Lecture 1 of new materialNewspapers/MagazinesEmergenceStrengths and LimitationsRatings and BuyingsBuyings and EvaluatingVerificationNEWSPAPERSIn terms of reach, just okayOnly 1/5 of adults regularly read the newspaper, so this is why its reach isn’t too goodMore of a supplemental medium, used to boost frequency among particular market segmentsIn terms of frequency, pretty good (especially a DAILY newspaper)In terms of cost/impression, pretty well up thereNewspaper advertising is comparatively pretty expensiveNewspaper strengthsHigh reach with older, upscale, opinion leadersDesirable target marketsNewspapers have a high credibilitySo advertising is seen as being truthful just by being in a newspaperNewspaper advertising is very immediateYou could change the ad every day if you wanted, can’t do that with a TV adNewspaper drawbacksClutterStandard newspaper page has a million of adsHow will yours stand out? That is the problem of clutterDeclining readershipPeople are reading newspaper less and lessIncreasing cost of advertisingChallenges from online news aggregatorsEveryone can just get online to read news updates, so why pay for newspaper subscription?Enhanced targetingSell their value to media planners in terms of how well they can target and segment marketsNonsubscriber supplementsNewspapers use tools to boost their reach, ex: nonsubscriber supplements (when you move to a new town, they will just mail them to you without you asking)Free issues delivered to nonsubscribersEx: moving to Athens, 2 free weeks of newspapersSections and special insertsThe way newspapers are organized are plannedIf you want to reach older business community, you advertise in the business sectionIf you want to reach young men, advertise in sportsZoned editionsBest uses of newspapers for media planners1. If you are doing a campaign for a local retail business (a store), newspapers are the bestfor local businesses, newspapers make it easy for them to advertiseadvertising directed at people who have already made their decision at what to donewspaper ads people don’t go to decide what to buy, but to see where it is sold locally and priceCategories: classified advertisingmost profitable for newspapers, make more off of this than anythingCategories: display advertising2 varietiesprimarily local businessessupplemental for nationalCategories: co-op advertisingCooperation between local businesses and national companiesThey work togetherEx: owner of peachMac, business owner—doesn’t have time to work on the advertisement for his companyPartnership—local merchants: lower costs, national companies: extended reachMAGAZINESProfileIn terms of reach, even worse than newspapersNewspapers are very specific in who they target, so not a good reach, but this is intentionalIt is largely a supplemental mediumBoosting reach and frequency in particular market segments, not to drive the whole campaignFrequency, they are okay (most magazines comes out once a month, not once a day, so not as good as newspapers)Cost/impression—maybe even more expensive than newspapersDrawbacks of magazines as advertising mediumCostClutterLong lead timeProblem not shared with newspapersYou must have your ad ready to go 2 or 3 months before you want it to appearDifficult to reach large audience segmentsStrengths of magazines as advertising mediumLike newspapers but even more so, magazines do very well in segmenting marketsThere is a magazine for everyone—photographers, skaters, healthy eaters, etc.Magazine for every hobby, lifestyle, etc.Strong visualsFull color images, can lead to greater effectivenessLong life = boost reach and frequency per issueMagazines hang around, stay on a coffee table (maybe people read it more than once), or give away to your friends, etc.Thus they have a larger reach than what circulation saysHigh credibilityThis influences how people influence the ads (seem more credible)Magazines seen as most effective medium in providing knowledge and usable ideasThis carries over into how people view the ads½ of respondents seeing the ads see the ads as being more credible than the storiesalmost 2/3 bought the product as advertisedthis is unbelievablebest use of magazinescomplete informationif ad is trying to give people complete info about a product or service, magazine ads can have paragraphs and people will read itneed for supplemental medium to boost reach/frequencyif you are after older, target, more affluent segmentsmagazines have creative flexibility (as an advertising medium)layout½ page or whole, part of a page, island, etc.paperdon’t have to print on the standard papercolorcan use color effectivelydifferent kind of inks on different kind of papersmetallic gold ink will literally shimmer in the lightsamplesex: perfume samplesRate structure of magazinesHow prices are determined—they vary a lot3 factors that determine costhow often you plan to run an adjust once, paying more per square inch than if you are running it 5 or 10 times (volume discount offered to advertisers by magazines)cheaper the more you buyhow big an ad isif you by a small area, more expensive per square inch, but a big one per square inch you will be spending lesshow picky—where the ad appearsBuyingCost and number of readers aren’t everythingEffectiveness in reaching your target market—that is what you are trying to buyCost efficiencyCPM: cost per thousand readersLower the CPM, the more cost-efficient (a better media buy)CPM = cost of space x 1,000CirculationWeighted CMPCost efficiency of a publication in reaching portion of readership that is your target audienceWeighted CMP = cost of space x 1,000Circulation in your target marketReach of magazinesGRPs (gross rating points)Percent of total target marketGRPs = total circulation of all adsTotal target marketCost effectivenessHow cost effective is your mix of print placements?Which am I using my money in most efficiently?$ per GRP = total cost of print spaceGRPs delivered by printVerificationAudit bureau of circulations (ABC)Verifies that their circulation are what they claimSyndicated market researchSurveys to see who is served by themKey pointsPrintAdvantagesTrusted and influencial (boosts effectivenessSegmenting gepgraphically—newspaper of interest, or segmenting by hobby/lifestyle—magazineDisadvantagesHigh cost and clutterNational and large markets are unreachable in printADPR 3100 Lecture 11 Outline of Last Lecture I. First lecture of test 2 material Outline of Current Lecture