flexibility: The wide array of choices in magazine formats and coverage can reach any audience. Color reproduction: High quality printing brings readers a positive visual experience of brands in ads. Shelf life: Readers often keep magazines at least a month, so ads may be seen many times to allow more complete communication of the ad message. Prestige: Esteemed magazines, like Time or Charlotte Magazine, can add to the impact of ads within them. Audience targeting: Specialized magazines (Golf Digest) can pinpoint audiences effectively. Pass-along readership: Several people might read one copy of a magazine. American Baby cover: designsbygab.com TIME cover: jamespoling.com
13. Magazine Advertising: Cons Long lead time: Deadlines often 2-3 months from publication, make calls to action difficult. Cost inefficiency: Magazines have a high cost per reader and can be very costly if trying to reach a large audience. Low frequency: Most magazines publish once per month at most. Ad saturation: Many magazines have a higher percentage of advertising than editorial content. Declining circulation: Fewer people are picking up magazines, making it harder for advertisers to reach large audiences with magazines. Southern Living cover: magazinediscountcenter.com TIME cover: jamespoling.com
15. BleedPages Covers Inserts Gatefolds Magazines: Creative Possibilities Magazine ad positions and sizes
16. Magazine Categories: Content Consumer Farm Business Farm magazines c/o farmjournalmedia.com Business magazines c/o cheapmagazinesite.com
17. Magazine Categories: Reach Local Regional National Charleston magazine c/o charlestongolfguide.com ESPN magazine c/o sidneycrosbyspotlight.com
18. Magazine Categories: Size Large Flat Standard Small, pocket,or digest 4 ½” x 6 ½” 6” x 8 1/2” 7” x 10” 9 3/8” x 12 1/8” Cook’s Country c/o themomchef.blogspot.com National Geographic c/o reporter.blog.com
19. Buying Magazines: Understanding Circulation Rate base = circulation figure rates are based on Guaranteed circulation = minimum copies publisher expects to be read Delivered circulation = total number of magazines delivered to distribution outlets * Circulation is audited by 3rd party organization. Guaranteedvs. Delivered Primaryand SecondaryReadership Primary readership = number of people who buy the publication via subscription or newsstands Secondary readership = pass-along readership, an estimate of how many people read an average issue (market research)
25. Magazine Rates & Rate Cards Calculating the CPM for Magazines A magazine’s full-page rate is $10,000, and the publication has a circulation of 500,000. Page rate (Circulation 1000) $10,000 (500,000 1000) = CPM = $20
26. Factors Affecting Ad Rate Discounts for frequency or volume Premiums for color, bleeds, covers or special market editions Magazine Rates & Rate Cards
29. NEWSPAPERS Top US Newspapers by Circulation http://en.wikipedia.org/wiki/List_of_newspapers_in_the_United_States_by_circulation
30. Newspaper Advertising: Pros Mass, local medium: Newspapers reach a mass audience, often within a single market. Credibility: Newspaper ads rank high among consumers in believability studies. Timeliness: Deadlines are generally just a few days out, and news is read in one day. Geographic targeting: Most newspapers offer zoned editions that target neighborhoods or small geographic regions. Creative flexibility: An ad’s physical size and shape can vary to meet the advertiser’s need. Reasonable cost: Lower CPM’s than magazines and other media. Charlotte Observer c/o: newsdesigner.com
31. Newspaper Advertising: Cons Short life span: Most newspapers are kept one day to one week. Audience targeting: Newspapers reach broad, diverse groups of people. Production quality: Newsprint produces a less impressive image than magazines and other print media. Clutter: Several ads can be featured on a page with editorial content. Declining circulation: Much readership has gone online. Control over ad placement: Newspapers often don’t guarantee specific placement. Photo c/o gawker.com
36. Factors Affecting Ad Rate Local, National Rates Discounts for Frequency or Volume Open Rate, Contract & Short Rates Color Rates Newspaper Rates & Rate Cards ROP Rates Premium Positioning Co-Op Rates
37. Newspaper Orders One column wide x one inch tall, the unit of measure for newspaper ads Column Inch Insertion Order Advertiser or agency sends confirmation of ad placement When newspaper creates ad, advertiser opportunity to check it for accuracy Proof Tearsheets Physical proof of ad publication
