This document provides an overview of print media, including newspapers, magazines, and other forms. It discusses the history and evolution of print media in India, highlighting some of the first newspapers published in various Indian languages. The document then focuses on different types of magazines, their target audiences and advantages, as well as characteristics of newspapers. It also covers topics like circulation figures, readership, costs of advertising, and the future of print media.

1. Evaluation of Print Media
1
2
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

2. Introduction of Print Media
• Print media is one of the oldest and
basic forms of mass communication.
• The contribution of print media in
providing information and transfer of
knowledge is remarkable.
• Even after the advent of electronic
media, the print media has not lost its
charm or relevance.

3. Cond…..
• Print media has the advantage of
making a longer impact on the minds
of the reader, with more in-depth
reporting and analysis.
• Since business in the form of
advertisements in the print was also
flourishing, the media enjoyed a great
deal of financial comfort and provided
jobs to tens of thousands of people
across the globe.

4. Cond…
• James Augustus Hickey is considered
as the "father of Indian press" as he
started the first Indian newspaper
from Calcutta, the Calcutta General
Advertise or the Bengal Gazette in
January, 1780 and thus the history of
Indian Print Media started from the
very same year.

5. Cond….
• Samachar Darpan in Bengali proved to
be the first newspaper in the Indian
language and the first issue of this
daily was published from the
Serampore Mission Press on May 23,
1818.
• On July 1, 1822 the first Gujarati
newspaper the Bombay Samachar was
published from Bombay, which is still
extant. The first Hindi newspaper, the
Samachar Sudha Varshan began in
1854.

6. Cond….
• After such invention this industry had
never looked back. It flourished like a
growing tree and within no time it
became a high valued and influencing
industry.

7. Print media
Print media include such forms as-
 newspapers,
 magazines,
 newsletters,
 poster, etc.

8. Cond….
• Newspapers: Newspapers are the
most popular forms of print media.
Newspapers collect, edit and print
news reports and articles. Ex: TOI,
Business Standard, Gujarat Samachar.
• Magazines: Magazines also offer
advertisers an opportunity to
incorporate various new techniques
and ideas. Ex: CTO Forum(IT) -
Monthly, Business Today(Business) -
Weekly, Forbes India - Bimonthly.

9. Cond….
• Newsletters: Newsletters also form
an important part of print media.
These target a specific group of
audience and give information on the
product. EX: Nari Darpan- Women’s
Studies and Development

10. Cond….
• Brochures: Brochures give detailed
information about the product. These
are mainly distributed at events or
even at the main outlet when a
consumer needs to read in detail
about the product. Ex: ITC product
brochure, hul product brochure.

11. Cond…
• Posters: Posters are forms of outdoor
advertising. The message in a poster
has to be brief and eye catching as it a
person on the move. Ex: Amul poster.

12. The Role of Magazines and Newspapers
Not
intrusive
High-involvement
Reader sets
the pace
Selective
audience
High
readership

13. Magazine Target Markets
Magazines are the most
specialized of all advertising
media. While some, such as
Readers’ Digest and
Newsweek, are mass-appeal
magazines, most are targeted
to a very specific audience.
This slide shows examples of
magazines that target specific
businesses and industries, as
well as individuals engaged in
various professions. Business
publications are important to
marketers because they
provide an efficient way of
reaching the specific types of
individuals who constitute
their target market.

14. Classifications of Magazines
The media research company Standard Rate & Data Service
(SRDS), the primary reference source on periodicals for
media planners, divides magazines into three broad
categories, based on the audience to which they are directed
CCoonnssuummeerr FFaarrmm BBuussiinneessss

15. Consumer Magazines Target Specific Interests
Consumer magazines represent the
major portion of the magazine
industry, accounting for nearly two-thirds
of all advertising dollars spent
in magazines. Consumer magazines
are best suited to marketers
interested in reaching general
consumers, as well to companies
trying to reach a specific target
market.
This slide shows a cover of
Transworld Snow Boarding, which is
a magazine that targets serious
snow boarders. The magazine’s
editorial content also creates a very
favorable advertising environment
for skiing-related products and
services.

16. Consumer Magazines Target Specific Interests
Categories: News,
Science, Sport,
History, Product &
Services

17. Top Magazines

18. Example of a Farm Publication
Farm publications range
from general interest
publications aimed at all
types of farmers, to those in
specialized agricultural
areas, such as poultry
farming or cattle raising.
There are about 300
publications tailored to
nearly every possible type
of farming or agricultural
interest. This slide shows a
cover of Beef magazine,
which is targeted to cattle
ranchers.

19. Example of a Farm Publication Indian Context

20. Business Publications
Business publications are those magazines or trade
journals published for specific businesses, industries, or
occupations. Standard Rate and Data Service breaks
down over 9,300 U.S. business publications into more
than 220 market classifications. Major classifications
include:
•Specific professional groups, such as National Law
Review for lawyers and Architectural Forum for architects
•Industrial magazines, targeted to those in various
manufacturing and productions industries. Examples are
Iron and Steelmaker, Chemical Week, and Industrial
Engineering.
•Trade magazines, targeted to wholesalers, dealers,
distributors, and retailers. Among them are Progressive
Grocer, Drug Store News, Women’s Wear Daily, and
Restaurant Business.

21. Cond….
• General business magazines, aimed at
executives in all areas of business.
Examples are Forbes, Fortune, and
Business Week.
• Healthcare publications, which target
dental, medical, nursing, biotechnical
sciences, and hospital administration.

22. Business Publications

23. Using College Magazines to Reach Students
This shows a copy of The
Daily Aztec, the
newspaper published by
students at San Diego
State University, It is an
example of a paper that is
targeting college
students. More than
1,300 colleges and
universities publish
newspapers that offer
advertisers an excellent
medium for reaching
college students.

24. Advantages of Magazines
•Selectivity.. the ability to reach a specific target
audience.
•Reproduction quality… high-quality paper stock and
printing.
•Creative flexibility… huge flexibility in terms of the type,
size, and placement of advertising material.
•Permanence… magazines remain in the home longer
than any other medium.
•Prestige… products gain prestige when advertised in
publications with a favorable image.
•Receptivity, engagement… studies show that consumers
become involved with magazines when they read them.
•Services… may include such things as sales assistance,
research studies, split runs, selective binding, and
personalized messages.

25. City Magazines Provide Geographic Targeting
This shows the various
city magazines published
in major American cities.
These magazines have
experienced tremendous
growth, as advertisers are
able to focus on specific
local markets that may be
of interest to them. These
publications also have a
readership profile that
appeals to marketers of
upscale brands: high
income, college educated,
loyal, and influential in
their communities.

26. Media Kits and Rate Cards
This shows a page
from the media kit
for Reader’s Digest
magazine. It lists
the various
regional editions
available to
advertisers.

27. Creative Flexibility
ad extends to the
edge of the paper, no
margins or white
space
Creative IInnsseerrttss
Space
such as return
cards, coupons,
and product
samples
PPoopp--UUppss
BBlleeeedd PPaaggeess
Cover
Positions
Cover
Positions
Creative
Space
GGaatteeffoollddss
fold outs that give
an extra large
spread
three
dimensional
special ads
that stand up
when the
page is
opened
special positions such as back, inside
front, inside back
advertisers purchase space
units in certain
combinations to increase
impact

28. Smaller Ads Can Extend a Media Budget

29. Gaining Prestige
A produce or service may gain
from advertising in
publications with a favorable
image. For example, Good
Housekeeping has a unique
consumer policy which states
that if a product bearing its
famous seal is found to be
defective within two years of
purchase, the magazine will
replace the product or refund
the purchase price. The Good
Housekeeping seal can
increase consumer confidence
in a particular brand and
reduce the amount of
perceived risk associated with
a purchase.

30. Consumer Engagement
The “Ideas that live beyond
the page” campaign promotes
the value of advertising in
magazines. The “torn page”
concept illustrates the point
that magazine ads inspire
consumers to take action. In
other words, consumes use
ideas from magazines to
make purchases that improve
results for advertisers.

31. Special Services
Some magazines offer special
services to advertisers, including:
•Calling retailers to let them know a
product is being advertised in an
upcoming issue, and encouraging
them to display or promote the item
•Consumer research studies
•Split runs, where two or more
versions of an ad are printed in
alternate copies of a particular issue
of a magazine
•Personalized messages to tightly
targeted audiences via selective
binding or ink-jet imaging
The ad shown on this shows how
Newsweek promotes the capabilities
of ink-jet imaging for targeting
advertising messages.

32. Disadvantages of Magazines
•Costs… based on size of the audience and their
selectivity. A full-page, four-color ad in Time magazine
cost $256,000 in 2008.
•Limited reach and frequency… not as effective as other
media when it comes to reach and frequency.
•Long lead time… most major publications have a 30- to
60-day lead time, and don’t allow changes after a
specified date.
•Clutter and competition… the more successful a
magazine becomes, the more advertising it attracts,
which leads to greater clutter.

33. Magazine Circulation
Primary
Circulation
Primary
Circulation
Pass-Along
Readership
Pass-Along
Readership
Guaranteed
Circulation
Guaranteed
Circulation
Circulation
Verification
Circulation
Verification
number of individuals who
receive a publication through
subscription or store purchase
Total
Audience
Total
Audience
primary circulation plus
pass along readership
Controlled
Circulation
Controlled
Circulation
the number of copies of the
magazines that the publisher
expects to sell. If this figure
is not reached advertisers
may be given a partial refund
magazine
circulations are
audited by a
copies are sent (free)
to individuals who
influence purchases
primary subscriber or purchaser verification service
gives a magazine to another person

34. Readership and Total Audience
Readers per copy X circulation = Total Audience

35. Media Research Guides Advertisers
SSRRDDSS MMeeddiiaa DDaattaa
Ad Ad rates rates and
and
circulation circulation figures
figures
GGeenneerraall rreeqquuiirreemmeennttss
Contact Contact & & Web Web site
site
information
information
MMeeddiiaa kkiittss
AAuuddiitt ssttaatteemmeennttss
Reader Data
from Magazines
Reader Data
from Magazines
DDeemmooggrraapphhiiccss
FFiinnaanncciiaall pprrooffiillee
LLiiffeessttyyllee iinnffoorrmmaattiioonn
Product usage
characteristics
Product usage
characteristics

36. Cost Elements of Advertising Space
CCiirrccuullaattiioonn
SSiizzee ooff tthhee aadd
PPoossiittiioonn iinn tthhee ppuubblliiccaattiioonn
EEddiittiioonnss cchhoosseenn
PPrroodduuccttiioonn rreeqquuiirreemmeennttss
IInnsseerrttiioonn nnuummbbeerr//ffrreeqquueennccyy
UUssee ooff ccoolloorr

37. Magazine Costs and Networks
TTiimmee
Advertising
Advertising
$$$
$$$
News NNeewwsswweeeekk
Network
UU..SS.. NNeewwss && WWoorrlldd RReeppoorrtt
News
Network

38. The Future for Magazines
DDeecclliinniinngg aadd rreevveennuueess--dduuee ttoo eeccoonnoommicic pprroobblelemmss aanndd ddeecclilnininingg rreeaaddeerrsshhipip
SSttrroonnggeerr eeddiittoorriiaall ppllaattffoorrmmss--aappppeeaal l ttoo inintteerreessttss,, lilfifeessttyyleless,, aanndd cchhaanngginingg ddeemmooggrraapphhicicss
Better circulation mgmt-to increase Better circulation mgmt-to increase oorr mmaaininttaainin ccirirccuulalattioionn
Cross-Mag & media deals-two/more publishers offering their maga’s ad space as 1
package
Cross-Mag & media deals-two/more publishers offering their maga’s ad space as 1
package
Database marketing- more segmentation and niche strategies are
available
Database marketing- more segmentation and niche strategies are
available
Technological advances-allowing for personalized messages to
tightly targeted audiences
Technological advances-allowing for personalized messages to
tightly targeted audiences
OOnnllininee ddeelliviveerryy m meetthhooddss--ppuubblilcicaattioionnss aavvaailialabblele oonnlilninee
Trends

39. Magazines Move Online
Teenage girls and young women are one of the fastest-growing market segments in
America, but they are becoming difficult to reach, particularly through print. They spend a
lot more time listening to the radio or their iPods, watching TV, surfing the Internet, and
chatting online than they do reading magazines.
To capture this elusive audience, magazines such as Teen People, ElleGirl, and Teen Vogue
now offer online versions of their publications.
Conde Nast Publications, which owns Teen Vogue, Vogue, Glamour, Self, and Allure,
recently launched a social Web site called flip.com. The site allows visitors to make “flip
books,” which are multimedia scrapbooks of photographs, homemade music videos, and
other postings.

40. Characteristics of Newspapers
TThhee ddoommiinnaanntt aaddvveerrttiissiinngg vveehhiiccllee
AAccccoouunnttss ffoorr 1188%% ooff aadd ddoollllaarrss
AAbboouutt 11,,550000 ddaaiillyy ppaappeerrss iinn pprriinntt
DDaaiillyyss rreeaadd bbyy 5544%% ooff aadduullttss
MMaaiinn ccoommmmuunniittyy mmeeddiiuumm

41. Types of Newspapers
•Daily – found in cities and larger towns, many of which have more than one. Daily
newspapers are read by over 50% of adults each weekday, by 63% on Sundays, and
can be further divided into morning, evening, or Sunday.
•Weekly – they originate in small towns or suburbs and focus on events relevant to
the local area. There are 6,700 weekly newspapers in the U.S., with an average
circulation of 7,500. They appeal primarily to local advertisers.
NNaattiioonnaall
SSppeecciiaall--aauuddiieennccee
SSuupppplleemmeennttss
DDaaiillyy
WWeeeekkllyy
•National – have a national circulation, such as USA Today and The Christian Science Monitor.
Competitive Media Reporting specifies that national newspapers are published at least five times
per week, with no more than 67% of its distribution in any one area. More than 33% of the
display ads must come from national advertising categories; more than 50% of total advertising
must come from national advertisers.
•Special-audience – published for particular groups, such as labor unions, professional
organizations, industries, and religious groups.
•Supplements – magazine type supplements that appear in the newspaper, such as Parade or
USA Weekend

42. Types of Newspaper Advertising
LLooccaall ((mmoossttllyy rreettaaiill))
NNaattiioonnaall oorr ggeenneerraall
SSmmaallll iitteemmss aarrrraannggeedd bbyy ttooppiicc
RRaatteess bbaasseedd oonn ssiizzee,, dduurraattiioonn
LLeeggaall nnoottiicceess -- ppuubblliicc rreeppoorrttss
NNoottiicceess bbyy ppeeooppllee,, oorrggaanniizzaattiioonnss
PPoolliittiiccaall aaddss
PPrreeppaarreedd sseeppaarraatteellyy bbyy aaddvveerrttiisseerrss
DDiissppllaayy AAddss
CCllaassssiiffiieedd AAddss
PPuubblliicc NNoottiicceess
Printed
Inserts
Printed
Inserts

43. Parade is a Popular Sunday Supplement
Preprinted inserts can be an
effective way for advertisers to
reach readers of newspapers and
to target their ads to specific
markets in large metropolitan
areas.
This slide shows an example of a
large metropolitan newspaper, the
San Diego Union Tribune,
promoting its special insert
services to advertisers. Many
retailers use inserts such as
circulars, catalogs, or brochures to
shoppers in their particular trade
areas. This collateral piece
promotes how these inserts can be
targeted to specific zip codes.

44. Newspaper Advantages and Limitations
Advantages Disadvantages
o Extensive penetration – high
degree of market coverage
o Flexibility – quick turnaround of
running and producing the ads
o Geographic selectivity –
nationally and locally
o Involvement, acceptance –
consumers rely on newspapers
for news, information,
entertainment, and assistance in
purchase decisions
o Services offered – copy writing,
merchandising, market studies
o Poor reproduction quality –
impacts the visual appeal of
certain products (food, clothes)
o Short life span – readership
lasts less than a day
o Lack of selectivity –
newspapers reach broad
consumer groups; it is difficult
to target specific types of
customers
o Clutter – on average, 64% of
a paper is devoted to
advertising

45. Island Ads Break Through Clutter
This shows an example of
an island ad. Island ads
are surrounded by
editorial material or stock
market quotes and are a
good way to get noticed
and break through clutter.

46. Newspaper Circulation Figures
Other
Zone
Other
Zone
Other
Zone
City
Zone
Retail
Trading
Zone

47. Purchasing Newspaper Space
• General rates
–Advertisers are outside
the newspaper’s designated
market area
– Includes national advertisers
–Are up to 75% higher than local rates
• Retail or local rates
–Advertisers conduct business within the
designated market

48. The Newspaper National Network
The Newspaper National
Network targets national
advertisers in six low-use
categories: automotive,
cosmetics and toiletries, good,
household products, liquor
and beverages, and drugs and
remedies. The network’s goal
is to attract more advertising
dollars from national
advertisers in these categories
by promoting the strategic
use of newspapers and
facilitating the purchase of
newspaper space with the one
order/one bill model.

49. Newspaper Advertising Rates
Standard
Advertising Units
One inch by
One inch by
2 1/16 inches wide
2 1/16 inches wide
Fits in all newspapers
that use this format size
Fits in all newspapers
that use this format size
SSiimmpplliiffiieess rraattee qquuootteess
Simplifies production
Simplifies production
process
process
Sales by
Column Inch
1 inch deep by
1 column width
1 inch deep by
1 column width
CCoolluummnn wwiiddtthhss vvaarryy
Column width affects ad
Column width affects ad
size, shape, cost
size, shape, cost
Complicated purchasing
and placement process
Complicated purchasing
and placement process

50. Rate Structures and Terminology
Split Run Rates
Local Rates
Combination Rates
Open Rates
Flat Rates
National Rates
Preferred Position
Color Rates
General rates
Run-of-Paper [ROP]

51. The Future of Newspapers
Problems
and issues
Problems
and issues
Competition
from other
Competition
from other
media
media
Declining
circulation
Declining
circulation
Attracting and
Attracting and
retaining
readers
retaining
readers
Online
delivery
Online
delivery
Cross-media
opportunities
Cross-media
opportunities
Many newspapers will have to gear
up to compete as direct marketers
as well as respond to online sites
for classified ads
Many newspapers are responding to this
issue by emphasizing readership measures
and developing online versions of their
papers
Newspaper readership has been
steadily declining for the past two
decades. Many newspapers are
redesigning their layouts, introducing
new sections, and revising old ones to
appeal to important market
segments, such as women and young
adults.
the growth of the Internet and online
services may erode print version
newspaper readership, especially as
the public becomes more
comfortable with the idea of using
the Internet to read books,
magazines, and newspapers.
Newspapers are banding together to offer national advertisers a package of
newspapers so they don’t have to purchase space in individual papers

52. Attracting and Retaining Readers
Some newspapers offer free classified ads as a way to
attract and retain readers.

53. Attracting and Retaining Readers
This ad is part of a campaign encouraging
young people to read newspapers.

54. Attracting and Retaining Readers
Most daily newspapers now offer online versions of
their newspapers, thus capturing readers who prefer
to get their news from Web sites. The San Diego
Union Tribune also promotes its online editions to
advertisers.