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Title: : http:info.gio.gov.twct.aspxItem18902
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Classification of Magazines (SRDS)
- Consumer magazines
- Farm publications
- Business publications
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Consumer Magazines
- Provide the general public for information or
entertainment. - More detailed classification general editorial,
sports, travel, and womens. - Distribution subscription (circulation), store
distribution, or both. (Figure 12-1) - Frequency weekly, monthly, and bimonthly.
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Consumer Magazines
- Accounting for nearly 2/3 of all advertising
dollars spent in magazines. - Top 25 consumer magazines account for 70 of all
advertising dollars spent in consumer magazines. - Pros specific market segment, favorable
advertising environment, less legal constraints.
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Farm Publications
- Farm publications are not classified with
business publications because historically farms
were not perceived as business.
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Business Publications
- Published for specific business, industries, or
occupations. - Classifications
- Specific professional groups, ex. National Law
Review, Architectural Forum. - Industrial magazines, ex. Iron and Steelmaker,
Chemical Week, and Industrial Engineering. - Trade magazines, ex. Progressive Grocer, Drug
Store News. - General magazines, ex. Forbes, Fortune, and
BusinessWeek. - Health care publications
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Classification of Magazines - ???????????
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Advantages of Magazines
- Selectivity
- Interest
- Demographic editorial content or special edition
- Geographic selectivity magazine that is
targeted toward a particular area, or specific
geographic editions of national or regional
magazines.
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Advantages of Magazines
- Creative flexibility
- Gatefolds (??)
- Bleed pages (????) extra 1020 for bleeds.
- Unusual page sizes and shapes, ex. Exhibit 12-7.
- Inserts (??), ex, coupons or samples.
- Creative space buys, ex. Exhibit 12-8.
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SMIRNOFF
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Heineken
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Heineken
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Advantages of Magazines
- Permanence
- Readers devote nearly an hour over a period of
two or three days to reading an average magazine. - 75 of consumers retain magazines for future
reference. - Less hurried pace and more opportunity to examine
ads in considerable detail.
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Advantages of Magazines
- Reproduction quality
- Far superior to newspapers, particularly when
color is needed. - Prestige
- The product or service may gain from advertising
publications with a favorable image, ex. GQ,
VOUGE, ELLE.
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Advantages of Magazines
- Consumer receptivity and involvement
- Nonintrusive and easily ignored
- Sources of knowledge, information, and usable
ideas - Some magazines are purchased as much for their
advertising as for their editorial content. - Magazine readers are more likely to attend to and
recall ads than are TV viewers.
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Advantages of Magazines
- Services
- Merchandising staffs
- Research studies general consumer trends,
changing purchase patterns, and media usage or
may be relevant to a specific product or
industry. - Split runs
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Disadvantages of Magazines
- Costs
- Ex. 202000 (Time, circulation 4.2 million).
- Tradeoffs among absolute cost, relative cost and
selectivity. - Limited reach and frequency
- Figure 12-3
- Monthly or weekly publications
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Disadvantages of Magazines
- Long lead time
- 30- to 90-day lead time
- Can not be timely in responding to current events
or changing market conditions. - Clutter and competition
- On average (consumer magazine), 45 advertising
and 55 editorial. - Paradox the more successful a magazine becomes,
the more advertising pages it attracts.
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Types of Newspapers
- Daily newspapers
- Read by nearly 60 of adults each weekday and by
68 on Sunday. - Morning, evening, or Sunday publication
- Weekly newspapers
- Originate in small towns or suburbs
- geographic focus and lower absolute cost ? local
advertisers - Ex. ????, ??, ?????.
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Types of Newspapers
- National newspapers
- USA USA Today (2.3 million), The Wall Street
Journal (1.8 million), and The Christian Science
Monitor. - Appeal primarily to large national advertisers
and to regional advertisers that use specific
geographic editions of these publications.
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Types of Newspapers
- Specific-audience newspaper, ex.????, ????, ????,
????,???. - Newspaper supplements (????)
- Sunday supplements contain stories of more local
interest. - Regional supplements
- Specialized weekday supplements cover specific
topics such as food, sports, or entertainment.
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Types of Newspaper Advertising
- Display advertising
- Generally use illustrations, headlines, white
space, and other visual devices in addition to
the copy text. - Account for approximately 70 of the advertising
revenue of the average newspaper. - Local (85 retail) advertising supermarkets,
department stores, banks, and travel agents. - National (general) advertising
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Types of Newspaper Advertising
- Classified advertising
- Arranged under subheads according to the product,
service, or offering being advertised. - Top 3 employment, real estate, and automotive.
- Special Ads and Inserts
- Special ads
- Preprinted inserts are printed by the advertiser
and then taken to the newspaper to be inserted
before delivery.
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Advantages of Newspaper
- Extensive penetration
- In most areas, 50 or more of households read a
daily newspaper, and the reach figure may exceed
70 among households with higher incomes and
education levels. - Morning and evening edition
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Advantages of Newspaper
- Flexibility
- Producing and running ? timely respond, ex,
Exhibit 12-19. - Scheduling
- Various sizes, shapes, and formats
- Use color or special inserts to gain the
interests of readers
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Advantages of Newspaper
- Geographic selectivity
- Let companies feature products on a
market-by-market basis, respond and adapt
campaigns to local market conditions, and tie
into more retailer promotions, fostering more
support from the trade. - Ex. Exhibit 12-20.
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Advantages of Newspaper
- Reader involvement and acceptance
- Not only for news, information, and entertainment
but also for assistance with consumption
decisions. - Many consumers actually purchase a newspaper
because of the advertising it contains. - Readers knowledge about particular sections of
the paper. - Consumers look forward to ads in newspapers more
than in other media. - 80 of consumers said newspaper ads were most
helpful to them in doing their weekly shopping.
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Advantages of Newspaper
- Service offered
- Merchandising services and program
- Excellent sources of local market information
through their knowledge of market conditions and
research like readership studies and consumer
survey. - Assist small companies through free copywriting
and art services.
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Limitations of Newspaper
- Poor reproduction
- If the visual appearance of the product is
important, ex. food or fashions, the advertiser
will no rely on newspaper ads. - Short life span
- Solutions high frequency and advertising in
specific sections (Figure 12-4)
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Limitations of Newspaper
- Lack of selectivity
- Demographics or lifestyle characteristics.
- Clutter
- 64 of the average daily newspaper is devoted to
advertising. - Most ads are black and white.
- Island ads, ex. Exhibit 12-33.
