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Evaluation of Print Media

Shela Ambas
Shielojane Caringal
Myline Aniel Losanez
Jonilen Vasquez
The Role of Magazines and Newspapers

Reader sets Not

the pace intrusive

Selective High-
audience involvement

High
readership
Magazine Target Markets
 Classifications of Magazines

Consumer
Consumer Farm
Farm Business
Business
Top 7 Magazines in the Philippines
Example of a Farm Publication
Business Publications
Advantages of Magazines

Selectivity
Selectivity

Reproduction
Reproduction Quality
Quality

Creative
Creative Flexibility
Flexibility

Permanence
Permanence

Prestige
Prestige

Receptivity,
Receptivity, Engagement
Engagement

Services
Services
 Creative Flexibility

Bleed
Bleed Pages
Pages

Creative
Creative Inserts
Inserts
Space
Space

Gatefolds
Gatefolds Pop-Ups
Pop-Ups

Cover
Cover
Positions
Positions
Consumer Engagement
Special Services
Disadvantages of Magazines

Costs
Costs

Limited
Limited Reach
Reach

Limited
Limited Frequency
Frequency

Long
Long Lead
Lead Time
Time

Clutter
Clutter

Competition
Competition
 Magazine Circulation

Primary
Primary
Circulation
Circulation

Total
Total Guaranteed
Guaranteed
Audience
Audience Circulation
Circulation

Controlled
Controlled Circulation
Circulation
Circulation
Circulation Verification
Verification

Pass-Along
Pass-Along
Readership
Readership
 Readership and Total Audience

Readers per copy X circulation = Total Audience

 Media Research Guides Advertisers

Reader
Reader Data
Data
SRDS
SRDS Media
Media Data
Data from
from Magazines
Magazines

Ad
Ad rates
rates and
and Demographics
Demographics
circulation
circulation figures
figures

General
General requirements
requirements Financial
Financial profile
profile
Contact
Contact && Web
Web site
site
information
information Lifestyle
Lifestyle information
information
Media
Media kits
kits
Product
Product usage
usage
characteristics
characteristics
Audit
Audit statements
statements
Cost Elements of Advertising Space

Circulation
Circulation

Size
Size of
of the
the ad
ad

Position
Position in
in the
the publication
publication

Editions
Editions chosen
chosen

Production
Production requirements
requirements

Insertion
Insertion number/frequency
number/frequency

Use
Use of
of color
color
 Magazine Costs and Networks

Advertising
Advertising
Cost
Cost

Time
Time

News
News Newsweek
Newsweek
Network
Network
Philippine
Philippine News
News && World
World
Report
Report
 The Future for Magazines

Declining
Declining ad
ad revenues
revenues

Stronger
Stronger editorial
editorial platforms
platforms

Better
Better circulation
circulation mgmt
mgmt

Cross-Mag
Cross-Mag &
& media
media deals
deals

Database
Database marketing
marketing

Technological
Technological advances
advances
Trends
Online
Online delivery
delivery methods
methods
Characteristics of Newspapers

The
The dominant
dominant advertising
advertising vehicle
vehicle

Accounts
Accounts for
for 18%
18% of
of ad
ad dollars
dollars

About
About 1,500
1,500 daily
daily papers
papers in
in print
print

Dailys
Dailys read
read by
by 54%
54% of
of adults
adults

Main
Main community
community medium
medium
 Types of Newspapers

Daily
Daily National
National

Special-audience
Special-audience

Weekly
Weekly Supplements
Supplements
 Types of Newspaper Advertising

Local
Local (mostly
(mostly retail)
retail)

Display
Display Ads
Ads National
National or
or general
general

Small
Small items
items arranged
arranged by
by topic
topic

Classified
Classified Ads
Ads Rates
Rates based
based on
on size,
size, duration
duration

Legal
Legal notices
notices -- public
public reports
reports

Public
Public Notices
Notices Notices
Notices by
by people,
people, organizations
organizations

Political
Political ads
ads
Printed
Printed
Inserts Prepared
Prepared separately
separately by
by advertisers
advertisers
Inserts
 Newspaper Advantages and Limitations

Advantages Disadvantages
Extensive
Extensive penetration
penetration Low
Low production
production quality
quality

Short
Short life
life span
span
Flexibility
Flexibility

Lack
Lack of
of selectivity
selectivity
Geographic
Geographic selectivity
selectivity
Clutter
Clutter
Involvement,
Involvement, acceptance
acceptance
Limited
Limited use
use of
of color
color
Services
Services offered
offered
Newspaper Circulation Figures
 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
 Newspaper Advertising Rates

Standard Sales by
Advertising Units Column Inch

One
One inch
inch by
by 11 inch
inch deep
deep by
by
22 1/16
1/16 inches
inches wide
wide 11 column
column width
width

Fits
Fits in
in all
all newspapers
newspapers Column
Column widths
widths vary
vary
that
that use
use this
this format
format size
size

Column
Column width
width affects
affects ad
ad
Simplifies
Simplifies rate
rate quotes
quotes size,
size, shape,
shape, cost
cost

Simplifies
Simplifies production
production Complicated
Complicated purchasing
purchasing
process
process and
and placement
placement process
process
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

 The Future of Newspapers

Competition
Competition Declining
from Declining
from other
other circulation
media
media circulation

Problems
Problems
and
and issues
issues

Online
Online Attracting
Attracting and
and
delivery
delivery retaining
retaining
readers
readers
Cross-media
Cross-media
opportunities
opportunities
Attracting and Retaining Readers
Attracting and Retaining Readers