2. 11-2
Class Objectives
Explain the pros and cons of
magazine advertising
Discuss the types of
magazines & advertising
Describe how newspapers
are categorized
Define the major types of
newspaper advertising
Explain the pros and cons of
newspaper advertising
Discuss print media rates
3. 11-3
Selecting Media
Selecting the appropriate media mix
for an advertiser requires 2 key skills:
Understanding the unique characteristics of the media alternatives
Determining which media will most efficiently and effectively reach the
campaign’s target market
Media mix: the combination of media types that work
together to most efficiently deliver an advertiser’s
message.
4. 11-4
Common Media Metrics
Reach Frequency
CPM (Cost per
Thousand)
How many people
the medium reaches
in a certain period
of time
Average number of
times people are
exposed to medium
in a period of time
The cost to reach a
thousand people
5. 11-5
Print Media
o Magazines
o Newspapers
o Directories (e.g. Yellow Pages)
o Brochures
o Coupon packets
o Mail
o Posters
6. 11-6
Top US Magazines by Circulation
http://en.wikipedia.org/wiki/List_of_magazines_by_circulation
MAGAZINES
7. 11-7
Magazine Advertising: Pros
Flexibility: The wide array of choices in magazine formats
and coverage can reach any audience.
Color reproduction: High quality printing brings readers a
positive visual experience of brands in ads.
Shelf life: Readers often keep magazines at least a
month, so ads may be seen many times to allow more
complete communication of the ad message.
Prestige: Esteemed magazines, like Time or Charlotte
Magazine, can add to the impact of ads within them.
Audience targeting: Specialized magazines (Golf Digest)
can pinpoint audiences effectively.
Pass-along readership: Several people might read one
copy of a magazine.
American Baby cover: designsbygab.com TIME cover: jamespoling.com
8. 11-8
Magazine Advertising: Cons
Long lead time: Deadlines often 2-3 months from
publication, make calls to action difficult.
Cost inefficiency: Magazines have a high cost per
reader and can be very costly if trying to reach a
large audience.
Low frequency: Most magazines publish once per
month at most.
Ad saturation: Many magazines have a higher
percentage of advertising than editorial content.
Declining circulation: Fewer people are picking up
magazines, making it harder for advertisers to reach
large audiences with magazines.
Southern Living cover: magazinediscountcenter.com TIME cover: jamespoling.com
13. 11-13
Magazine Categories: Size
Large Flat Standard
Small, pocket,
or digest
Cook’s Country c/o themomchef.blogspot.com National Geographic c/o reporter.blog.com
9 3/8” x 12 1/8”
7” x 10”
6” x 8 1/2”
4 ½” x 6 ½”
14. 11-14
Guaranteed
vs. Delivered
Primary
and Secondary
Readership
Buying Magazines: Understanding Circulation
Rate base = circulation figure rates are based on
Guaranteed circulation = minimum copies
publisher expects to be read
Delivered circulation = total number of
magazines delivered to distribution outlets
* Circulation is audited by 3rd party organization.
Primary readership = number of people who buy
the publication via subscription or newsstands
Secondary readership = pass-along readership,
an estimate of how many people read an average
issue (market research)
17. 11-17
Magazine Rates & Rate Cards
Calculating the CPM for Magazines
A magazine’s full-page rate is $10,000,
and the publication has a circulation of 500,000.
Page rate
(Circulation 1000)
= CPM
$10,000
(500,000 1000)
= $20
18. 11-18
Discounts for frequency
or volume
Premiums for color,
bleeds, covers or special
market editions
Factors Affecting Ad Rate
Magazine Rates & Rate Cards
22. 11-22
Newspaper Advertising: Pros
Mass, local medium: Newspapers reach a
mass audience, often within a single market.
Credibility: Newspaper ads rank high among
consumers in believability studies.
Timeliness: Deadlines are generally just a few
days out, and news is read in one day.
Geographic targeting: Most newspapers offer
zoned editions that target neighborhoods or small
geographic regions.
Creative flexibility: An ad’s physical size and
shape can vary to meet the advertiser’s need.
Reasonable cost: Lower CPM’s than
magazines and other media.
Charlotte Observer c/o: newsdesigner.com
23. 11-23
Newspaper Advertising: Cons
Short life span: Most newspapers are kept
one day to one week.
Audience targeting: Newspapers reach
broad, diverse groups of people.
Production quality: Newsprint produces a
less impressive image than magazines and
other print media.
Clutter: Several ads can be featured on a
page with editorial content.
Declining circulation: Much readership has
gone online.
Control over ad placement: Newspapers
often don’t guarantee specific placement.
Photo c/o gawker.com
28. 11-28
Newspaper Rates & Rate Cards
Local, National
Rates
Factors Affecting Ad Rate
Discounts for
Frequency
or Volume
Open Rate,
Contract & Short
Rates
Color Rates
ROP Rates
Premium
Positioning
Co-Op Rates
29. 11-29
Newspaper Orders
Insertion Order
Advertiser or agency sends
confirmation of ad placement
Proof
When newspaper creates ad,
advertiser opportunity to check it
for accuracy
Tearsheets
Physical proof of ad publication
Column Inch
One column wide x one inch tall,
the unit of measure for
newspaper ads
