Chapter 9 Print Media

1
Chapter 9Print Media

• Traditional format
• Trusted by audiences
• Useful for information (not demonstration)
• Excellent medium for carrying supplemental
  elements such as coupons and providing access to
  contact info

2
Newspapers

• The structure of newspapers
• Frequency of publication (dailies/weeklies)
• Size
• Circulation
• Newspaper readers / readership
• Measuring the newspaper audience
• Auditing Bureau of Circulation (ABC)
• Simmons-Scarborough

3
Newspapers

• Advertising in newspaper markets
• Classified
• Display
• National versus local
• Supplements
• Changes in the newspaper industry

4
Newspapers

• Range of market coverage
• Cost effective way to reach local, regional
  markets
• Comparison shopping
• Advertisers with competitive advantage can
  benefit
• Positive consumer attitudes
• Ads are viewed as current and credible
• Flexibility
• Geographic and production flexibility
• Interaction of national and local

5
Newspapers

• Short life span
• Clutter
• Limited coverage of certain groups
• Less reach with young, elderly, and
  foreign-language consumers
• Low control over placement
• Can pay preferred-position rate
• Poor reproduction
• Lack of selectivity

6
Magazines

• Types of magazines
• Audience
• Geography
• Demographics
• Editorial content
• Physical characteristics
• Distribution and circulation

7
Magazines

• Magazine readers and their measurement
• Auditing Bureau of Circulation (ABC)
• Simmons Market Research Bureau (SMRB)
• MediaMark offers MRI
• Advertising in magazines
• Technology
• Format

8
Magazines

• Target audiences
• Primary advantage is ability to reach specialized
  audiences
• Audience receptivity
• Long life span
• Format
• Magazine formats allow creative variety
• Visual quality
• Sales promotion
• Ads can include coupons, samples, and information
  cards

9
Magazines

• Limited flexibility
• Ads must be submitted well in advance of
  publication
• Limited choices for ad locations
• Lack of immediacy
• Some readers dont look at magazine until long
  after it has reached their home
• High cost
• Distribution
• Many of the 2,500 different magazines are not
  available at most newsstands

10
Out-Of-Home Advertising

• Outdoor advertising
• target specific people with specific messages
• Billboards include
• Posters (pre-pasted and applied / extensions)
• Painted Bulletin (created onsite)
• Buying outdoor space
• based on gross rating points / measurement
  difficult
• Simmons Market Research Bureau (national)
• Audience Measurement by Market of Outdoor (local)

11
Out-Of-Home Advertising

• Advantages
• High impact medium with larger than life visuals
• Good for reminding about or reinforcing concepts
  employed in other media
• Least expensive of all major media
• Disadvantages
• Quick exposure, distracted consumers
• Message must be brief and simple
• Boards are often vandalized
• Some states ban or restrict billboards

12
Transit

• Mainly urban form that uses vehicles to carry
  messages
• Also includes the posters seen in bus shelters
  and train, airport, and subway stations
• Transit advertising is reminder advertising
• Transit audience
• Interior transit ads are seen by people riding
  buses, subways, and some taxies
• Exterior transit is mounted on vehicles

13
Directories

• Phone / area-wide / suburban / neighborhood
• Special interest or niche / business-to-business
  
• Yellow Pages
• Strengths
• Directories are a shopping medium
• Inexpensive and provide excellent ROI
• Directories offer flexibility and have a long
  life
• Weaknesses
• Extreme clutter
• Ads cannot be changed for months
• Those who cannot read English are missed

14
Print Media Strategy