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12. EVALUATION OF PRINT MEDIAPresented By: Roopali- 05, Sharda- 08, Neeta- 18, Nirula- 29, Sourabh Saxena- 38, Shifa- 45
LEARNING OBJECTIVES
• To examine the various types of Magazines and NP and the value of each as an ad medium
• To analyze the advantages and limitations of Magazines and NP as advertising medium
• To discuss how advertising space is purchased in magazines and NP, how readership is measured and how rates are determined
• To consider future developments in magazines and NP and how these trends will influence their use as advertising media
PRINT VS DIGITAL
PRINT VS DIGITAL• In spite of all the challenges, Print Advertising (specially NP’s) is expected to have a
better year compared to 2015. It will expand at 6% VS 5.2 in 2015.
• The circulations for major NP’s and Magazines have seen an increase in 2015 compared to 2014.
Source- This Year Next Year Report- 2016 by GroupM
PRINT VS DIGITAL
Source- Audit Bureau of Circulations
PRINT VS DIGITAL
Source- Audit Bureau of Circulations
PRINT VS DIGITAL
Source- Media Research Users Council (MRUC) and the Research Studies Council of India (RSCI)
PRINT VS DIGITAL• A Better Year For Print
• The increase in ad spends in print is expected from sectors like- Auto Banking and finance
• Regional advertising of telecom and consumer product brands will benefit language dailies
• It is likely that vernacular print media will overshadow the English print media in 2017
• The Hindi and vernacular print media's circulation revenue is to grow by 8–10% in FY17, driven by growing circulation as well as an increase in prices
Source- India Ratings and Research by The Flitch
MAGAZINES
MAGAZINES- CLASSIFICATION• At present, there are more than 5,000
magazines in India, which are published weekly, fortnightly and monthly.
• However, most of them are now shunning away from paper and adopting the digital version.
• Classification of Magazines
Source- India Ratings and Research by The Flitch
Consumer Business Farm• Industrial Magazines• Trade Magazine• Professional Magazines
• General Business Magazines• Health Care Magazines
MAGAZINES- ADVANTAGES & DISADVANTAGES
Selectivity
Advantages Disadvantages
Reproduction of Quality
CreativeFlexibility
• Gatefolds• Bleed Pages
Prestige & Permanence
ConsumerEngagement
Services• Split Runs• Selective Binding• Ink Jet Imaging
Costs
Limited Reach& Frequency
LongLead Time
Clutter &Competition
MAGAZINES- CIRCULATION & READERSHIP
• Circulations
Primary Circulation Guaranteed Circulation Controlled Circulation
• Circulations Verifications
Audit Bureau of Circulation (ABC) Business Publications Audit
• Readership & Total Audience
Pass-along readership Total audience (readers per copy X circulation)
• Audience Information & Research for Magazines
SRDS Media Solutions Syndicated Audience Studies Simmons Market Research Bureau Mediamark Research Inc. (MRI)
MAGAZINES- PURCHASE OF AD SPACE
• Factors Determining the Magazine Rates
• Circulation of the magazine
• Color
• Size of the ad
• Position in the magazine
• Special mechanical or production
• Number and frequency of insertions
NEWSPAPERS
NEWSPAPERS CLASSIFICATION
• In year 2016, 17,000 crores would be spent on Newspaper Advertising
• Classification of Newspapers
Source- India Ratings and Research by The Flitch
Daily NP National NP SupplementsWeekly NP Special Audience NP• Mid Day• Gujarat
Guardian
• Union Times Today • Jagran• Amar Ujala• Rajasthan
Patrika• TOI• HT
• Afaqs Reporter
• ET• Bombay
Times
NEWSPAPER ADVERTISING• Types of NP Advertising
Display Advertising
ClassifiedAdvertising
Special Ads& Inserts
• Local (mostly retail) • National or General
• Small items arranged by topic
• Rates based in size, duration
• Classified display - combination
• Prepared separately by advertisers
Others
• Public Notices
NEWSPAPER- ADVANTAGES & DISADVANTAGES
ExtensivePenetration
Advantages Disadvantages
Flexibility GeographicSelectivity
Reader Involvement
& Acceptance
ServicesOffered
PoorReproduction
Lack of Selectivity
Short Life Span& Clutter
Short LifeSpace
NEWSPAPER AUDIENCE & INFORMATION
• The basic sources of information comes from:
Audit Bureau of Circulation Indian Readership Survey Standard Rate and Data Service (SRDS)
Newspaper circulation figures are generally broken down into three categories:
The city zone The retail trading zone All other zone
NEWSPAPER AUDIENCE & INFORMATION
• The SRDS data contains standardized ad rates, circulation figures, dates, general requirements, contact information, and other valuable information for media.
• Syndicated Market Researche.g. Simmons Market Research Bureau and Media-mark Research Inc
• Many newspapers commission their own audience studies to provide current and potential advertisers with various information
BUYING NEWSPAPER SPACE
• There are 2 ways to buy NP Space
1. Agate Lines Measuring 1/4" deep by 1 standard column wide A standard column is usually 2" wide
2. Column Inch Column inch is 1 inch deep by 1 column wide There are 14 agate lines per column inch
NEWSPAPER RATE TERMINOLOGY• General Rates- Applies to display advertisers outside the NP designated market area
• Local Rates- General advertisers pay 75% more than local advertisers
• Flat Rate- No discount for quantity or repeat purchase
• Open Rates- Various Discounts are available
• Run-of-Paper (ROP)- The NP will decide which page and where to place the ad
• Preferred position- Opposite of Run of Paper (ROP)
• Color rates- Pre-printed inserts/ Sunday supplements
• Combination Rates- Discounts on using several NP’s as a group usually in 24 hours
FUTURE OF PRINT MEDIA
FUTURE OF PRINT
• With literacy rate increasing in India, print still holds a chance to grow
• Digitalization of NP’s and Magazines is important
• Podcasts on Apps
• Strive for paid Subscriptions
THANK YOU