Lecture 10 Flashcards by Marisol Ann Ciovacco

Consumer magazines generate an ave of _ of their

revenues from advtg.

54 %

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Business magazines generate an ave of _ of their

revenues from advtg.

75%

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Newspapers generate _ of their revenues from advtg.

60%

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Over _ of US households subscribe to or buy magazines.

80%

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Print media are considered __ __ media.

“high-involvement”

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Classifications of Magazines By Audience

•Consumer Magazines

Over 2700 consumer magazines in 80 classifications.
Eg: People, Time, Newsweek, Reader’s Digest, etc.

•Farm Magazines
Over 300 publications on farming & agricultural interest.
Eg: Progressive Farmer, etc.

•Business Magazines Nearly 5,000 publications in
200 classifications
Eg: Forbes, Chemical Week, National Law Review, etc.

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Classifications of Magazines By Geography

Local
Regional
National

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Over _ of adults 18+ read print and digital magazines

90%

They read average of 7 issues/month

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P&G and L’Oreal spend over __ on magazine advtg

$500M/yr

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Business Magazines Target Professions or Industries

Nearly 5,000 print & 4,800 digital magazines classified into _ categories

200

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Consumer Magazines Target Specific Interests

2,800 Consumer magazines classified in 80 categories.

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a Farm Publication Can target

specific Farm and agricultural segments efficiently.

300 farm magazines – eg: Farm Journal, Progressive Famer, etc. Divided into 9 categories

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Advantages of Magazines

Selectivity
Reproduction Quality
Creative Flexibility
Permanence
Prestige
Receptivity, Involvement
Services

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Disadvantages of Magazines

Limited Reach
Long Lead Time
Costs
Limited Frequency
Clutter

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Consumer magazines have _ ad pages and _ editorial.

40%, 60%

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Split runs

idk

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Creative Flexibility of Magazines

- Special Features

Cover Positions
Inserts 
Creative Space Buys
Gate Folds
Inserts
Bleed Pages

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Quarter Page Ads Can __ a Media Budget

Extend

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Consumers Rely on Magazines for…

…Information

Use of Various Media for Insight and Ideas

Magazines & Newspapers are highest

Magazine Circulation & Readership Concepts

Primary Circulation
Guaranteed Circulation
Circulation Verification
Pass-Along Readership
Total Audience

People magazine has 3.5 M
circulation but an audience
of 35 M readers

(AAM)

ABC

Alliance for Audited Media

formerly known as Audit
Bureau of Circulations

Characteristics of Newspapers

-Wide Audience

Read by Almost All Consumers
Read Daily in an Ordered Way
Readers Look at Over 3/4of all Pages

Characteristics of Newspapers

-Offer Flexibility

Few Limitations on Ad Size
Spot and Full Color Available
Many Shapes, Sizes, Paper, & Printing

Characteristics of Newspapers

``` The dominant advertising vehicle Account for 15% of ad dollars About 900 daily papers in print Main community medium Local ads provide most of revenue ```

Classified advtg in newspapers had dropped from...

...$20 B in 2000 to $3B in 2020.

Unique Newspaper Features

``` Mass audience Cross-section of population Wide range of content, subjects Timely coverage, daily issues Permanent, durable record Local geographic coverage Selective readership by area Readership concentrated in time ```

Newspaper Classifications

Publication Frequency Type Audience Type

Publication Frequency

Daily | Weekly

Type

National Special-Audience Supplements

Audience Type

Ethnic, Religious, Etc | Business, Financial, Etc

Printed Inserts Help Marketers...

...Reach Consumers.

Newspaper Advantages

``` Extensive Penetration Flexibility Geographic Selectivity Involvement, Acceptance Services Offered ```

Newspaper Disadvantages

``` Production Quality May Be Low They Have a Short Life Span Not Demographically Selective There's Heavy Ad Competition Potentially Poor Placement May Be Overlapping Circulation ```

__ __ Break Through Clutter

Island Ads

Agate line:

unit of newspaper space measurement. 1 column wide by 1/14 inch deep. 14 agate lines = 1 column inch.

There are 14 agate lines per inch. Ad rates are typically ...

..."per line, per column," thus a 2-column, 2-inch ad would be 56 agate lines (2 x 14 x 2 = 56).

‘Standard advertising units’ (SAUs) started in 1984.

Under this: column widths are 2 1/16 inches wide. Tabloid-size papers - 5 columns wide. Standard papers – 6 columns wide. Nowadays 1,400 (90%) newspapers use the SAU system.

Local advertisers are usually still charged by...

...column-inch.

Rate Structures (terms of the trade)

Flat rates, Open-rate structures, Run of Paper (ROP), Preferred position rate

__ __ are also available to advertisers.

“Combination rates”

Flat rates

Offer no discount for quantity or repeated space | buys

Open-rate structure

Discounts are available based on frequency or bulk purchases of space Depend on the number of column inches purchased in a year

Run of paper (ROP)

Paper can place the ad on any page or in any | position it desires

Preferred position rate

Allows advertisers to choose a specific section | and/or position on a page

Combination rates

Advertisers get a discount for using several | newspapers as a group

Consumers Tend To Trust...

...Traditional Media Advertising