This document provides an overview of print advertising, focusing on magazines and newspapers. It discusses the pros and cons of each medium, how they are categorized, common metrics used to evaluate them, and factors that influence advertising rates. Magazine advertising options include ad placement, sizes, and creative elements. Newspaper ad types and how they are ordered and placed are also reviewed. The document aims to explain the major considerations for selecting and buying print advertising.

1. Print Advertising

2. Class ObjectivesExplain the pros and cons of magazine advertisingDiscuss the types of magazines & advertisingDescribe how newspapersare categorizedDefine the major types of newspaper advertisingExplain the pros and cons of newspaper advertisingDiscuss print media rates

3. Selecting MediaMedia mix: the combination of media types that work together to most efficiently deliver an advertiser’s message.Selecting the appropriate media mix for an advertiser requires 2 key skills:Understanding the unique characteristics of the media alternativesDetermining which media will most efficiently and effectively reach the campaign’s target market

4. Common Media MetricsReachFrequencyCPM (Cost per Thousand)How many people the medium reaches in a certain period of timeAverage number of times people are exposed to medium in a period of timeThe cost to reach a thousand people

5. Print MediaMagazines

6. Newspapers

7. Directories (e.g. Yellow Pages)

8. Brochures

9. Coupon packets

10. Mail

11. PostersTop US Magazines by Circulationhttp://en.wikipedia.org/wiki/List_of_magazines_by_circulationMAGAZINES

12. Magazine Advertising: ProsFlexibility: 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

13. Magazine Advertising: ConsLong 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

14. Top Magazine Advertisers U.S.

15. BleedPagesCoversInsertsGatefoldsMagazines: Creative PossibilitiesMagazine ad positions and sizes

16. Magazine Categories: ContentConsumerFarmBusinessFarm magazines c/o farmjournalmedia.com Business magazines c/o cheapmagazinesite.com

17. Magazine Categories: ReachLocalRegionalNationalCharleston magazine c/o charlestongolfguide.com ESPN magazine c/o sidneycrosbyspotlight.com

18. Magazine Categories: SizeLargeFlatStandardSmall, pocket,or digest4 ½” x 6 ½” 6” x 8 1/2”7” x 10”9 3/8” x 12 1/8”Cook’s Country c/o themomchef.blogspot.com National Geographic c/o reporter.blog.com

19. Buying Magazines: Understanding CirculationRate base = circulation figure rates are based onGuaranteed circulation = minimum copies publisher expects to be readDelivered circulation = total number of magazines delivered to distribution outlets* Circulation is audited by 3rd party organization.Guaranteedvs. DeliveredPrimaryand SecondaryReadershipPrimary readership = number of people who buy the publication via subscription or newsstandsSecondary readership = pass-along readership, an estimate of how many people read an average issue (market research)

20. Buying Magazines: Understanding CirculationVertical vs.HorizontalSubscriptionsand Vendor SalesAdvertising Age c/o tipb.com Purchasing c/o en.wikipedia.org Newsstand c/o huffingtonpost.com

21. Buying Magazines: Understanding CirculationPaid andControlledCirculationMerchandisingServicesAdvance copies

22. Market research

23. Promotions

24. Etc.Audio Media c/o sceper.eu Food Network c/o adage.com

25. Magazine Rates & Rate CardsCalculating 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) $10,000 (500,000  1000)= CPM= $20

26. Factors Affecting Ad RateDiscounts for frequency or volumePremiums for color, bleeds, covers or special market editionsMagazine Rates & Rate Cards

27. AARP Magazine Rateshttp://aarpmedia.org/rates_nationalReader’s Digest Magazine Rateshttp://www.rdglobaladvertising.com/rates/rates.shtml?united_states_englishExamples of Magazine Rate Cards

28. Rating Exercise

29. NEWSPAPERSTop US Newspapers by Circulationhttp://en.wikipedia.org/wiki/List_of_newspapers_in_the_United_States_by_circulation

30. Newspaper Advertising: ProsMass, 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