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CHAPTER 8
Print Media: Newspapers and
Magazines
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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…
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Learning Objectives (cont.)
Understand the basic terminology used in newspaper and magazine advertising
Assess the influence of technology on the print media
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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.
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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)
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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
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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
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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
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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
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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
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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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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
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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.
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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
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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
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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
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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.)
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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.
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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
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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
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Bleeds
Gatefolds
Preferred Positions
Inserts and Reply Cards
Split Runs
Advertising Features Offered By Magazines
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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
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Magazine Discounts
Number of lines, times, etc.
Length of time
All pages purchased by a multi-product advertiser
FrequencyFrequency
ContinuityContinuity
CorporateCorporate
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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
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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…
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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.
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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