8-1 Copyright © 2009 Pearson Education Canada CHAPTER 8 Print Media: Newspapers and Magazines.

8-1 Copyright © 2009 Pearson Education Canada

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

Continued…


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.

1100 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.


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


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


Geographic selectivity

Coverage and Reach

Engagement

Flexibility

Creative & Merchandising Considerations

Editorial Support

Suitability for Small Advertisers

Short lifespan

Lack of target - market orientation

Clutter

Poor reproduction quality

High cost

Advantages Disadvantages

Advantages & Disadvantages of Newspaper Advertising


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.

Buying Newspaper Space: 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.

Buying Newspaper Space: Modular Agate Lines


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

more costly, but stronger impact

Continued…

Additional Newspaper Advertising Charges


Additional Newspaper Advertising Charges (cont.)

Multiple-Page ChargesReduced line rates apply based on number of pages purchased

Preprinted InsertsCosts are usually quoted on a CPM basis, with rates increasing as pages are added

Split RunsUses full circulation of the publication but has different material appearing in two or more regions.


Insertion OrdersSpecifies pertinent details including:

Size of the adDates of insertionUse of colourPosition requests

Line rate to be chargedClosing datesCancellation 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


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)

Comparing Newspaper for Efficiency


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

Continued…

Magazines in Canada


3. Frequency of Publication and Regional Editions Weekly and Monthly

National, regional and city

4. Size and Format Digest-size

Standard-size

Large-size

Magazines in Canada (cont.)


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.


Target-Market Selectivity

Geographic Flexibility

Lifespan

Engagement

Quality of Reproduction

Creative Considerations

Pass-Along Readership

Lead Time

Clutter

Cost

Frequency

Advantages Disadvantages

Advantages & Disadvantages of Magazine Advertising


Primary ReadersA reader who lives (works) at the location where the magazine is received.

Passalong ReadersSomeone who reads the publication but does not live (work) where publication is received.

Primary + Passalong = Total Readership

Magazine Readership


Bleeds

Gatefolds

Preferred Positions

Inserts and Reply Cards

Split Runs

Advertising Features Offered By Magazines


Ad costs are determined by multiplying cost (size) by frequency (number of insertions).

If the cost of a 1 page, 4-colour ad was $20 000 and the ad ran 8 times, the total cost would be:

$20 000 x 8 = $160 000

Additional discounts may apply.

Buying Magazine Space


Magazine Discounts

Number of lines, times, etc.

Length of time

All pages purchased by a multi-product advertiser

FrequencyFrequency

ContinuityContinuity

CorporateCorporate


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

Additional Magazine Advertising Charges


Comparing Magazines

Homemaker’sChatelaineCanadian

Living

1pg, 4-colour rate $46 505 $35 500 $23 200

Circulation 586 136 519 045 512 200

CPM $79.34 $68.40 $45.35Source: Canadian Media Director’s Council Media Digest, 2005-2007 p. 526

Continued…


Comparing Magazines (cont.)

Homemaker’s

Chatelaine

Canadian Living

Chatelaine

Canadian Living

Homemaker’s

Visit each of the above sites; compare and contrast their focus, features, and apparent targets.

http://www.chatelaine.com/

http://www.canadianliving.com/CanadianLiving/client/en/Today/Home.asp

http://www.homemakers.com/homemakers/client/en/Home/Home.asp


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

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8-1 Copyright © 2009 Pearson Education Canada CHAPTER 8 Print Media: Newspapers and Magazines.

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