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Copyright © 2012 McGraw-Hill Companies, Inc., All right reversedMcGraw-Hill/Irwin
12
Evaluation of Print Media
Magazine in a crises …
• Past few years not kind to traditional media …
• Ad revenue from magazines: 10-15% lower per year
• TV ad revenue: 20% per annum• Why?• Alternatives?
The Role of Magazines and Newspapers
Notintrusive
High-involvement
Reader sets the pace
Selective audience
High readership
12-3
Magazines Target Specific Markets
12-4
Classifications of Magazines
ConsumerConsumer FarmFarm BusinessBusiness
12-5
Consumer Magazines Target Interests
12-6
Example of a Farm Publication
12-7
Business Publications Target Professions or Industries
12-8
Advantages of Magazines
Selectivity
Reproduction Quality
Creative Flexibility
Permanence
Prestige
Receptivity, Engagement
Services
12-9
City Magazines Offer Geographic Targeting
12-10
Creative Flexibility
Pop-Ups
Bleed Pages
Cover Positions
InsertsCreative Space
Gatefolds
12-11
Magazines Can Lend Prestige to a Brand
12-12
Disadvantages of Magazines
Limited Reach
Long Lead Time
Costs
Limited Frequency
Clutter
Competition
12-13
Magazine Circulation
PrimaryCirculation
Pass-AlongReadership
GuaranteedCirculation
CirculationVerification
TotalAudience
ControlledCirculation
12-14
Cost Elements of Advertising Space
Circulation
Size of the ad
Position in the publication
Editions chosen
Production requirements
Insertion number/frequency
Use of color
12-15
The Future for Magazines
Increasing costs
Strong mediacompetition
Decreasing circulations
Declining revenues
Failing publications
Database marketing
Technology advances
Better circulation mgmt
Stronger editorial platforms
Cross-magazine & media deals
Electronic delivery methods
Current Problems Potential Solutions
12-16
Characteristics of Newspapers
• Still a major advertising medium
• Account for nearly 18% of ad spending
• Especially important to local retailers
• Also used by national advertisers
12-17
Types of Newspapers
Special-audience
National
Supplements
Daily
Weekly
12-18
Luxury Brands Go In-House
12-19
Branded Magazines on the Rise
• Greater control of content and images• Establish a brand lifestyle• Nurtures customer relationships• Target specific group of
psychographics
Types of Newspaper Advertising
• Local (mostly retail)• National or general
Display Ads
• Small items arranged by topic• Rates based on size, duration
Classified Ads
• Legal notices - public reports• Notices by people and/or
organizations• Political ads• Circulars, catalogs, brochures
Special Ads and Inserts
12-20
Newspaper Advantages and Limitations
Extensive penetration
Flexibility
Geographic selectivity
Involvement, acceptance
Services offered
Advantages
Short life span
Low production quality
Clutter
Lack of selectivity
Limited use of color
Disadvantages
12-21
Ways To Break Through the Clutter
12-22
Newspaper Advertising Rates
One inch by 2 1/16 inches wide
Fits in all newspapers that use this format size
Simplifies rate quotes
Simplifies production process
Standard Advertising Units
1 inch deep by 1 column width
Sales byColumn Inch
Column widths vary
Column width affects ad size, shape, cost
Complicated purchasing and placement process
12-23
The Future of Newspapers
Problems and issues
Competition from other
media
Declining circulation
Attracting and retaining readers
Online delivery
Cross-media opportunities
12-24
Attracting and Retaining Readers
12-25