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Evaluation of Print Media

12. Evaluation of Print Media. The Role of Magazines and Newspapers. High-involvement . Reader sets the pace. Selective audience. Not intrusive. High readership. 12- 2. Classifications of Magazines. Consumer. Farm. Business. 12- 3. Advantages of Magazines. Selectivity.

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Evaluation of Print Media

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  1. 12 Evaluation of Print Media

  2. The Role of Magazines and Newspapers High-involvement Reader sets the pace Selective audience Notintrusive High readership 12-2

  3. Classifications of Magazines Consumer Farm Business 12-3

  4. Advantages of Magazines Selectivity Reproduction Quality Creative Flexibility Permanence Prestige Receptivity, Engagement Services 12-4

  5. Reader’s Digest Promotes Its Regional Editions 12-5

  6. Creative Flexibility Bleed Pages Creative Space Inserts Gatefolds Pop-Ups Cover Positions 12-6

  7. Special Services Offered by Magazines • Retailer alerts • Consumer research studies • Split runs • Personalized messages to tightly targeted audiences 12-7

  8. Disadvantages of Magazines Costs Limited Reach Limited Frequency Long Lead Time Clutter Competition 12-8

  9. Magazine Circulation Primary Circulation Total Audience Guaranteed Circulation Controlled Circulation Circulation Verification Pass-Along Readership 12-9

  10. Cost Elements of Advertising Space Circulation Size of the ad Position in the publication Editions chosen Production requirements Insertion number/frequency Use of color 12-10

  11. Types of Newspapers National • Special-audience Supplements Daily Weekly 12-11

  12. Types of Newspaper Advertising Display Ads • Local (mostly retail) • National or general Classified Ads • Small items arranged by topic • Rates based on size, duration Special Ads and Inserts • Legal notices - public reports • Notices by people and/or organizations • Political ads • Circulars, catalogs, brochures 12-12

  13. Newspaper Advantages and Limitations Advantages Disadvantages Extensive penetration Low production quality Short life span Flexibility Lack of selectivity Geographic selectivity Clutter Involvement, acceptance Services offered Limited use of color 12-13

  14. Purchasing Newspaper Space General rates Advertisers are outside the newspaper’s designated market area Includes national advertisers Are up to 75% higher than local rates Retail or local rates Advertisers conduct business within the designated market 12-14

  15. Newspaper Advertising Rates Standard Advertising Units Sales byColumn Inch One inch by 2 1/16 inches wide 1 inch deep by 1 column width Fits in all newspapers that use this format size Column widths vary Simplifies rate quotes Column width affects ad size, shape, cost Simplifies production process Complicated purchasing and placement process 12-15

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