Learning Objectives. Print Media: Newspapers and Magazines. Learning Objectives (cont.) Newspapers in Canada. Newspaper Formats. Newspaper Readership

Transcription

1 CHAPTER 8 Print Media: Newspapers and Magazines Learning Objectives Identify the classifications of newspapers and magazines available to Canadian advertisers Explain the advantages and disadvantages of newspapers and magazines as advertising media Assess the considerations and procedures involved in buying newspaper and magazine space 8-1 Copyright 2009 Pearson Education Canada 8-2 Copyright 2009 Pearson Education Canada Learning Objectives (cont.) Understand the basic terminology used in newspaper and magazine advertising Assess the influence of technology on the print media Newspapers in Canada 134 daily newspapers with an average daily circulation (number of issues sold) of 6.4 million copies community newspapers (generally smaller-circulation) published once a week and directed at a local audience. Newspapers rank second to TV in Canada, controlling 15% of the net advertising revenues. Demographic profile of community newspaper closely matches that of the entire population. 8-3 Copyright 2009 Pearson Education Canada 8-4 Copyright 2009 Pearson Education Canada Newspaper Formats Canadian newspapers are published in two formats: Tabloids - Sold flat with only a vertical centerfold (e.g., Toronto Sun, Vancouver Province) Broadsheets - Larger and folded horizontally once (e.g., Globe and Mail, Vancouver Sun) Newspaper Readership NADbank Inc. (industry sponsored measurement organization) updates data annually by conducting a detailed survey among Canadian adults. Newspaper reach 51% of Canadian adults, and increases marginally on weekends Readership increases as person s level of income and education increases Migration to online editions of newspaper 8-5 Copyright 2009 Pearson Education Canada 8-6 Copyright 2009 Pearson Education Canada 1

2 Types of Newspaper Advertising Two broad forms of newspaper advertising are: Display Includes general/national advertising and retail advertising Classified advertising Another form of newspaper advertising is: Pre-printed Inserts (retail flyer advertising) Editorial content is arranged around the advertising Advantages & Disadvantages of Newspaper Advertising Advantages Geographic selectivity Coverage and Reach Engagement Flexibility Creative & Merchandising Considerations Editorial Support Suitability for Small Advertisers Disadvantages Short lifespan Lack of target - market orientation Clutter Poor reproduction quality High cost 8-7 Copyright 2009 Pearson Education Canada 8-8 Copyright 2009 Pearson Education Canada Buying Newspaper Space: Agate Lines Each column inch of depth in a newspaper contains 14 agate lines. If an ad is 4 columns wide by 10 inches deep, the number of lines in the ad would be: 4 x 10 x 14 = 560 agate lines. If the ad ran 10 times, the total number of lines would be: 560 x 10 = 5,600 agate lines Total agate lines are multiplied by the line rate. 8-9 Copyright 2009 Pearson Education Canada Buying Newspaper Space: Modular Agate Lines Modular Agate Lines (MAL): An ad is expressed in terms of units of width and depth. Each unit contains 30 agate lines. If an ad is 2 columns wide and 5 units deep, the calculation of total MAL is: 2 x 5 x 30 = 300 MAL If this ad were to run say 10 times, the total number of lines would be: 300 MAL X 10 = 3000 The number of lines is then multiplied by the line rate Copyright 2009 Pearson Education Canada Rate Schedules Line rates are the advertising rates charged by newspapers for one agate line or one modular agate line. Rates charged by line go down as the volume of the lineage increase over a specific period Costs for additional colour and preferred position are quoted separately Line rates vary depending on the section of the newspaper Position Charges more costly, targeted to particular readers Otherwise, newspaper places the ad at their discretion called ROP (run of press, run of paper) Colour Charges Additional Newspaper Advertising Charges more costly, but stronger impact 8-11 Copyright 2009 Pearson Education Canada 8-12 Copyright 2009 Pearson Education Canada 2

3 Additional Newspaper Advertising Charges (cont.) Multiple-Page Charges Reduced line rates apply based on number of pages purchased Preprinted Inserts Costs are usually quoted on a CPM basis, with rates increasing as pages are added Split Runs Uses full circulation of the publication but has different material appearing in two or more regions Copyright 2009 Pearson Education Canada Insertion Orders Specifies pertinent details including: Size of the ad Dates of insertion Use of colour Position requests Line rate to be charged Closing dates Cancellation dates To verify that an ad actually ran, one receives a tear sheet (to show how it actually appeared in the newspaper) Should there be any problems, one can request a make good, a rerun of the ad at no cost to the advertiser 8-14 Copyright 2009 Pearson Education Canada Comparing Newspaper for Efficiency Cost and circulation are used to determine efficiency. A comparison is made on the basis of what it costs to reach 1,000 people. CPM = Unit Cost of Ad Circulation (in thousands) Magazines in Canada Magazines are classified in many ways: 1. Content and Audience Reached Consumer magazines Business magazines (horizontal and vertical publications) 2. Circulation Base (Distribution) Paid circulation Controlled circulation 8-15 Copyright 2009 Pearson Education Canada 8-16 Copyright 2009 Pearson Education Canada Magazines in Canada (cont.) 3. Frequency of Publication and Regional Editions Weekly and Monthly National, regional and city Magazine Circulation and Readership Highlights It is possible that a magazine with lower circulation has more readers per copy (average number of people who read a single issue), resulting in a higher readership level. 4. Size and Format Digest-size Standard-size Large-size 8-17 Copyright 2009 Pearson Education Canada 8-18 Copyright 2009 Pearson Education Canada 3

4 Advantages & Disadvantages of Magazine Advertising Advantages Disadvantages Target-Market Selectivity Lead Time Geographic Flexibility Clutter Lifespan Cost Engagement Frequency Quality of Reproduction Creative Considerations Pass-Along Readership Primary Readers A reader who lives (works) at the location where the magazine is received. Passalong Readers Magazine Readership Someone who reads the publication but does not live (work) where publication is received. Primary + Passalong = Total Readership 8-19 Copyright 2009 Pearson Education Canada 8-20 Copyright 2009 Pearson Education Canada Advertising Features Offered By Magazines Bleeds Gatefolds Preferred Positions Inserts and Reply Cards Split Runs Buying Magazine Space Ad costs are determined by multiplying cost (size) by frequency (number of insertions). If the cost of a 1 page, 4-colour ad was $ and the ad ran 8 times, the total cost would be: $ x 8 = $ Additional discounts may apply Copyright 2009 Pearson Education Canada 8-22 Copyright 2009 Pearson Education Canada Frequency Continuity Corporate Magazine Discounts Number of lines, times, etc. Length of time All pages purchased by a multi-product advertiser Additional Magazine Advertising Charges Colour and position charges are quoted separately on the rate card. Colour and Position Charges more costly for the inclusion of colour more costly for a guaranteed position 8-23 Copyright 2009 Pearson Education Canada 8-24 Copyright 2009 Pearson Education Canada 4

5 Comparing Magazines Comparing Magazines (cont.) Canadian Living 1pg, 4-colour rate $ $ $ Circulation CPM $79.34 $68.40 $45.35 Source: Canadian Media Director s Council Media Digest, p. 526 Canadian Living Canadian Living Visit each of the above sites; compare and contrast their focus, features, and apparent targets Copyright 2009 Pearson Education Canada 8-26 Copyright 2009 Pearson Education Canada Technology & Print Media The print media are launching websites to get their message out. For magazine advertisers, there is a new opportunity to reach the same target but in a different way. For interested advertisers, most websites sell Banner ads Sponsorships Some expansion to specialty television 8-27 Copyright 2009 Pearson Education Canada 5