2. Learning Objectives
• To examine the structure of the
magazine and newspaper industries
and the role of each medium in the
advertising program.
• To examine the advantages and
limitations of magazines and
newspapers as advertising media.
• To examine the various types of
magazines and newspapers and the
value of each as an advertising
medium.
3. The Role of Magazines and Newspapers
Reader sets
the pace
Not
intrusive
Selective
audience
Highinvolvement
High
readership
8. • Amongst English daily, Times of India
tops the Indian Readership Survey for
2011-Q2 with a readership of 74.71
lakh, followed by Hindustan Times
(37.37 lakh), The Hindu (20.77 lakh),
The Telegraph (12.09 lakh) and
Deccan Chronicle (10.88 lakh) forming
Top 5 list of English dailies of the
country.
• Identify Top 10 List of English Dailies
21. Media Research Guides Advertisers
SRDS Media Data
SRDS Media Data
Reader Data
Reader Data
from Magazines
from Magazines
Ad rates and
Ad rates and
circulation figures
circulation figures
Demographics
Demographics
General requirements
General requirements
Financial profile
Financial profile
Contact & Web site
Contact & Web site
information
information
Lifestyle information
Lifestyle information
Media kits
Media kits
Audit statements
Audit statements
Product usage
Product usage
characteristics
characteristics
22. Cost Elements of Advertising Space
Circulation
Circulation
Size of the ad
Size of the ad
Position in the publication
Position in the publication
Editions chosen
Editions chosen
Production requirements
Production requirements
Insertion number/frequency
Insertion number/frequency
Use of color
Use of color
23. Magazine Costs and Networks
Advertising
Advertising
$$$
$$$
Time
Time
News
News
Network
Network
Newsweek
Newsweek
U.S. News & World Report
U.S. News & World Report
24. The Future for Magazines
Declining ad revenues
Declining ad revenues
Stronger editorial platforms
Stronger editorial platforms
Better circulation mgmt
Better circulation mgmt
Cross-Mag & media deals
Cross-Mag & media deals
Database marketing
Database marketing
Trends
Technological advances
Technological advances
Online delivery methods
Online delivery methods
26. Characteristics of Newspapers
The dominant advertising vehicle
The dominant advertising vehicle
Accounts for 18% of ad dollars
Accounts for 18% of ad dollars
About 1,500 daily papers in print
About 1,500 daily papers in print
Dailys read by 54% of adults
Dailys read by 54% of adults
Main community medium
Main community medium
28. Types of Newspaper Advertising
Local (mostly retail)
Local (mostly retail)
Display Ads
Display Ads
National or general
National or general
Small items arranged by topic
Small items arranged by topic
Classified Ads
Classified Ads
Rates based on size, duration
Rates based on size, duration
Legal notices - public reports
Legal notices - public reports
Public Notices
Public Notices
Notices by people, organizations
Notices by people, organizations
Political ads
Political ads
Printed
Printed
Inserts
Inserts
Prepared separately by advertisers
Prepared separately by advertisers
30. Newspaper Advantages and Limitations
Advantages
Disadvantages
Extensive penetration
Extensive penetration
Low production quality
Low production quality
Flexibility
Flexibility
Geographic selectivity
Geographic selectivity
Involvement, acceptance
Involvement, acceptance
Services offered
Services offered
Short life span
Short life span
Lack of selectivity
Lack of selectivity
Clutter
Clutter
Limited use of color
Limited use of color
31. Newspapers
Newspapers are one of the
traditional mediums used
by businesses, both big and
small alike, to advertise
their businesses.
32. Disadvantages
Ad space can be expensive
Your ad has to compete
against the clutter of other
advertisers, including the
giants ads run by
supermarkets and
department stores as well as
35. Purchasing Newspaper Space
• General rates
– Advertisers are outside
the newspaper’s designated
market area
– Includes national advertisers
– Are up to 75% higher than local rates
• Retail or local rates
– Advertisers conduct business within the
designated market
37. Newspaper Advertising Rates
Standard
Advertising Units
Sales by
Column Inch
One inch by
One inch by
2 1/16 inches wide
2 1/16 inches wide
1 inch deep by
1 inch deep by
1 column width
1 column width
Fits in all newspapers
Fits in all newspapers
that use this format size
that use this format size
Column widths vary
Column widths vary
Simplifies rate quotes
Simplifies rate quotes
Column width affects ad
Column width affects ad
size, shape, cost
size, shape, cost
Simplifies production
Simplifies production
process
process
Complicated purchasing
Complicated purchasing
and placement process
and placement process
38. Rate Structures and Terminology
General rates
Split Run Rates
Combination Rates
Run-of-Paper [ROP]
Open Rates
Local Rates
Flat Rates
Preferred Position
National Rates
Color Rates
39. The Future of Newspapers
Competition
Competition
from other
from other
media
media
Declining
Declining
circulation
circulation
Problems
Problems
and issues
and issues
Attracting and
Attracting and
retaining
retaining
readers
readers
Online
Online
delivery
delivery
Cross-media
Cross-media
opportunities
opportunities
Relation to textThis slide relates to page 391 of the text.
Summary OverviewThis slide shows the ways that magazines and newspapers differ from broadcast media. Specifically, they:
Present detailed information that can be processed at the reader’s own pace
Are not intrusive like radio and TV; they require some effort on the part of the reader for the advertising message to have an impact. (high-involvement media)
Have high readership. Despite the growth of new media options, 84% of adults read magazines, and they read an average of 11 issues per month.
Reach a selective audience, both in types of consumers and market segments.
Use of this slideUse this slide to explain the role of magazine and newspapers in an advertiser’s media plan.
Relation to text
This slide relates to material on p. 391 and Exhibit 12-1 of the text.
Summary Overview
Magazines are the most specialized of all advertising media. While some, such as Readers’ Digest and Newsweek, are mass-appeal magazines, most are targeted to a very specific audience.
This slide shows examples of magazines that target specific businesses and industries, as well as individuals engaged in various professions. Business publications are important to marketers because they provide an efficient way of reaching the specific types of individuals who constitute their target market.
Use of this slide
This slide can be used to show the various types of business magazines available to advertisers wanting to reach specific types of consumers.
Relation to textThis slide relates to page 392 of the text.
Summary OverviewThe media research company SRDS, the primary reference source on periodicals for media planners, divides magazines into three broad categories, based on the audience to which they are directed:
Consumer
Farm
Business
Each Category is then further classified according to the magazine’s editorial content and audience appeal.
Use of this slideThis slide can be used to introduce the three broad categories into which magazines are classified.
Relation to text
This slide relates to material on pp. 392-393 and Exhibit 12-2 of the text.
Summary Overview
Consumer magazines represent the major portion of the magazine industry, accounting for nearly two-thirds of all advertising dollars spent in magazines. Consumer magazines are best suited to marketers interested in reaching general consumers, as well to companies trying to reach a specific target market.
This slide shows a cover of Transworld Snow Boarding, which is a magazine that targets serious snow boarders. The magazine’s editorial content also creates a very favorable advertising environment for skiing-related products and services.
Use of this slide
This slide can be used to show an example of a specialty magazine that is designed to reach a specific market segment. You might discuss how there are specialty magazines that reach nearly every type of interest or activity and provide a good way for marketers to reach these consumers.
Relation to text
This slide relates to material on pp. 392-393 and Figure 12-1 of the text.
Summary Overview
This slide shows the top ten magazines in terms of subscriptions and single-copy sales. Magazines can also be classified by frequency; weekly, monthly, and bimonthly are the most common.
Use of this slide
This slide can be used to discuss the top magazines sold in the U.S. Most of them are consumer magazines with mass audience appeal. Thus, they are popular among advertisers of consumer products and services.
Relation to textThis slide relates to page 393 of the text.
Summary Overview
Farm publications range from general interest publications aimed at all types of farmers, to those in specialized agricultural areas, such as poultry farming or cattle raising. There are about 300 publications tailored to nearly every possible type of farming or agricultural interest. This slide shows a cover of Beef magazine, which is targeted to cattle ranchers.
Use of this slide
Use this slide to show an example of a farm publication, and explain that farm publications are not classified with business publications because historically farms were not perceived as businesses.
Relation to textThis slide relates to page 393 of the text.
Summary OverviewBusiness publications are those magazines or trade journals published for specific businesses, industries, or occupations. Standard Rate and Data Service breaks down over 9,300 U.S. business publications into more than 220 market classifications. Major classifications include:
Specific professional groups, such as National Law Review for lawyers and Architectural Forum for architects
Industrial magazines, targeted to those in various manufacturing and productions industries. Examples are Iron and Steelmaker, Chemical Week, and Industrial Engineering.
Trade magazines, targeted to wholesalers, dealers, distributors, and retailers. Among them are Progressive Grocer, Drug Store News, Women’s Wear Daily, and Restaurant Business.
General business magazines, aimed at executives in all areas of business. Examples are Forbes, Fortune, and BusinessWeek.
Healthcare publications, which target dental, medical, nursing, biotechnical sciences, and hospital administration.
Use of this slideUse this slide to introduce the various categories into which business publications are divided.
Relation to text
This slide relates to material on pp. 389-390 of the text.
Summary Overview
This slide shows a copy of The Daily Aztec, the newspaper published by students at San Diego State University, It is an example of a paper that is targeting college students. More than 1,300 colleges and universities publish newspapers that offer advertisers an excellent medium for reaching college students.
Use of this slide
This slide can be used to show an example of a special audience newspaper. College newspapers such as this are an excellent way to reach college students for both local and national advertisers.
Relation to text
This slide relates to material on pp. 393-402 of the text.
Summary Overview
Magazines have a number of advantages and disadvantages as an advertising medium. The advantages include:
Selectivity.. the ability to reach a specific target audience.
Reproduction quality… high-quality paper stock and printing.
Creative flexibility… huge flexibility in terms of the type, size, and placement of advertising material.
Permanence… magazines remain in the home longer than any other medium.
Prestige… products gain prestige when advertised in publications with a favorable image.
Receptivity, engagement… studies show that consumers become involved with magazines when they read them.
Services… may include such things as sales assistance, research studies, split runs, selective binding, and personalized messages.
Use of this slide
This slide can be used to discuss the advantages of using magazines as an advertising medium. Despite the disadvantages of magazines, they have a considerable number of characteristics that make them an attractive medium for advertisers.
Relation to text
This slide relates to material on p. 396 and Exhibit 12-5 of the text.
Summary Overview
This slide shows the various city magazines published in major American cities. These magazines have experienced tremendous growth, as advertisers are able to focus on specific local markets that may be of interest to them. These publications also have a readership profile that appeals to marketers of upscale brands: high income, college educated, loyal, and influential in their communities.
Use of this slide
This slide can be used to discuss the geographical selectivity of magazines. City and other regional magazines make it possible for advertisers to effectively target consumers in particular geographic areas. City magazines are also part of a network that makes it possible for advertisers to purchase an ad in all of these magazines with one contract.
Relation to text
This slide relates to material on p. 397 and Exhibit 12-6 in the text.
Summary Overview
This slide shows a page from the media kit for Reader’s Digest magazine. It lists the various regional editions available to advertisers.
Use of this slide
This slide can be used as an example of the type of information provided by magazines in a media kit. Magazines provide prospective advertisers with media kits that contain information about the magazine such as editorial content, advertising rates, special issues, closing dates and mechanical requirements for ads as well as information about the publication’s readers. This information can be used by media planners and buyers in evaluating the magazine in terms of how well it reaches their target audience and in deciding whether they want to advertise in a specific issue.
Relation to text
This slide relates to material on pp. 397-398 of the text, and Exhibit 12-7.
Summary Overview
This slide shows some of the special features and options that are available when advertising in magazines. Some magazines offer a variety of special options such as:
Gatefolds – fold outs that give an extra large spread
Bleed pages – ad extends to the edge of the paper, no margins or white space
Pop-ups – three dimensional special ads that stand up when the page is opened
Inserts – such as return cards, coupons, and product samples
Cover positions – special positions such as back, inside front, inside back
Creative space buys – advertisers purchase space units in certain combinations to increase impact
Use of this slide
This slide can be used to show the various special magazine options available to advertisers that can enhance the creative appeal of the ad and increase attention and readership.
Relation to text
This slide relates to material on p. 398 and Exhibit 12-8 of the text.
Summary Overview
This slide shows examples of quarter page ads that were used by WD-40, an all purpose lubrication product. The quarter-page ads were run on consecutive pages within the same magazines with each ad mentioning different uses of the product. This strategy gives the company greater impact for its media dollars and is helpful in promoting the product’s variety of uses.
Use of this slide
This slide can be used to show an example of a creative space buy in a magazine. Some magazines let their advertisers buy space in certain combinations to increase the impact of their media budgets.
Relation to text
This slide relates to material on pp. 393-402 of the text.
Summary Overview
Magazines have a number of disadvantages as an advertising medium, including:
Costs… based on size of the audience and their selectivity. A full-page, four-color ad in Time magazine cost $256,000 in 2008.
Limited reach and frequency… not as effective as other media when it comes to reach and frequency.
Long lead time… most major publications have a 30- to 60-day lead time, and don’t allow changes after a specified date.
Clutter and competition… the more successful a magazine becomes, the more advertising it attracts, which leads to greater clutter.
Use of this slide
This slide can be used to discuss the disadvantages of using magazines as an advertising medium.
Relation to text
This slide relates to material on pp. 402-403 of the text.
Summary Overview
This slide shows a list of common magazine terms used in measuring circulation and readership. Media buyers evaluate magazines on the basis of their ability to deliver the advertiser’s message to as many people as possible in the target audience. To do this, they must consider the circulation of the publication as well as its total readership.
Key circulation concepts include:
Primary circulation – number of individuals who receive a publication through subscription or store purchase
Guaranteed circulation – the number of copies of the magazines that the publisher expects to sell. If this figure is not reached advertisers may be given a partial refund
Circulation verification – magazine circulations are audited by a verification service
Pass-along readership – primary subscriber or purchaser gives a magazine to another person
Controlled circulation – copies are sent (free) to individuals who influence purchases
Total audience – primary circulation plus pass along readership
Use of this slide
This slide can be used to discuss the various magazine circulation concepts.
Relation to textThis slide relates to page 404 of the text.
Summary OverviewAdvertisers are often interested in the number of people a publication reaches as a result of secondary (pass-along) readership. This occurs when the original purchaser gives a publication to another person, or when it is read in waiting rooms, beauty salons, airplanes, and so on.
Total audience is calculated by multiplying the number of readers per copy by the circulation of an average issue. A magazine such as Time may have a circulation base of 3.3 million, but an audience guarantee of over 19 million, because it has a pass-along rate that yields up to six readers per copy.
Total readership estimates are reported by major syndicated magazine research services, but media buyers view these numbers with suspicion.
Use of this slideThis slide can be used as part of a discussion about the difference between primary readers and total audience.
Relation to textThis slide relates to pp. 404-405 of the text.
Summary OverviewThe SRDS Media Solutions company maintains a proprietary database of standardized ad rates, circulation figures, dates, general requirements, contact information, links to online media kits, Web sites, and audit statements.
Media planners are also interested in a match between the magazine’s readers and the advertisers’ target audience. Most magazines provide media planners with reports detailing readers’ demographics, financial profile, lifestyle, and product usage characteristics. Audience information is generally more limited for business publications, because the widely dispersed readership and nature of business publication readers make audience research more difficult. However, business magazines can provide the titles of individuals who receive their publication and the type of industry in which they work.
Use of this slideThis ad can be used to discuss sources of information and audience research for magazine media buyers.
Relation to text
This slide relates to the material on pp. 405-406.
Summary Overview
Magazine rates are primarily a function of circulation. Other variables include the size of the ad, its position in the publication, the particular editions (geographic, demographic) chosen, and special mechanical or production requirements, and the number and frequency of insertions.
Use of this slide
This slide can be used to begin a discussion on the cost elements and options available to advertisers when purchasing magazine advertising space.
Relation to text
This slide relates to the material on p. 406 of the text.
Summary Overview
Magazine networks offer the advertiser the opportunity to buy space in a group of publications as a package deal. The publisher usually has a variety of magazines that can reach audiences with similar characteristics, as shown on this slide. Networks can also be publishers of a group of magazines with diversified audiences, or independent networks that sell space in groups of magazines published by different companies.
Use of this slide
This slide can be used to begin a discussion on buying advertising space in a group of publications as a package deal.
Relation to text
This slide relates to material on pp. 406-409 of the text.
Summary Overview
This slide shows a list of issues and trends that are affecting the future of the magazine industry, including:
Declining ad revenues – due to economic problems and declining readership
Stronger editorial platforms – these type of magazines appeal to interests, lifestyles, and changing demographics and have attracted readers and advertisers
Circulation management – important to increase or maintain circulation
Cross-magazine and media deals – two or more publishers/media offering their magazine’s ad space as one package
Database marketing – more segmentation and niche strategies are available
Advances in technologies – allowing for personalized messages to tightly targeted audiences
Electronic delivery – publications available online
Use of this slide
This slide can be used to discuss trends and developments affecting the magazine industry. Many of these issues relate to making magazine advertising more appealing to marketers.
Relation to text
This slide relates to material on p. 409 of the text, and IMC Perspective 12-3, found on p. 410.
Summary Overview
Teenage girls and young women are one of the fastest-growing market segments in America, but they are becoming difficult to reach, particularly through print. They spend a lot more time listening to the radio or their iPods, watching TV, surfing the Internet, and chatting online than they do reading magazines.
To capture this elusive audience, magazines such as Teen People, ElleGirl, and Teen Vogue now offer online versions of their publications.
Conde Nast Publications, which owns Teen Vogue, Vogue, Glamour, Self, and Allure, recently launched a social Web site called flip.com. The site allows visitors to make “flip books,” which are multimedia scrapbooks of photographs, homemade music videos, and other postings.
Use of this slide
Use this slide to explain how magazines are migrating to the Internet in order to recapture lost audiences, particularly young women and girls.
Relation to text
This slide relates to material on p. 409.
Summary Overview
This slide shows various characteristics of daily newspapers, which are the second major form of print media used by advertisers. As the slide shows, newspapers are the dominant advertising vehicle as they account for 18% of advertising revenue. There are nearly 1,500 daily newspapers in print and they are read by 54% of the adult population. Newspapers are also the main medium for most communities and most advertising dollars in papers is spent by local advertisers.
Use of this slide
This slide can be used to introduce newspapers and discuss the important role they play as an advertising medium.
Relation to text
This slide relates to material on pp. 409-412 of the text.
Summary Overview
This slide shows the various classifications that can be used for newspapers. The classifications include:
Publication frequency
Daily – found in cities and larger towns, many of which have more than one. Daily newspapers are read by over 50% of adults each weekday, by 63% on Sundays, and can be further divided into morning, evening, or Sunday.
Weekly – they originate in small towns or suburbs and focus on events relevant to the local area. There are 6,700 weekly newspapers in the U.S., with an average circulation of 7,500. They appeal primarily to local advertisers.
Type
National – have a national circulation, such as USA Today and The Christian Science Monitor. Competitive Media Reporting specifies that national newspapers are published at least five times per week, with no more than 67% of its distribution in any one area. More than 33% of the display ads must come from national advertising categories; more than 50% of total advertising must come from national advertisers.
Special-audience – published for particular groups, such as labor unions, professional organizations, industries, and religious groups
Supplements – magazine type supplements that appear in the newspaper, such as Parade or USA Weekend
Use of slide
This slide can be used to discuss various types and classification of newspapers as an advertising medium.
Relation to text
This slide relates to material on p. 412 of the text.
Summary Overview
This slide shows the various types of newspaper advertising. The ads appearing in newspapers can be classified into these categories:
Display ads – found throughout the newspaper, can be local or national
Classified ads – ads arranged under subheads according to the product, service, or offering advertised
Public notices – special ads regarding legal notices, organizations, etc.
Printed inserts – they are printed by the advertiser and taken to the newspaper to be inserted before delivery
Use of this slide
This slide can be used to show the various types of newspaper advertising and the ways newspapers are used by various advertisers.
Relation to text
This slide relates to material on p. 411 of the text and Exhibit 12-18.
Summary Overview
Preprinted inserts can be an effective way for advertisers to reach readers of newspapers and to target their ads to specific markets in large metropolitan areas.
This slide shows an example of a large metropolitan newspaper, the San Diego Union Tribune, promoting its special insert services to advertisers. Many retailers use inserts such as circulars, catalogs, or brochures to shoppers in their particular trade areas. This collateral piece promotes how these inserts can be targeted to specific zip codes.
Use of this slide
This slide can be used to highlight the special insert services offered by many newspapers.
Relation to text
This slide relates to material on pp. 414-415 of the text.
Summary Overview
This slide summarizes the advantages and disadvantages of newspapers as an advertising medium.
Advantages
Extensive penetration – high degree of market coverage
Flexibility – quick turnaround of running and producing the ads
Geographic selectivity – nationally and locally
Involvement, acceptance – consumers rely on newspapers for news, information, entertainment, and assistance in purchase decisions
Services offered – copy writing, merchandising, market studies
Disadvantages
Poor reproduction quality – impacts the visual appeal of certain products (food, clothes)
Short life span – readership lasts less than a day
Lack of selectivity – newspapers reach broad consumer groups; it is difficult to target specific types of customers
Clutter – on average, 64% of a paper is devoted to advertising
Use of this slide
This slide can be used to discuss the advantages and disadvantages of newspapers.
Relation to text
This slide relates to material on p. 415 and Exhibit 12-22 of the text.
Summary Overview
This slide shows an example of an island ad. Island ads are surrounded by editorial material or stock market quotes and are a good way to get noticed and break through clutter.
Use of this slide
This slide can be used to show an example of a creative technique know as an island ad.
Relation to text
This slide relates to material on pp. 415-416 of the text.
Summary Overview
Newspaper circulation figures fall into three categories:
The city zone… a market area composed of the city where the paper is published and contiguous areas similar in character to the city
The retail trading zone… the market outside the city zone whose residents regularly trade with merchants within the city zone
The “all other” category… covers all circulation not included in the city or retail trade zone.
Both local and national advertisers consider the circulation patterns across the various categories when evaluating and selecting newspapers.
Use of this slide
Use this slide to discuss the categories into which circulation figures are broken, and why this might be important to media buyers who want to penetrate a particular market or trade area.
Relation to text
This slide relates to material on p. 417 of the text.
Summary Overview
Newspapers have different rate structures for general or national advertisers versus local or retail advertisers. General advertising rates apply to advertisers outside the newspaper’s designated market area (DMA) and to any classification deemed by the publisher to be “general” in nature. Retail or local advertising rates apply to advertisers that conduct business or sell goods or services with the DMA.
The rates paid by general advertisers are about 75% higher than those paid by local advertisers. Newspapers argue that the rates are justified because:
They must pay a commission to the ad agencies and independent sales reps who solicit nonlocal advertising
The ads are not placed on a regular basis
Raising or lowering the rates has not effect on the volume of these ads
Use of this slide
Use this slide to point out the different in ad rate classifications and why newspapers feel they are justified in charging more for general ads.
Relation to text
This slide relates to material on p. 412 and Exhibit 12-23 of the text.
Summary Overview
The Newspaper National Network targets national advertisers in six low-use categories: automotive, cosmetics and toiletries, good, household products, liquor and beverages, and drugs and remedies. The network’s goal is to attract more advertising dollars from national advertisers in these categories by promoting the strategic use of newspapers and facilitating the purchase of newspaper space with the one order/one bill model.
Use of this slide
Use this slide to point out that, regardless of how advertisers may complain about advertising rates, newspapers are still the best place to promote products and services.
Relation to text
This slide relates to material on p. 418 of the text.
Summary Overview
Newspapers use columns of varying width. Some have six columns per page, while others have eight or nine. This results in a complicated production and buying process for national advertisers that purchase space in a number of newspapers.
To address this problem, the newspaper industry switched to standard advertising units (SAUs) in 1984. All newspapers under this system use 2 1/16-inch wide columns, and regardless of how many there are, and ads are sold using a column-inch unit of measure. This allows national advertisers to prepare one ad and know that it will fit in every newspaper.
Newspaper rates for local advertisers continue to be based on the column inch, which is 1 inch deep by 1 column wide. Column widths vary, depending on the page size of the newspaper and the number of columns into which it is divided.
Use of this slide
Use this slide to explain how newspapers measure and sell ad space.
Relation to text
This slide relates to material on pp. 417-418 of the text.
Summary Overview
This slide summarizes the number of options and pricing structures available when purchasing newspaper space. Some of the rates offered include national, flat, open, combination, color, preferred position, split runs, run-of-paper and others.
Use of this slide
This slide can be used to discuss the various options for purchasing newspaper ad space. The cost of advertising ad space depends not only on the newspaper’s circulation but also on factors such as premium charges for color or special sections. The purchase process and rates paid for newspaper space differ for general and local advertisers.
Relation to textThis slide relates to material on pp. 418-421 of the text.
Summary OverviewThis slide shows the major problems and issues newspapers must address in order to remain a dominant local advertising medium and to gain more national advertising:
Competition from other media: Many newspapers will have to gear up to compete as direct marketers as well as respond to online sites for classified ads
Declining circulation: Many newspapers are responding to this issue by emphasizing readership measures and developing online versions of their papers
Cross-media opportunities: Newspapers are banding together to offer national advertisers a package of newspapers so they don’t have to purchase space in individual papers
Attracting and retaining readers: Newspaper readership has been steadily declining for the past two decades. Many newspapers are redesigning their layouts, introducing new sections, and revising old ones to appeal to important market segments, such as women and young adults.
Online delivery: the growth of the Internet and online services may erode print version newspaper readership, especially as the public becomes more comfortable with the idea of using the Internet to read books, magazines, and newspapers.
Use of this slideUse this slide to discuss the problems and opportunities newspapers must face if they are to remain a dominant media.
Relation to textThis slide relates to material on pp. 418-421 of the text and Exhibit 12-25.
Summary Overview
Some newspapers offer free classified ads as a way to attract and retain readers.
Use of this slide
Use this slide to illustrate one of the tactics newspapers are using to attract and retain readers.
Relation to textThis slide relates to material on pp. 418-421 of the text and Exhibit 12-26.
Summary Overview
This ad is part of a campaign encouraging young people to read newspapers.
Use of this slide
Use this slide to illustrate one of the tactics newspapers are using to attract and retain young readers.
Relation to textThis slide relates to material on p. 421 of the text and Exhibit 12-27.
Summary Overview
Most daily newspapers now offer online versions of their newspapers, thus capturing readers who prefer to get their news from Web sites. The San Diego Union Tribune also promotes its online editions to advertisers.
Use of this slide
Use this slide to illustrate one of the tactics newspapers are using to capture online readers and advertisers.