Evaluation of Print Media
Classifications of Magazines
Consumer Magazines Farm Magazines Business Magazines Professional Group Magazines Industrial Magazines Trade Magazines General Business Magazines Health Care magazines
Advantages of Magazines Magazines are targeted to specific audiences Special Magazine Features Bleed Pages Cover Positions Inserts Gate Folds Island Halves Disadvantages of Magazines Magazine Circulation and Readership Circulation Primary Circulation Guaranteed Circulation Controlled-circulation Readership and Total Audience Pass-along readership Total audience ( readers per copy X circulation) Audience Information and Research Circulation Verification Services Audit Bureau of Circulation (ABC) Business Publications Audit SRDS Media Solutions Syndicated Audience Studies Simmons Market Research Bureau Mediamark Research Inc. (MRI) SRDS Media Solutions provides information on magazine for media planners Factors determining magazine ad rates Circulation of the magazine Color Size of the ad Position in the magazine Special mechanical or production Number and frequency of insertions The Future of Magazines Declining Ad Revenues Stronger Editorial Platforms Circulation Management Cross-Magazine and Media Deals Database Marketing Advances in Technology Electronic Delivery Methods Most magazines cannot survive without advertising revenue Newspaper Overview The dominant advertising vehicle Account for 22% of ad dollars Over 1,400 daily papers in print Daily circulation over 60 million Main community medium Local ads provide 85% of revenue Newspaper Classifications Newspaper Advertising Display Ads Local (mostly retail) National or General Classified Ads Small items arranged by topic Rates based in size, duration Classified display - combination Public Notices Legal notices - public reports Notices by people, organizations Printed Inserts Prepared separately by advertisers Advantages of Newspapers Extensive Penetration Flexibility Geographic Selectivity Reader Involvement, Acceptance Services Offered Section Segmentation Sports Section Heavy (down-scale) male readership Society Section Heavy (mid-scale) female readership Financial Section Appeals to the business reader Comic Section Heavy child/adolescent readership Ads can be run in various sections of most newspapers Newspaper Drawbacks Production quality may be low Short life span Lack of selectivity Clutter Potential for poor ad placement Maybe overlapping circulation Two Ways to Buy Newspaper Space Measuring 1/4" deep by 1 standard column wide A standard column is usually 2" wide
Advantages of Magazines
Magazines are targeted to specific audiences
Special Magazine Features
Disadvantages of Magazines
Magazine Circulation and Readership
Audience Information and Research
SRDS Media Solutions provides information on magazine for media planners
Factors determining magazine ad rates
The Future of Magazines
Most magazines cannot survive without advertising revenue
Newspaper Overview
Newspaper Classifications
Newspaper Advertising
Advantages of Newspapers
Section Segmentation
Ads can be run in various sections of most newspapers
Newspaper Drawbacks
Two Ways to Buy Newspaper Space
Rate Terminology General Rates Local Rates Flat Rates Open Rates General Rates Local Rates Flat Rates Open Rates Unique Newspaper Features Mass audience Cross-section of population Local geographic coverage Wide range of content, subjects Selective readership by area Timely coverage, daily issues Readership concentrated in time The Future of Newspapers Competition from other media Circulation management Cross-media buys with other newspapers and magazines Attracting and retaining readers Newspapers are trying to attract younger readers
Rate Terminology
Unique Newspaper Features
The Future of Newspapers
Newspapers are trying to attract younger readers
Background of IMC Group
Company introduction
Advertisement planning
Commonweal advertisement
Broadcast Media
Communication Process