12. EVALUATION OF PRINT MEDIAPresented By: Roopali- 05, Sharda- 08, Neeta- 18, Nirula- 29, Sourabh Saxena- 38, Shifa- 45

LEARNING OBJECTIVES

• To examine the various types of Magazines and NP and the value of each as an ad medium

• To analyze the advantages and limitations of Magazines and NP as advertising medium

• To discuss how advertising space is purchased in magazines and NP, how readership is measured and how rates are determined

• To consider future developments in magazines and NP and how these trends will influence their use as advertising media

PRINT VS DIGITAL

PRINT VS DIGITAL• In spite of all the challenges, Print Advertising (specially NP’s) is expected to have a

better year compared to 2015. It will expand at 6% VS 5.2 in 2015.

• The circulations for major NP’s and Magazines have seen an increase in 2015 compared to 2014.

Source- This Year Next Year Report- 2016 by GroupM

PRINT VS DIGITAL

Source- Audit Bureau of Circulations

PRINT VS DIGITAL

Source- Audit Bureau of Circulations

PRINT VS DIGITAL

Source- Media Research Users Council (MRUC) and the Research Studies Council of India (RSCI)

PRINT VS DIGITAL• A Better Year For Print

• The increase in ad spends in print is expected from sectors like- Auto Banking and finance

• Regional advertising of telecom and consumer product brands will benefit language dailies

• It is likely that vernacular print media will overshadow the English print media in 2017

• The Hindi and vernacular print media's circulation revenue is to grow by 8–10% in FY17, driven by growing circulation as well as an increase in prices

Source- India Ratings and Research by The Flitch

MAGAZINES

MAGAZINES- CLASSIFICATION• At present, there are more than 5,000

magazines in India, which are published weekly, fortnightly and monthly.

• However, most of them are now shunning away from paper and adopting the digital version.

• Classification of Magazines

Source- India Ratings and Research by The Flitch

Consumer Business Farm• Industrial Magazines• Trade Magazine• Professional Magazines

• General Business Magazines• Health Care Magazines

MAGAZINES- ADVANTAGES & DISADVANTAGES

Selectivity

Advantages Disadvantages

Reproduction of Quality

CreativeFlexibility

• Gatefolds• Bleed Pages

Prestige & Permanence

ConsumerEngagement

Services• Split Runs• Selective Binding• Ink Jet Imaging

Costs

Limited Reach& Frequency

LongLead Time

Clutter &Competition

MAGAZINES- CIRCULATION & READERSHIP

• Circulations

Primary Circulation Guaranteed Circulation Controlled Circulation

• Circulations Verifications

Audit Bureau of Circulation (ABC) Business Publications Audit

• Readership & Total Audience

Pass-along readership Total audience (readers per copy X circulation)

• Audience Information & Research for Magazines

SRDS Media Solutions Syndicated Audience Studies Simmons Market Research Bureau Mediamark Research Inc. (MRI)

MAGAZINES- PURCHASE OF AD SPACE

• Factors Determining the Magazine Rates

• Circulation of the magazine

• Color

• Size of the ad

• Position in the magazine

• Special mechanical or production

• Number and frequency of insertions

NEWSPAPERS

NEWSPAPERS CLASSIFICATION

• In year 2016, 17,000 crores would be spent on Newspaper Advertising

• Classification of Newspapers

Source- India Ratings and Research by The Flitch

Daily NP National NP SupplementsWeekly NP Special Audience NP• Mid Day• Gujarat

Guardian

• Union Times Today • Jagran• Amar Ujala• Rajasthan

Patrika• TOI• HT

• Afaqs Reporter

• ET• Bombay

Times

NEWSPAPER ADVERTISING• Types of NP Advertising

Display Advertising

ClassifiedAdvertising

Special Ads& Inserts

• Local (mostly retail) • National or General

• Small items arranged by topic

• Rates based in size, duration

• Classified display - combination

• Prepared separately by advertisers

Others

• Public Notices

NEWSPAPER- ADVANTAGES & DISADVANTAGES

ExtensivePenetration

Advantages Disadvantages

Flexibility GeographicSelectivity

Reader Involvement

& Acceptance

ServicesOffered

PoorReproduction

Lack of Selectivity

Short Life Span& Clutter

Short LifeSpace

NEWSPAPER AUDIENCE & INFORMATION

• The basic sources of information comes from:

Audit Bureau of Circulation Indian Readership Survey Standard Rate and Data Service (SRDS)

Newspaper circulation figures are generally broken down into three categories:

The city zone The retail trading zone All other zone

NEWSPAPER AUDIENCE & INFORMATION

• The SRDS data contains standardized ad rates, circulation figures, dates, general requirements, contact information, and other valuable information for media.

• Syndicated Market Researche.g. Simmons Market Research Bureau and Media-mark Research Inc

• Many newspapers commission their own audience studies to provide current and potential advertisers with various information

BUYING NEWSPAPER SPACE

• There are 2 ways to buy NP Space

1. Agate Lines Measuring 1/4" deep by 1 standard column wide A standard column is usually 2" wide

2. Column Inch Column inch is 1 inch deep by 1 column wide There are 14 agate lines per column inch

NEWSPAPER RATE TERMINOLOGY• General Rates- Applies to display advertisers outside the NP designated market area

• Local Rates- General advertisers pay 75% more than local advertisers

• Flat Rate- No discount for quantity or repeat purchase

• Open Rates- Various Discounts are available

• Run-of-Paper (ROP)- The NP will decide which page and where to place the ad

• Preferred position- Opposite of Run of Paper (ROP)

• Color rates- Pre-printed inserts/ Sunday supplements

• Combination Rates- Discounts on using several NP’s as a group usually in 24 hours

FUTURE OF PRINT MEDIA

FUTURE OF PRINT

• With literacy rate increasing in India, print still holds a chance to grow

• Digitalization of NP’s and Magazines is important

• Podcasts on Apps

• Strive for paid Subscriptions

THANK YOU