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Contents

MKT 3362

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Chapter objectives

Magazines

Instructor: Mr. Nguyen Tien Dung

Prepared by: Dang Thao Trang Nguyen Van Ha

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Chapter 12 Evaluation of print media

Newspapers

Chapter 12: Evaluation of Print Media

Chapter objectives
To examine the structure of magazine and newspaper industries and the role of each medium in the advertising program. To analyze the advantages and limitations of magazines and newspapers as advertising media To examine the various types of magazines and newspapers and the value of each as an advertising medium.

Chapter objectives (cont)

To discuss how advertising space is purchased in magazines and newspapers, how readership is measured, and how rates are determined. To consider future developments in magazines and newspapers and how these trends will influence their use as advertising media.

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Chapter 12: Evaluation of Print Media

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Chapter 12: Evaluation of Print Media

Main content

Print media

Magazines

Newspapers

MAGAZINES
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Chapter 12: Evaluation of Print Media

Chapter 12: Evaluation of Print Media

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Diagram

Consumer magazines
Consumermagazines
Various kinds: general editorial, sport, travel. Distribution :subsription ( order in advanced) such as Time, Newweek or by store.
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Consumer magazine

Farm magazine
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Magazines

Business magazine

Frequency: sold by monthly or weekly

Chapter 12: Evaluation of Print Media

Chapter 12: Evaluation of Print Media

Farm publication

Business publication

Farm publication 1
Directs to farmers or their families. For example: Farm journal, hog farming, or beef
Magazines direct at specific professional group For example, National law, Architecture forum.
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Industrial magazines direct at business people in manufacturing and production industry

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Trade magazines For example, drug store news, womens wear daily

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Chapter 12: Evaluation of Print Media

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Chapter 12: Evaluation of Print Media

Business publication

Advantages of magazines

Selectivity 4
General business magazines For example, Forbes, Fortune

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Heal care publication targeted to various areas including dental, medical, surgical
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Demographic selectivity Geographic seclectivity

Reproduction quality
Beautiful color pages, and covers

Creative flexibility

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Creative flexibility
Gatefold
The bigger pages in the middle of the magazines

Disadvantages of magazines
Cost
Publishing a magazines in full colors cost million Vietnam dong.

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Chapter 12: Evaluation of Print Media

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Bleedpage Permance Prestige Consumer receptivity and involvement Service

Limited reach and frequency Long lead time Clutter and competition
The solusion for clutter or the chaos between ads and information is making the balance between illustration and articles

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Chapter 12: Evaluation of Print Media

Future of magazines
The heath of the economy has major impact on magazines. In addition, there are other issues magazines need to cop is the increasing price of ink and paper. It requires the publishers change the traditional ways they edit magazines. Stronger editional platform Circulation management Cross-magazines and media deals Advance in technology Online delivery method

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Chapter 12: Evaluation of Print Media

Types of Newspapers
Publication Publication Frequency Frequency

Daily Newspapers
Publish each weekday, are found in cities and larger towns across the country

Daily Weekly

National
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Type

Special-audience

Supplements

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Weekly Newspapers

National Newspapers
The newspaper that circulates throughout the whole country, as contrasted with a local newspaper serving a city or region.

Originate in small towns or suburbs where the volume of news and advertising cannot
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support a daily newspapers

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Chapter 12: Evaluation of Print Media

Special-Audience Newspapers
A variety of papers offer specialized editorial content and are published for particular groups, including labor unions, professional organizations, industries, and hobbyists.

Newspapers Supplements
Although not a category of newspapers per se, many papers include magazines-type supplements, primarily in their Sunday edition.

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Chapter 12: Evaluation of Print Media

Display Advertising
Is found throughout the newspaper and generally uses illustrations, headlines, white space, and other visual devices in addition to the copy text

Display Ads

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Type

Classified Ads
Special Ads & Inserts

Display Advertising

Local Advertising
National or general Advertising

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Display Advertising

Classified Advertising

These ads are arranged under subheads according to the product, service, or offering being advertised

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Chapter 12: Evaluation of Print Media

Classified Advertising

Special Ads and inserts

Include a variety of government and financial reports and notices and public notices of changes in business and personal relationship. Include political or special-interest ads promoting a particular candidate, issue, or cause.

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Chapter 12: Evaluation of Print Media

Special Ads and inserts

Preprinted inserts: These ads dont appear in the paper itself, they are printed by the advertiser are advertisers and then taken to the newspaper to be inserted before delivery
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Newspaper inserts are used to reach target markets

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Advantages of Newspapers
Extensive penetration Flexibility Geographic selectivity

Limitations of Newspapers

Poor Reproduction
Reader involvement and acceptance Services offered

Short life span Lack of selectivity

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Clutter

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Chapter 12: Evaluation of Print Media

The future for Newspapers

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Competition from other media

Circulation

Problems
Cross-media Buy
Attracting and retaining readers

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