Canadian Advertising in Action

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Canadian Advertising in Action

• Chapter 8
• Print Media Newspapers
• and Magazines

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Learning Objectives

• Identify newspaper and magazine classifications
  for Canadian advertisers
  
• Explain newspaper and magazine advertising
  advantages disadvantages
  
• Assess considerations and processes of print
  advertising
  
• Understand print advertising terminology
• Assess technology influences on print media

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Newspaper Advertising
Newspapers are published in two forms
broadsheets and tabloids. There are four types of
advertising Display (National and Retail) Re
tail Classified Pre-printed Inserts
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Advantages Disadvantages of Newspapers
Advantages
Disadvantages
Short life span Lack of target market capabi
lity
Clutter Reproduction quality
Geographic selectivity Coverage and Reach Fle
xibility Reader involvement Suitable for larg
e small budgets
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Buying Newspaper Space Agate Lines
Each column inch of depth in a newspaper contains
14 agate lines. If an ad is 4 columns wide by 10
inches deep, the number of lines in the ad would
be 4 x 10 x 14 560 agate lines. If the
ad ran 10 times, the total number of lines would
be 560 x 10 5,600 agate lines Total agate
lines are multiplied by the line rate.
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Buying Newspaper Space Modular Agate Lines
Modular Agate Lines (MAL) An ad is expressed in
terms of units of width and depth. Each unit
contains 30 agate lines. If an ad is 2 columns wi
de and 5 units deep, the calculation of total MAL
is 2 x 5 x 30 300 MAL The number of
lines is then multiplied by the line rate.
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Additional Features of Newspapers
Preferred Positions (more costly, targeted to
particular readers) Colour (more costly, but str
onger impact) Multiple-page Charges Preprinted
Inserts Split Runs
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Comparing Newspapers for Efficiency
Cost and circulation are used to determine
efficiency. A comparison is made on the basis of
what it costs to reach 1,000 people.

CPM Unit Cost of Ad Circulation (000
) (in thousands)

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Comparing Toronto Newspapers
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Magazines in Canada
Magazines are classified in many ways
Content and Audience Reached Consumer Business
(both horizontal vertical) Circulation Base
Paid circulation Controlled circulation
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Magazines in Canada
Frequency and Regional Availability
Weekly and Monthly National, regional and city
Size and Format Digest Standard Large-forma
t
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Advantages Disadvantages of Magazines
Advantages
Disadvantages
Long lead time Cost Clutter Low Frequency
Demographic Selectivity Geographic Flexibility
Life Span Environment Quality / Creative
Pass-along Readership
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Magazine Readership
Primary Readers A reader who lives (works) at the
location where the magazine is received.
Passalong Readers Someone who reads the publicati
on but does not live (work) where publication is
received.
Primary Passalong Total Readership
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Readers per Copy
The actual number of readers will influence
advertising decisions.
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Features of Magazines
Bleeds Gatefolds Preferred Positions In
serts and Reply Cards
Split Runs
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Buying Magazine Space
Ad costs are determined by multiplying cost
(size) by frequency (number of insertions).
If the cost of a 1 page, 4-colour ad was 20 000
and the ad ran 8 times, the total cost would be
20 000 x 8 160 000 Additional discounts
may apply. See rate card.
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Comparing Magazines
Homemakers
Chatelaine
Canadian Living
1pg, 4-colour rate 21 260 41 750 31 865
Circulation 501 402 704 779 543 826
CPM 42.40 59.23 58.59
Source Canadian Media Directors Council Media
Digest, 2003-2004 p. 45
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Comparing Magazines
Homemakers
Homemakers Chatelaine Canadian Living
Chatelaine
Canadian Living
Visit each of the above sites compare and
contrast their focus, features, and apparent
targets. Compare to the hard-copy versions.
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Discounts Offered by Print Media
Number of lines, times, etc.
Length of time
spent
Products combine lines, times, etc., for better
rate
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Technology Print Media

• Audiences can be reached differently
• Most print media also have websites
• Key news feature articles online
• News updates
• Online polls
• Banner ads
• Sponsorships
• Some expansion to specialty television