BUAD471 CH 12

Special Adence Newspapers

variety of papers offer specialized editorials -published for certain groups -target market based

Open Rate Structure

various discounts are available -generally based on freq or bulk purchase of space -depend on the number of column inches purchased in a year

Classifications

who a magazine is directed at 3 broad categoreis -consumer -health care -business

Newspaper aduience

newspaper circ broken down into: -city zone -retail trading zone

Lim Reach and Freq

not effective in large reach and freq -to inc reach and freq they use magazines in conjunction with TV

Lack of Selectivity

not selective for demographics -most newspapers have a broad and diverse group of cons -more likely to read a special interest magazine

Pass-along Readersghip

occurs when the primary subscriber or purchaser gives a magazine to another person or when the publication is read in a doctors waiting room/beauty salon/airplane etc -primary readers have higher value to advertiser -but secondary should not be ignored

Flat Rates

offer no disc for quantity or repeated space buys

Magazine Networks

offer the advertiser the opp to buy space in a group of publications as a package deal -use a variety of magazine to reach audiences with sim characteristics

Read Most Scores

percentage of ppl who say they read more than half of the copy of an ad -higher with colors

Noted Scores

percentage of readers who remember seeing the ad in a publication they read -6-59% >for four color ads

preprinted inserts

placed into a newspaper

Classified Advertising

provides newspapers with substantial amt of revenue -for sale

Daily Newspaper

published every weekday -found in cities and larger towns across the country -daily newspapers are read by approx 42% of adults each weekday

Cost Elements

rates are a function of: -size -circulation -position in pub -edition -inserts

Ink-jet imaging

reproduces the message by projecting ink onto paper rather than using mechanical plates -allows for personalized advertisements

Audience Info and Research of Magazines

there needs to be a match b/t the magazines readers and the advertisers target info

Primary Circulation

# of copies distributed to these original subscribers or purchasers

Circulation

# of individuals who receive a publication thru either subscription or store purchase -primary -guaranteed

Clutter and Competition

-clutter is a problem for everywhere -the more successful a magazine becomes, the more ad pages it attracts, and this leads to greater clutter -magazines gauge their success in terms of the number of advertising pages they sell -45% advertising and 55% editorial

Future of newspaper

-competition from other media -circulation *raise rates to afford circulation -attracting and retaining readers *constantly declining, need to turn to tech -online delivery *keep up with competition

Purchasing Magazine Advertising Space

-cost elements

Disadvatanges of Magazines

-costs -lim reach and frequency -long lead time -clutter/competition

Poor Reproduction

-course paper stock -lack of color -ppl read it once and throw it away -food comps dont wanna ad bc no color

Types of Newspapers

-daily newspapers -weekly newspapers -national newspapers -special audience newspapers -newspaper supplements

Types of Newspaper

-display advertising -classified advertising -special ads and inserts

Placement Options

-first cover -second cover -third cover -fourth cover *front and back cover are most desired places *many magazines dont sell ads on front cover

Rate Structures

-flat vs open rate -run of paper -preferred position rate -combo rates

Adv of Newspapers

-market penetration -flexibility -geographic selectivity -reader involvement and acceptance -services offered

Magazines

-most specialized of all advertising media -theres a magazine designed to appeal to every type of demographic, lfestyle, activity, interest etc -wide variety inc appeal TV has the highest $$$ in advertising but magazine has the highest NUMBER of ds

Reader involvement and acceptance

-newspapers are highly accepted -some ppl purchase a newspaper for the ads *eval products, compare prices most ppl know what ads will be there -80% of cons newspaper ads were helpful during weekly shopping

Limits to Newspapers

-poor reproduction -short life span -lack of selectivity -clutter

Inserts

-scented ads -pop ups -singing ads -heavy card stock -sticker -digital devices used to break thru the clutter

Adv of Magazines

-selectivity -reproduction quality -creative flexibility -permanence -prestige -cons receptivity and engagement -services

Weekly Newspapers

-small towns/suburbs -focus on news, sports, and events relevant to the local area and ignore national/world news -appeal to local advertisers

Services offered by Newspaper

-source of local market info -assist small companies with copywriting and art services

Newspaper rates

-standard advertising unity *use column widths of 2-1/16 inch wide -tabloid size papers five columns wide and standard or broadcast papers six columns -column inch is the unit of measurement to create the standard broadsheet or tabloid ad size -rates are quoted on this basis -purchase and production has been simplified on a national level -local is slightly different

Ftuture

-stronger editorial platforms -circ management -online delivery methods

DEMOGRAPHIC SELECTIVITY

1)most magazines are editorials and aimed at a specific dem 2)special editions

Split Runs

2 or more versions of an ad are printed in alternate copies of an issue -then test which generates more responses or inquiries -personalized messages

Long Lead Time

30-60 day lead time -long lead time -no changes can be made after this lead date

SERVICES

Magazines offer special services to advertisers -merchandising staff -sale intermediaries 1)split runs 2)selective blinding 3)ink jet imaging

Magazine Selectivity

ability to reach a specific target audience. INTEREST SELECTIVITY -most selective of all media except direct mail -most magazines are published for special interest groups

Units of purchas

ads are sold on the basis of space units -full page (receive 30% more readership) -half page -quarter page colored or b&w *full colored ad costs 30% more -

Local Display Advertising

ads placed by local organizations, businesses, and individuals who want to communicate with consumers in the mkt area served by the newspapers ***supermaret, dept stores -also known as retail advertising account for 85% of local display ads

National/General Advertising

adv done by marketers that are sold on a national/regional level -ads designed to maintain demand for a companys product or service and to complement the efforts of local retailers that stock and promote the advertisers products

Bleed pagers

advertisement extends all the way to the end of the page, no white margins -magazines charge 10-20% extra for bleeds

Preferred Position Rate

advertiser can ensure specific spot in newspaper for a fee

Geographic Selectivity

advertisers can vary their coverage via choosing any paper -local, national etc -alter ad on a market by market basis

Readership and TOtal Audience

advertisers wanna know the total ppl reached -secondary or pass along readership =total number of primary and pass along readers (total readers per copy) x the circulation of an avg issue

stronger editorial platforms

appeal to the interests, lifestyles, and changing demographics of cons as well as business and market trends are in the best position to attract readers and advertisers

Retail/local advertising rates

apply to advertisers that conduct business or sell goods or services within DMA -rates paid by general advertisers are, on avg, 75% higher than those paid by local advertisers

general advertising rates

apply to display advertisers outside the newspapers designated market area -to any classification deemed by the publishers designated market area and to any classification deemed by the publisher to be "general" in nature

Run of Paper

basic rates quoted. paper can place the ad on any page in any position desired -advertiser can ensure certain placement for a higher fee

Consumer Magazines

bought by general public for info and entertainment -3,000 domestic cons magazines broken into 80 classification -subscription, circulation, store distribution ***rep the most major portion of the magazine industry *2/3s of all advertising dollars spent in magazines-best suited for marketers who wanna reach general consumer of products and services as well as to companies trying to reach a specific cons of products and services as well as to comps trying to reach a specific market ---creates a favorable ad environment since ppl are reading a magazine with content of their choice and liking

Magazine Costs

can range upwards of $500k -abs cost is expensive -rel cost; low cost per thousand

Selective Blinding

computerized production process that allows the creation of hundreds of copies of a magazine in one continuous sequence -enables the magazine to target and address specific groups within a magazines circulation base -can send dif editorial or advertising messages to various groups of subscribers within the same issue of publication

Contgrolled Circulation Basis

copies are sent (often free) to individuals the publisher believes can influence the company's purchases

"all other" category

covers all circ not included in either city or retail

Circulation Verification

credibility of circ figures are imp b/c they are the basis for advertising rates -Audit Bureau of Circ *org of leading advertisers, eval data of subscriptions and sales

Audience Info

data on newspaper audience size and characteristics are avail from research -often run thru companies themselves, viewed with caution

Gatefolds

enable the advertiser to make a striking presentation by using a third page that folds out and gives the ad an extra large spread -found on he insde cover of large consumer magazines or on some inside pages -make a very strong impression, especially on special occasions

Creative Flexibility

flexibility in size, type, placement etc of ad matierial. -for an up charge there are many creative optiont to inc attn

Flexibility of Newspapers

flexible in requirements for running an ad -can be put together in a matter of hours -closing time is often 24 hours -creative flexibility- varied sizes, shapes, forat, color, etc

Purchasing Newspaper Space

general vs. local -general advertising is less dependable than local -general advertisers usually dont use newspapers on a continual basis like locals do -newspaper publishers contend that demand for general advertising is inelasric *will not inc if rates are lowered or dec if rates are raised *no incentive to lower the national rates

Combo Rates

get a disc for using several newspapers in a group

Special Ads and Inserts

gov and financial reports -notices and public notices

Prestige

if a product/company relies on perceived quality, reputation etc being featured in a high quality editorial boasts that image -vice versa too the ad quality influences perceptions of the amgazine

Display Advertising

illustrations, headlines, white space, other visual devices in addition to texts -national & local

Short Life Span of Newspapers

kept less than a day -lim repeat exposure

GEOGRAPHIC SELECTIVITY

let advertisers focus ads in certain cities or regions 1)Some magazines are geographically focused *Yankee (new england), southern living 2)purchase ad in a specific geographic edition of a national magazine

Creative Space Buys

lets advertisiers purchase space units in combinations to inc the impact of thei media budget

Permanence

long life span. -magazines are read again and again over several days and often kept for reference -readers are less rushed and devote more time and attn to ads -pass magazines along to other readers

Reproduction Quality

magazines are printed on high quality paper stock and use printing processes that provide excellent reproduction in black, white and color -because there's color it beats newspaper

Farm Publications

magazines directed to farmers and their families -300 publications tailored to nearly every posible type of farming or agricultural interest -not classified with business! Business Publications

Business Publications

magazines or trade journals published for specific businesses -5000 print or 5000 digital US magazines and trade journals into nearly 200 market classification MAJOR CLASSIFICATIONS 1)magazines directed at specific professional groups (lawyer review) 2) industrial magazines directed at businesspeople in manufacturing or production industries 3) trade magazines targeted at wholesalers, dealers, distributors, and retailers 4) general business magazines aimed at executives in all areas of business 5) health care publications targeted to various areas, including dental, medical and surgical, nursing, biotech, and hospital admin

Online delivery Methods

making pubs available online -take adv of internet -video and banner ads

City Zone

market area composed of the city where the paper is published and contiguous areas similar is the character to the city

Retail Trading Zone

market outside the city zone whose residents regularly trade with merchants within the city zone

Market Penetration

more than 40% of households read a daily newspaper -60% of higher income households

Guarenteed Circulation

most magazines follow this -receive rebate if circulation doesnt get guarenteed circ -to minimize rebating the guarenteed numbers are conservative

National Newspapers

national circulation -nationwide news -millions of readers

Circulation Management

second major source of revenue -cost of acquiring subscribers has inc over the years -publishers pay more to maintain their rate of circs guarentees but make less money on each sub sold -now focus on maintain rather than gain

Newspaper Supplements

small magazine put in a anewspaper -loacl story interedst

NAtive Advertising

takes on the look and feel of the surrounding content and how some critics argue that it is challenging the traditional church and state divide b/t editorial and advertising

Consumer Receptivity and Engagement

with the exception of newspapers, cons are more receptive to magazine advertising than any other medium. -magazines are purchased bc the info they contain interests the reader -adv to advertiser is this type of medium holds a readers attn -positive engagement with an ad medium inc advertising recall