Slide 1Slide 2ObjectivesRole of the Print Media BuyerPros and Cons of Magazine AdvertisingMagazinesSlide 7Using Magazines in the Creative MixHow Magazines are CategorizedSlide 10Slide 11Slide 12Buying Magazine SpaceSlide 14Slide 15Reading Rate CardsSlide 17Slide 18Using Newspapers in the Creative MixPros and Cons of Newspaper AdvertisingSlide 21How Newspapers are CategorizedSlide 23Types of Newspaper AdvertisingHow Advertisers Buy Newspaper SpaceSlide 26Slide 27© 2004 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinChapter15Using Print MediaExamines how print advertising enhances the advertiser’s media mixInsert Milk adp. 485HEREObjectivesExplain the advantages and disadvantages of magazine advertisingDiscuss how to analyze magazine circulationDescribe how newspapers are categorizedDefine the major types of newspaper advertisingExplain the advantages and disadvantages of newspaper advertisingDiscuss how rates are determined for print mediaList several sources of print media dataRole of the Print Media BuyerNegotiate and contract with mediaRequires a range of abilitiesUnderstanding of print media and technologyKnow how to buy magazine and newspaper spaceDevelop ingenious ways to integrate print media into the media mixPros and Cons of Magazine AdvertisingProsFlexibilityColorAuthority / believabilityPermanence PrestigeCost efficiencyPass-along readershipAudience selectivityMerchandizing assistanceMagazinesRolling StoneReaders DigestEasy Rider MagazineAARP MagazinePros and Cons of Magazine AdvertisingConsLong lead timeHeavy advertising competitionLack of immediacyShallow geographic coverageInability to delivery mass audiences at a low priceInability to deliver high frequencyHigh cost per thousandDeclining circulationsUsing Magazines in the Creative MixSpecial possibilities with magazinesBleedCover positionJunior unitIsland halvesInsertGatefoldCustom magazinesExchangesperception, satisfactionHow Magazines are CategorizedContentConsumer magazinesFarm publicationsBusiness magazinesMagazinesTypes of MagazinesPopular MagazinesScholarly MagazinesExchangesperception, satisfactionHow Magazines are CategorizedContentGeographyLocalRegional MoreNationalExchangesperception, satisfactionHow Magazines are CategorizedContentGeographyLargeSizeFlatStandardSmallExchangesperception, satisfactionBuying Magazine SpaceGuaranteed vs. delivered circulationRate base Audit Bureau of Circulations (ABC)Circulation auditGuaranteed circulationExchangesperception, satisfactionBuying Magazine SpaceGuaranteed vs. delivered circulationPrimary and secondary readershipVertical and horizontal publicationsSubscription and vendor salesExchangesperception, satisfactionBuying Magazine SpacePaid and controlled circulationMerchandizing services: Added valueExchangesperception, satisfactionReading Rate CardsRatesCost per thousand (CPM)Page rate(Circulation /1000)Exchangesperception, satisfactionReading Rate CardsRatesDiscountsFrequency discountsVolume discountsExchangesperception, satisfactionReading Rate CardsRatesDiscountsPremium ratesSoftware for buying print mediaGeographic editions Demographic editionsExchangesperception, satisfactionUsing Newspapers in the Creative MixWho uses newspapers?Read a daily newspaper56%Adults read every section60%Newspapers sold daily56 millionSpent on newspaper ads in 1999$46.3 billionPros and Cons of Newspaper AdvertisingProsMass mediumLocal mediumComprehensive scopeGeographic selectivity Timeliness Selective attentionCreative flexibilityCredibility An active mediumA permanent recordReasonable costPros and Cons of Newspaper AdvertisingConsLack of controlOverlapping circulationLack of selectivityShort life spanLow production qualityClutterExchangesperception, satisfactionHow Newspapers are CategorizedFrequency of deliveryPhysical sizeDaily WeeklyStandard sizeStandard advertising unitColumn inchExchangesperception, satisfactionHow Newspapers are CategorizedType of audienceOther types of newspapersSunday supplementsIndependent shopping guidesTypes of Newspaper AdvertisingDisplay advertisingClassified advertisingPublic noticesReading noticeClassified display adsCo-op programsPreprinted insertsHow Advertisers Buy Newspaper SpaceUnderstanding readership and circulationRate cards Local vs. national ratesFlat rates and discount ratesFlat rateOpen rateContract rateBulk discountsFrequency discountsEarned ratesShort rateHow Advertisers Buy Newspaper SpaceUnderstanding readership and circulationRate cards Local vs. national ratesFlat rates and discount ratesCombination ratesRun of paper (ROP) vs. preferred positionColor advertising Split runsShort rateHow Advertisers Buy Newspaper SpaceReadership and circulationCo-ops and networksInsertion orders and tearsheetsInsertion orderProof