The document discusses print media evaluation, focusing on magazines and newspapers. It covers their advantages like selectivity and permanence for magazines. For newspapers, it discusses types like dailies and weeklies, and advertising methods like display and classified ads. Circulation figures and rates are also evaluated, such as guaranteed circulation for magazines and standard advertising units for newspapers.

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Chapter 12
Evaluation of
Print Media:
Magazines
and
Newspapers

2. Magazines and Newspapers
 Present detailed information that can be processed
at the reader’s own pace
 High-involvement media
 Magazines are the most specialized of all
advertising media
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3. Classifications of Magazines
Consumer
magazines Farm publications
Business
publications
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4. Advantages of Magazines
Selectivity
Reproduction quality
Creative flexibility
Permanence
Prestige
Consumer receptivity and engagement
Services
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5. Services
Split runs
• Two or more versions of an ad are printed in alternate copies of a
particular issue of a magazine
• Help determine which ad generates the most responses or inquiries
Selective binding
• Allows creation of hundreds of copies of a magazine in one continuous
sequence
• Computerized production process
• Enables magazines to address specific groups within their circulation base
Ink-jet imaging
• Projects ink onto paper rather than using mechanical plates
• Enables personalization of an advertising message
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6. Disadvantages of Magazines
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Costs
Limited reach and frequency
Long lead time
Clutter and competition
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7. Magazine Circulation
 Primary circulation
 Number of copies distributed to the original
subscribers or purchasers
 Determines magazine’s rate structure
 Guaranteed circulation
 Publishers give advertisers a rebate if the number of
delivered magazines falls below the guarantee
 Figures are set safely below the average actual
delivered circulation
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8. Types of Newspapers
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McGraw-Hill Education.
Daily newspapers
• Found in cities and
larger towns
• Provide detailed
coverage of events,
issues concerning the
local area
• Classifications -
Morning, evening, or
Sunday publications
Weekly newspapers
• Originate in small
towns or suburbs
• Focus on news, sports,
and events relevant to
the local area
• Appeal primarily to
local advertisers
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9. Types of Newspapers
National newspapers
• Have national circulation and editorial content with a nationwide appeal
• Appeal to:
• Large national advertisers
• Regional advertisers that use specific geographic editions of these publications
Special-audience newspapers
• Offer specialized editorial content and are published for
particular groups
Newspaper supplements
• Included by papers in their Sunday editions
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10. Types of Newspaper Advertising
Display advertising
• Uses visual devices in addition to the copy text
Classified advertising
• Ads are arranged under subheads according to the product, service, or
offering being advertised
Special ads and inserts
• Government and financial reports
• Notices and public notices of changes in business and personal
relationships
• Preprinted inserts: Printed by advertiser and taken to the newspaper
to be inserted
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11. Advantages and Disadvantages of
Newspapers
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McGraw-Hill Education.
Advantages
• Market penetration
• Flexibility
• Geographic selectivity
• Reader involvement
and acceptance
• Services offered
Disadvantages
• Poor reproduction
• Short life span
• Lack of selectivity
• Clutter
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12. Categories of Newspaper Circulation
Figures
• Composed of the city where the paper is published and
contiguous areas similar in character to the city
Retail trading zone
All other areas
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City zone
• Market outside the city zone whose residents regularly trade
with merchants within the city zone
• Covers all circulation not included in the city or retail trade
zone
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13. Newspaper Rates
Standard Advertising Units (SAUs)
• Use column widths 2-1/16 inches wide with:
• Tabloid-size papers five columns wide
• Standard or broadcast papers six columns
• Used for national advertising
Column inch
• One inch deep by one column wide
• Rates are quoted per column inch
• Total space costs is calculated by multiplying the ad’s number
of column inches by the cost per inch
• Used for local advertising
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14. Rate Structures
Flat rates
• Offer no discount for quantity or repeated space buys
Open-rate structure
• Discounts are available based on frequency or bulk purchases of space
• Depend on the number of column inches purchased in a year
Run of paper (ROP)
• Paper can place the ad on any page or in any position it desires
Preferred position rate
• Allows advertisers to choose a specific section and/or position on a page
Combination rates
• Advertisers get a discount for using several newspapers as a group
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