Copyright © 2012 Pearson Canada Inc. Chapter 8 Print Media: Newspapers and Magazines 8-1.

Copyright © 2012 Pearson Canada Inc.

Chapter 8

Print Media:

Newspapers and Magazines

8-1


Learning Objectives Understand the terminology of print advertising Identify the classifications of newspapers and

magazines available to Canadian advertisers Recognize the advantages and disadvantages of

newspapers and magazines as media Assess the considerations and procedures involved in

buying print media Recognize the influence of technology on the print

media

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Newspapers in Canada

124 daily newspapers with an average daily circulation (number of issues sold) of 6 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.

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Newspaper Formats

Canadian newspapers are published in two formats: Tabloids - Sold flat with only a vertical

centerfold (e.g., Winnipeg Sun, Vancouver Province)

Broadsheets - Larger and folded horizontally once (e.g., Globe and Mail, Vancouver Sun, Winnipeg Free Press)

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Newspaper Readership

NADbank Inc. (industry sponsored measurement organization) updates data annually by conducting a detailed survey among Canadian adults. Newspapers reach 47% of Canadian adults,

and increases marginally on weekends Readership increases as person’s level of

income and education increases Steady migration to online news

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Types ofNewspaper Advertising

Editorial content is arranged around two broad forms of newspaper advertising:

Display Includes general/national advertising and

retail advertising Classified advertising

Another form of newspaper advertising is: Pre-printed Inserts (retail flyer advertising)

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General (or National) Advertising

Retail Retail ads usually stress sale items and specials

Classified Classified ads provide readers with opportunities

to obtain a variety of products and services

Inserts Canadian retailers spend $2 billion annually

advertising in flyers. Some of this is paid by the manufacturers

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Advantages / Disadvantages of Newspaper Advertising

Advantages: Geographic selectivity

Coverage and reach

Flexibility

Editorial support

Suitable for small advertisers

Disadvantages: Short lifespan Not very targettable

except geographically Clutter Poor reproduction quality

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Buying Newspaper Space: Agate Lines basis

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.

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Buying Newspaper Space: Modular Agate Lines basisModular 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.

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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

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Additional Newspaper Advertising Charges

Rates Affected by: Position

Colour

Multiple pages

Pre-printed inserts

Insertion orders

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Insertion Ordersand Tear Sheets

Size of the ad Dates of insertion Use of colour Position requests

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Tear Sheet: Given to client to show that ad appeared in the paper and how it looked If unsatisfactory, advertiser can request a make good, a rerun of the ad at publisher’s expense

Insertion Orders contain details such as:

Line rate to be charged Closing dates Cancellation dates


Comparing Newspapersfor 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)

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Comparison of Newspapers

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Magazines in CanadaMagazines are classified in many ways:

Content and Audience Reached Consumer magazines

Business magazines

Circulation Base (Distribution) Paid circulation Controlled circulation

Continued…

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Magazines in Canada (cont.)

Frequency of Publication

and Regional Editions Weekly and Monthly

National, regional and city

Size and Format Digest-size

Standard-size

Large-size8-19


Magazine Circulation and Readership Highlights

It’s 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.

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Advantages / Disadvantages of Magazine Advertising

Advantages:

Target-Market Selectivity

Geographic Flexibility

Lifespan

Engagement

Quality of Reproduction

Creative Considerations

Pass-Along Readership

Disadvantages:

Lead Time

Clutter

Cost per reach

Limited Frequency

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Advertising Features Offered By Magazines

Bleeds

Gatefolds

Preferred Positions

Inserts and Reply Cards

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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 $20,000 and the ad ran 8 times, the total cost would be:

$20,000 x 8 = $160,000

Additional discounts may apply.

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Magazine Discounts

Number of lines, times, etc.FrequencyFrequency

ContinuityContinuity

CorporateCorporate

Length of time

All pages purchased by a multi-product advertiser

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Additional Magazine Advertising Charges

Colour and position charges are quoted separately on the rate card.

More costly for the inclusion of colour

More costly for a guaranteed position

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Comparing Magazines

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Technology & Print MediaThe 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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Copyright © 2012 Pearson Canada Inc. Chapter 8 Print Media: Newspapers and Magazines 8-1.

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