mcgraw-hill/irwin copyright © 2011 by the mcgraw-hill companies, inc. all rights reserved. chapter...

McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.

Chapter 13

Using Print Media

13-2

Chapter Overview

How print advertising enhances the advertiser’s media mix

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Chapter Objectives

Explain the pros and cons of magazine

advertising

Discuss how to analyze magazine circulation

Discuss how rates are determined for print

media

Discuss how to analyze magazine circulation

Describe how newspapers are

categorized

Define the major types of newspaper

advertising

List several sources of print media data

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Role of the Print Media Buyer

Requires a range of knowledge and abilities

Creativelyintegratesprint mediainto the mix

Understandsprint mediaand technology

Knows howto buy mediaspace

Negotiatesand contractswith media

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Newspapers in the Creative Mix

Top 10 U.S. magazine advertisers in 2008

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Magazine Possibilities

BleedPages

Covers

Inserts

GatefoldsCustom

Magazines

Magazine-length advertisements

Front (first)Inside front (second)

Inside back (third)Outside back (fourth)

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Magazine Possibilities

Magazine ad positions and sizes

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Magazine Categories

Consumer Farm Business

By Content

Local Regional National

By Reach

Large

By Size

Flat StandardSmall or pocket

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Buying Magazine Space

UnderstandingCirculation

Guaranteedvs. Delivered

MerchandisingServices

Paid andControlledCirculation Subscription

and Vendor Sales

Vertical vs.Horizontal

Primary& SecondaryReadership

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Buying Magazine Space

Advertising Age is a good

example of a vertical

publication

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Buying Magazine Space

Discounts for frequency or volume

Premiums for color, bleeds, covers, or

special market editions

Factors Affecting Ad Rate

Print Media-Buying Software

Page rate= CPM

(Circulation ÷ 1,000)

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Newspapers in the Creative Mix

Top 10 U.S. newspaper advertisers in 2008

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Newspapers in the Creative Mix

Who uses newspapers?

49% of adults read daily papersEach section read by 2/3 of

readers52 million newspapers sold daily

$34 billion spent on ads in 2008

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Newspaper Categories

Daily Weekly

By Frequency

Standard Tabloid SAU System

By Size

EthnicBusiness/ Financial

Groups/ Professions

By Audience

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Newspaper Categories

Other Types of Newspapers

Syndicated supplements

Independent shopping guide

National newspapers

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Types of Ads

Designed to look like an ad for a

Dodge Viper, this is actually a 1/18 scale

model from Hotwheels

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Types of Ads

Display ClassifiedPublic

NoticesPreprinted

Inserts

Reading Notices

Co-op Programs

Classified Displays

Obituaries

Weddings

Legal Notices

Catalogs

Brochures

Coupons

Mail-Back Devices

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Buying Newspaper Space

UnderstandingCirculation

Split Runs

ROPvs. Preferred

Position

Color CombinationRates

Short Rate

Flat andDiscount

Rates

Local vs.NationalRates

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Buying Newspaper Space

Co-ops and Networks

One-order, one-bill

Insertion order Run date, size, position, rate, artwork type

Proof Copy vs. camera ready

Verification Tearsheets

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Print: A Worldwide Medium

Every country has newspapers and

magazines

Wealthy, well-educated consumers read English

Political changes spurred new trade magazines

Satellite-to-cable broadcast options supplement print

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Print Media & New

TechnologiesPrint Media