Evaluation of

1
Chapter 12

• Evaluation of
• Print Media

2
Classifications of Magazines

• By Geography
• Local
• Regional
• National

• By Content
• Consumer Magazines
• Farm Magazines
• Business Magazines
• Professional Groups
• Industrial / Trade
• General Business

3
Advantages of Magazines

• Selectivity
• Reproduction Quality
• Creative Flexibility
• Permanence
• Prestige
• Receptivity, Involvement
• High information content
• Services

4
Special Magazine Features

• Bleed Pages
• Cover Positions
• Inserts
• Gate Folds
• Creative Space Buys

5
Disadvantages of Magazines

• Costs
• Limited Reach and Frequency
• Long Lead Time
• Clutter and Competition

6
Circulation and Readership

• Circulation of copies sold or distributed
• Readership / Total Audience
• of readers per copy x total circulation
• Audience Research Who are the readers?
• Provided by magazines themselves or by Simmons
  Market Research, Mediamark Research Inc.,
  Standard Rate and Data Service

7
Buying Magazine Space

• Cost is a function of
• circulation
• edition
• ad features
• size, color, position, type, special requirements
• Sold as full-page, half-page, etc. or by column
  inches

8
Newspaper Classifications

• Publication Frequency
• Daily
• Weekly
• Type
• Local / Regional
• National
• Special-Audience
• Supplements

9
Newspaper Characteristics

• Wide Audience
• Read by 60-70 of consumers
• Read daily in an ordered way
• Readers look at 84 of all pages
• Offer Flexibility
• Few limitations on ad size
• Spot and full color available
• Many shapes, sizes, paper, printing
• Placement in special interest sections

10
Advantages of Newspapers

• Extensive penetration
• Flexibility
• Geographic selectivity
• Timely coverage
• Readership concentrated in time
• Involvement, acceptance
• Low cost
• Coupons
• Services offered

11
Newspaper Disadvantages

• Production quality may be low
• Short life span
• Not demographically / psychographically
  selective
• Clutter and competition
• Low attention-getting qualities
• Potentially poor placement

12
Buying Newspaper Space

• Circulation, readership, audience research
  similar to magazines
• Cost depends on
• circulation
• local vs. national advertiser
• purchase frequency
• ad features
• preferred position

13
Buying Newspaper Space

• Ad Types
• Display Ads
• Classified Ads
• Printed Inserts
• Sold by
• Standard Advertising Units
• (2 1/16 column width, 6 columns per page)
• Column Inches
• (1 by 1)