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Copyright © 2012 Pearson Canada Inc.
Chapter 8
Print Media:
Newspapers and Magazines
8-1
Copyright © 2012 Pearson Canada Inc.
Learning Objectives Understand the terminology of print advertising Identify the classifications of newspapers and
magazines available to Canadian advertisers Recognize the advantages and disadvantages of
newspapers and magazines as media Assess the considerations and procedures involved in
buying print media Recognize the influence of technology on the print
media
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Copyright © 2012 Pearson Canada Inc.
Newspapers in Canada
124 daily newspapers with an average daily circulation (number of issues sold) of 6 million copies.
1100 community newspapers (generally smaller-circulation) published once a week and directed at a local audience.
Newspapers rank second to TV in Canada, controlling 15% of the net advertising revenues.
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Copyright © 2012 Pearson Canada Inc.
Newspaper Formats
Canadian newspapers are published in two formats: Tabloids - Sold flat with only a vertical
centerfold (e.g., Winnipeg Sun, Vancouver Province)
Broadsheets - Larger and folded horizontally once (e.g., Globe and Mail, Vancouver Sun, Winnipeg Free Press)
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Copyright © 2012 Pearson Canada Inc.
Newspaper Readership
NADbank Inc. (industry sponsored measurement organization) updates data annually by conducting a detailed survey among Canadian adults. Newspapers reach 47% of Canadian adults,
and increases marginally on weekends Readership increases as person’s level of
income and education increases Steady migration to online news
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Copyright © 2012 Pearson Canada Inc.
Types ofNewspaper Advertising
Editorial content is arranged around two broad forms of newspaper advertising:
Display Includes general/national advertising and
retail advertising Classified advertising
Another form of newspaper advertising is: Pre-printed Inserts (retail flyer advertising)
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Copyright © 2012 Pearson Canada Inc.
General (or National) Advertising
Retail Retail ads usually stress sale items and specials
Classified Classified ads provide readers with opportunities
to obtain a variety of products and services
Inserts Canadian retailers spend $2 billion annually
advertising in flyers. Some of this is paid by the manufacturers
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Copyright © 2012 Pearson Canada Inc.
Advantages / Disadvantages of Newspaper Advertising
Advantages: Geographic selectivity
Coverage and reach
Flexibility
Editorial support
Suitable for small advertisers
Disadvantages: Short lifespan Not very targettable
except geographically Clutter Poor reproduction quality
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Copyright © 2012 Pearson Canada Inc.
Buying Newspaper Space: Agate Lines basis
Each column inch of depth in a newspaper contains 14 agate lines.
If an ad is 4 columns wide by 10 inches deep, the number of lines in the ad would be:
4 x 10 x 14 = 560 agate lines.
If the ad ran 10 times, the total number of lines would be:
560 x 10 = 5,600 agate lines
Total agate lines are multiplied by the line rate.
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Copyright © 2012 Pearson Canada Inc.
Buying Newspaper Space: Modular Agate Lines basisModular Agate Lines (MAL):
An ad is expressed in terms of units of width and depth. Each unit contains 30 agate lines.
If an ad is 2 columns wide and 5 units deep, the calculation of total MAL is:
2 x 5 x 30 = 300 MAL
If this ad were to run say 10 times, the total number of lines would be:
300 MAL X 10 = 3000
The number of lines is then multiplied by the line rate.
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Copyright © 2012 Pearson Canada Inc.
Rate Schedules
Line rates are the advertising rates charged by newspapers for one agate line or one modular agate line. Rates charged by line go down as the volume
of the lineage increase over a specific period Costs for additional colour and preferred
position are quoted separately Line rates vary depending on the section of
the newspaper
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Copyright © 2012 Pearson Canada Inc.
Additional Newspaper Advertising Charges
Rates Affected by: Position
Colour
Multiple pages
Pre-printed inserts
Insertion orders
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Copyright © 2012 Pearson Canada Inc.
Insertion Ordersand Tear Sheets
Size of the ad Dates of insertion Use of colour Position requests
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Tear Sheet: Given to client to show that ad appeared in the paper and how it looked If unsatisfactory, advertiser can request a make good, a rerun of the ad at publisher’s expense
Insertion Orders contain details such as:
Line rate to be charged Closing dates Cancellation dates
Copyright © 2012 Pearson Canada Inc.
Comparing Newspapersfor Efficiency
Cost and circulation are used to determine efficiency.
A comparison is made on the basis of what it costs to reach 1,000 people.
CPM = Unit Cost of Ad Circulation (in thousands)
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Copyright © 2012 Pearson Canada Inc.
Comparison of Newspapers
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Copyright © 2012 Pearson Canada Inc.
Magazines in CanadaMagazines are classified in many ways:
Content and Audience Reached Consumer magazines
Business magazines
Circulation Base (Distribution) Paid circulation Controlled circulation
Continued…
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Copyright © 2012 Pearson Canada Inc.
Magazines in Canada (cont.)
Frequency of Publication
and Regional Editions Weekly and Monthly
National, regional and city
Size and Format Digest-size
Standard-size
Large-size8-19
Copyright © 2012 Pearson Canada Inc.
Magazine Circulation and Readership Highlights
It’s possible that a magazine with lower circulation has more readers per copy (average number of people who read a single issue), resulting in a higher readership level.
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Copyright © 2012 Pearson Canada Inc.
Advantages / Disadvantages of Magazine Advertising
Advantages:
Target-Market Selectivity
Geographic Flexibility
Lifespan
Engagement
Quality of Reproduction
Creative Considerations
Pass-Along Readership
Disadvantages:
Lead Time
Clutter
Cost per reach
Limited Frequency
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Copyright © 2012 Pearson Canada Inc.
Advertising Features Offered By Magazines
Bleeds
Gatefolds
Preferred Positions
Inserts and Reply Cards
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Copyright © 2012 Pearson Canada Inc.
Buying Magazine Space
Ad costs are determined by multiplying cost (size) by frequency (number of insertions).
If the cost of a 1 page, 4-colour ad was $20,000 and the ad ran 8 times, the total cost would be:
$20,000 x 8 = $160,000
Additional discounts may apply.
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Copyright © 2012 Pearson Canada Inc.
Magazine Discounts
Number of lines, times, etc.FrequencyFrequency
ContinuityContinuity
CorporateCorporate
Length of time
All pages purchased by a multi-product advertiser
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Copyright © 2012 Pearson Canada Inc.
Additional Magazine Advertising Charges
Colour and position charges are quoted separately on the rate card.
More costly for the inclusion of colour
More costly for a guaranteed position
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Copyright © 2012 Pearson Canada Inc.
Comparing Magazines
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Copyright © 2012 Pearson Canada Inc.
Technology & Print MediaThe print media are launching websites to get their message out. For magazine advertisers, there is a new
opportunity to reach the same target but in a different way.
For interested advertisers, most websites sell Banner ads Sponsorships
Some expansion to specialty television
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