Magazines are targeted to specific audiences... Special Magazine Features... Disadvantages of Magazines¾ Costs ¾ Limited Reach and Frequency ¾ Long Lead Time ¾ Clutter and Competition...
Trang 1Evaluation of Print Media
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McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.
Trang 4Magazines are targeted to specific audiences
Trang 5Special Magazine Features
Trang 6Disadvantages of Magazines
¾ Costs
¾ Limited Reach and Frequency
¾ Long Lead Time
¾ Clutter and Competition
Trang 8Audience Information and Research
¾ Circulation Verification Services
– Audit Bureau of Circulation (ABC)
– Business Publications Audit
¾ SRDS Media Solutions
¾ Syndicated Audience Studies
– Simmons Market Research Bureau
– Mediamark Research Inc (MRI)
Trang 9SRDS Media Solutions provides information
on magazine for media planners
Trang 10Factors determining magazine ad rates
¾ Circulation of the magazine
¾ Color
¾ Size of the ad
¾ Position in the magazine
¾ Special mechanical or production
¾ Number and frequency of insertions
Trang 11The Future of Magazines
Trang 12Most magazines cannot survive without advertising revenue
Trang 13Newspaper Overview
¾ The dominant advertising vehicle
¾ Account for 22% of ad dollars
¾ Over 1,400 daily papers in print
¾ Daily circulation over 60 million
¾ Main community medium
¾ Local ads provide 85% of revenue
Trang 15 Small items arranged by topic
Rates based in size, duration
Classified display - combination
¾ Public Notices
Legal notices - public reports
Notices by people, organizations
¾ Printed Inserts
Prepared separately by advertisers
Trang 18Ads can be run in various sections of most newspapers
Trang 19Newspaper Drawbacks
¾ Production quality may be low
¾ Short life span
¾ Lack of selectivity
¾ Clutter
¾ Potential for poor ad placement
¾ Maybe overlapping circulation
Trang 20Two Ways to Buy Newspaper Space
Trang 22Unique Newspaper Features
¾Mass audience
¾Cross-section of population
¾Local geographic coverage
¾Wide range of content, subjects
Selective readership by area
¾Timely coverage, daily issues
¾Readership concentrated in time
Trang 23The Future of Newspapers
¾ Competition from other media
¾ Circulation management
¾ Cross-media buys with other
newspapers and magazines
¾ Attracting and retaining readers
Trang 24Newspapers are trying to attract younger readers