Chapter
chapter15
Using Print Media
How print advertising enhances the advertiser’s media mix
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.
McGraw-Hill/Irwin Contemporary Advertising, 11e
15-3
Chapter 15 Objectives
Discuss how to analyze magazine circulation
Explain the advantages & disadvantages of magazine advertising
Define the major types of newspaper advertising
Describe how newspapers are categorized
Discuss how rates are determined for print media
Explain the advantages & disadvantages of newspaper advertising
List several sources of print media data
15-4
Role of the Print Media Buyer
Requires a range of knowledge and abilities
Negotiates and contracts with media
Understands print media and technology
Knows how to buy media space
Creatively integrates print media into the mix
15-5
Using Magazines in the Creative Mix: Pros and Cons
Insert ex. 15-1, p. 481
Top 10 U.S. advertisers in 2005
2005 top 10 U.S. magazine advertisers
horiz.,
Position = 2.9” vertical 1.5”
Size = 5.7”
WIDE
Resolution: 300 dpi
15-6
Using Magazines in the Creative Mix: Possibilities
Covers
Inserts
Gatefolds
Bleed Pages
Custom Magazines
Magazine ad positions and sizes
Insert ex. 15-2, p. 483
Ad position, size, and shape
Position = centered horiz., 3.2”
vertical
WIDE
Size = 7.11”
Resolution: 300 dpi
15-7
Using Magazines in the Creative Mix: Categories
By Content
Consumer Farm Business
By Reach
Local Regional National
By Size
Large Flat Standard Small or Pocket
15-8
Buying Magazine Space
Guaranteed vs. Delivered
Merchandising Services Primary and Secondary Readership
Understanding Circulation
Vertical vs. Horizontal Paid and Controlled Circulation
Subscriptions and Vendor Sales
15-9
Insert photo 15.11, p. 491
Buying Magazine Space
Advertising Age
cover
Position = 0.35” horiz., 0.4”
vertical
Size = 5.75”
A cover of Advertising Age magazine, a vertical publication
TALL Resolution: 300 dpi
15-10
Buying Magazine Space
Cost per thousand:
Factors Affecting Ad Rate
Discounts for frequency or volume
Premiums for color, bleeds, covers, or special market editions
Print Media-Buying Software
= CPM Page rate (Circulation ÷ 1,000)
15-11
Using Newspapers in the Creative Mix
Insert ex. 15-5, p. 495
Top 10 newspaper advertisers in the U.S.
Top 10 newspaper advertisers in the United States in 2005
horiz., 1.5”
Position = 2.9” vertical
Size = 5.7”
WIDE
Resolution: 300 dpi
Insert photo 15.12, p. 494
Village Voice
ad
15-12 Using Newspapers in the Creative Mix Village Voice ad for non- subscribing readers
Position = 0.35” vertical 0.4”
horiz.,
Who uses newspapers?
TALL
Size = 5.75”
54% of adults read daily papers
Resolution: 300 dpi
Each section read by 2/3 of readers
55 million newspapers sold daily
$46.7 billion spent on ads in 2004
15-13
Using Newspapers in the Creative Mix: Categories
By Frequency
Daily Weekly
By Size
Standard Tabloid SAU System
By Audience
Ethnic Business/ Financial Groups/ Professions
15-14
Using Newspapers in the Creative Mix: Types of Ads
Insert photo 15.13, p. 496
Publix ad
Position = 2.9”
horiz., 1.5”
vertical
Ad for Publix Supermarkets promotes the everyday activity of grocery shopping
Size = 5.7”
WIDE
Resolution: 300 dpi
15-15
Using Newspapers in the Creative Mix: Types of Ads
Display
Classified
Public Notices
Preprinted Inserts
Obituaries Catalogs
Classified Displays Reading Notices
Weddings Brochures
Co-op Programs
Legal Notices Coupons
Mail-Back Devices
15-16
Buying Newspaper Space
Co-ops and Networks
Local vs. National Rates
Split Runs
Insertion order
Understanding Circulation
Flat and Discount Rates
Proof Copy
Short Rate
ROP vs. Preferred Position
Tearsheets
Color Combination Rates
15-17
Insert photo 15.16, p. 501
Buying Newspaper Space
Insertion order for Supra Media
Newspaper ad co-op insertion order
Position = 0.35” horiz., 0.4”
vertical
Size = 5.75”
TALL Resolution: 300 dpi
15-18
Print: A Worldwide Medium
Insert photo 15.17, p. 504
Concern India Foundation poster aimed at transnational corporations
Concern India Foundation ad
Position = 2.9” horiz., 1.5”
vertical
Size = 4.6”
TALL
Resolution: 300 dpi
