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The Role of Magazines and Newspapers
These are the ways that magazines and newspapers differ from broadcast media.
Textbook
Page 407
Not
intrusive
High
involvement
Reader sets
the pace
Selective
audience
High
readership
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Advantages of Magazines
These are the advantages of using magazines as an advertising medium.
Textbook
Page 409 - 417
Selectivity
Reproduction Quality
Creative Flexibility
Permanence
Prestige
Receptivity, Engagement
Services
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Creative Flexibility
These are some of the special features and options that are available when advertising in
magazines.
Textbook
Pages 412 - 414 / Exhibit 12 - 7
Pop-Ups
Bleed Pages
Cover Positions
InsertsCreative Space
Gatefolds
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Test Your Knowledge
An ad for California Almonds is a close-up view of a swirl of white and milk chocolate topped
with sliced almonds. The chocolate swirls extend to the very edge of the page. This ad is an
example of a(n):
A. Gatefold
B. Bleed page
C. Maximum coverage ad
D. Overrun
E. Total page ad
13. 13
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Smaller Ads Can Extend a Media Budget
These are examples of quarter page ads that were used by WD-40, an all purpose lubrication
product.
Textbook
Page 414 / Exhibit 12 - 8
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Special Services Offered by Magazines
These are some of the special, value-add services that magazines sometimes offer to
advertisers:
• Retailer alerts
• Consumer research studies
• Split runs
• Personalized messages to tightly targeted audiences
Textbook
Pages 416 - 417
17. These are some of the disadvantages of using magazines as a advertising medium.
17
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Disadvantages of Magazines
Textbook
Pages 417 - 419
Limited Reach
Long Lead Time
Costs
Limited Frequency
Clutter
Competition
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Magazine Circulation
This is a list of magazine terms used in measuring circulation and readership.
Textbook
Pages 419 - 421
Primary
Circulation
Pass-Along
Readership
Guaranteed
Circulation
Circulation
Verification
Total
Audience
Controlled
Circulation
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Media Research Guides Advertisers
These are the three primary sources of audience information and research.
Textbook
Pages 421 - 422
SRDS Data
Reader Data from Magazines
Syndicated Research Studies
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Cost Elements of Advertising Space
This is a list of elements that can increase (or decrease) the cost of advertising space.
Textbook
Pages 422 - 423
Circulation
Size of the ad
Position in the publication
Editions chosen
Production requirements
Insertion number/frequency
Use of color
22. 22
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Magazine Costs and Networks
This is how advertising dollars funneled through news networks can find their way into
multiple publications.
Textbook
Page 423
U.S. News & World Report
Time
NewsweekNews Network
Advertising $$$
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The Future for Magazines
This is a list of issues and trends that are affecting the future of the magazine industry, as
well as potential solutions.
Textbook
Pages 423 - 427
Increasing costs
Strong media competition
Decreasing circulations
Declining revenues
Failing publications
Database marketing
Technology advances
Better circulation mgmt
Stronger editorial platforms
Cross-magazine & media deals
Electronic delivery methods
Current Problems Potential Solutions
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Characteristics of Newspapers
The visual illustrates the importance of daily newspapers.
• Still a major advertising medium
• Account for nearly 18% of ad spending
• Especially important to local retailers
• Also used by national advertisers
Textbook
Pages 427 – 428 / Exhibit 12 - 16
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Types of Newspapers
These are the various types of newspaper classifications.
Textbook
Pages 427 - 430
Special-audience
National
Supplements
Daily
Weekly
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Test Your Knowledge
National advertisers tend to avoid weekly newspapers because of:
A. Their poor image
B. Their high absolute cost
C. Difficulties associated with purchasing and placing ads in them
D. An overly broad geographic focus
E. The large number of local ads they typically contain
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Types of Newspaper Advertising
These are the various types of newspaper advertising.
Textbook
Pages 430 - 432
• Local (mostly retail)
• National or general
Display Ads
• Small items arranged by topic
• Rates based on size, duration
Classified Ads
• Legal notices - public reports
• Notices by people and/or organizations
• Political ads
• Circulars, catalogs, brochures
Special Ads and
Inserts
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Newspaper Advantages and Limitations
This is a summary of the advantages and disadvantages of newspapers as an advertising
medium.
Textbook
Pages 432 - 435
Extensive penetration
Flexibility
Geographic selectivity
Involvement, acceptance
Services offered
Advantages
Short life span
Low production quality
Clutter
Lack of selectivity
Limited use of color
Disadvantages
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Newspaper Circulation Figures
This visual illustrates the zones from which newspaper circulation figure are drawn.
Textbook
Page 435 / Exhibit 12 - 22
Other Zone
Other Zone
Other Zone
City Zone
Retail Trading Zone
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Purchasing Newspaper Space
Newspapers have different rate structures for general or national advertisers versus local or
retail advertisers.
• 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
Textbook
Page 437
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The Newspaper National Network
This is an ad by the Newspaper National Network, which encourages national advertisers to
run their ads in newspapers.
Textbook
Page 437 / Exhibit 12 - 23
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Newspaper Advertising Rates
These are the standard advertising units (SAUs).
Textbook
Page 437 - 438
One inch by
2 1/16 inches wide
Fits in all newspapers that use this
format size
Simplifies rate quotes
Simplifies production process
Standard Advertising Units
1 inch deep by
1 column width
Sales by Column Inch
Column widths vary
Column width affects ad size, shape,
cost
Complicated purchasing and
placement process
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Rate Structures and Terminology
This is the newspaper rate structure terminology and other rate factors.
Textbook
Page 438
Flat Rates
Open Rates
Combination Rates
Preferred Position
Run-of-Paper [ROP]
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Test Your Knowledge
The Washington Post newspaper has been involved in a deal with Newsweek magazine,
whereby advertisers can purchase a package that includes ads in both media. This is an
example of:
A. A cross-magazine deal
B. A cross-newspaper deal
C. A cross-media buy
D. Cooperative advertising
E. A standard advertising unit buy
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The Future of Newspaper
These are the major problems and issues newspapers must address in order to remain a
dominant local advertising medium and to gain more national advertising.
Textbook
Pages 438 - 441
Competition from
other media Declining circulation
Attracting and
retaining readers
Online delivery
Cross-media
opportunities
Problems and issues