Chapter 10: Print Advertising

Consumer Magazines:

entertainment-oriented periodicals for people who buy products for their own consumption (Time, Sports Illustrated, People)

Farm Publications:

for to farmers and their families or to companies that manufacture or sell agricultural equipment, supplies, and services (Farm Journal, Progressive Farmer)

Classified Display ads:

in the classified section, but have larger-size type, photos, art borders, abundant white space, and color

Display advertising:

includes copy, illustrations or photographs, headlines, coupons, and other visual components

National Magazines:

magazines that are distributed throughout a country (Sports Illustrated, Rolling Stone, TV Guide, National Geographic, AARP The Magazine)

Preprinted Advertising Inserts:

printed in advance by the advertiser and inserted into a specific edition, usually a separate, smaller section of the paper

Daily Newspaper:

published at least five times a week, usually in morning or evening editions

Weekly Newspapers:

published once a week and serve readers in small urban or suburban areas or farm communities with an emphasis on local news and advertising

Form:

submitted when an advertiser wants to run an ad, stating dates on which the ad is to run, its size, requested position, and the rate.

What are standard advertising units (SAU)?

system of standardized advertisement sizes that is accepted by all standard-size newspapers

Business Magazines

target business readers and include trade publications, industrial magazines, and professional journals (Forbes,Architectural Digest, American Banker)

Regional Publications:

targeted to a specific area of the country (Sunset, Southern Living, Vermont Life Magazine)

What are three dates that affect magazine purchases?

-Cover date -On-sale date -Closing date

What are the different types of frequencies of delivery for newspapers?

-Daily -Weekly

What is an insert?

Ad or brochure printed by the advertiser and shipped to the publisher for insertion into a magazine or newspaper.

Frequency:

Average number of times those people are exposed to that medium during that period of time.

What is a media mix?

Combination of media types that work together to most effectively deliver an advertiser's message (newspaper, magazine, radio, tv, billboards, websites, email, direct mail, the internet, and social media)

What is print advertising?

Includes magazines and newspapers, but it could include any message that is produced on printed items, such as brochures, catalogs, direct mail, posters, and outdoor billboards.

What is a gatefold?

Magazine cover or inside page extended and folded over to fit into magazine, sold at a premium price.

Tabloid Newspaper:

about half the size of standard-size newspaper, 14 inches deep and 11 inches wide

Standard-size Newspaper:

measures 22 inches deep and 13 inches wide and is divided into six columns

Virtually all online publications are looking to increase revenues by offering ads and subscriptions in the form of:

-Banners -Pop-ups and pushdowns -Floating ads and online billboards -Interstitials and videos

What categories of magazines are there/

-Consumer magazines -Farm publications -Business magazines -Local city magazine -Regional publications -National magazines

What are the different types of newspaper advertising?

-Display advertising -Classified ads -Public notices -Preprinted advertisement inserts

Cover position is sought by:

Advertisers who plan to advertise in a particular magazine consistently, and have adequate budget

What is cover position?

Advertising space on the front inside, back inside, or back cover of pages of a publication, usually sold at a premium price, with high exposure.

Define bleed:

Color, type, or visuals that run all the way to the edge of a printed page

Proof Copy:

Copy of the completed advertisement used to check for final errors, corrections, or approval. Usually provided by local or regional publications

What is an on-sale date?

Date a magazine is issued for sale.

Most national ads arrive as ___ ___.

Final Art

What are advantages of bleed?

Greater flexibility in expressing the advertising idea, a slightly larger printing area, and dramatic impact.

What are island halves?

Half-Page of magazine space that is surrounded on two or more sides by editorial content and sold at a premium price.

What is a junior edit?

Large magazine ad placed in the middle of a page and surrounded by editorial content. Less Expensive.

Reach:

Number of different people exposed, at lease once, to a medium during a given period of time.

How to verify that an ad ran:

The newspaper tears out the page on which the ad appeared and sends it to the agency or advertiser.

Rates are based on what?

The number of lines the ad occupies.

What does final art mean?

There is no need for a proof copy.

Public Notices:

announce public governmental reports, notices by private citizens and organizations, and financial reports

Classified Ads:

arranged under categories that describe products or service offered, or the need the ads seek to satisfy (student seeking college roommate)

Column inch:

basic unit by which publishers bill for advertising, equal to one vertical inch of column space

Local City Magazines:

caters to upscale, professional people interested in local arts, fashion, and business (5280, Palm Springs Life, L.A. Magazine)

What is a closing date?

The date all ad material must be in the publisher's hands for a specific issue.

What are the different sizes of newspapers?

-Standard -Tabloid

What are the disadvantages of newspaper advertising?

-Lack of selectivity -Short life span -Poor production quality -Clutter (take up space)

What are the advantages of newspaper advertising?

-Mass or local medium -Comprehensive in scope (many topics and audiences) -Geographic targeting -Timeliness -Credibility -Creative flexibility (ad size, color) -An active medium (daily/weekly) -A permanent record/archive -Reasonable cost

Print Media:

-Messages produced on any printed medium -Has more permanence that television or radio -Presents more detailed information -Important component of the media mix

What are considerations to have when buying magazine space?

-Readership -Cost -Mechanical/Art requirements -Closing dates or deadlines -Circulation

What two skills does selecting media involve?

-Understanding the unique characteristics of media alternatives -Determining which media will be the most effective (TV, radio, print, web, social, outdoor, etc.)

SAU column inch:

2 1/16 inches wide by 1 inch deep

___ standard ad sizes for tabloid newspapers.

32

___ standard ad sizes for standard-size newspapers.

56

Today, most ___ for national advertisers are handled through a private central office, the Advertising Checking Bureau.

Tearsheets

What is a cover date?

The data printed on the cover of a publication.

Lead time may be as much as ___ months.

Three