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402 Part Five Developing the Integrated Marketing Communications Program Belch: Advertising and Promotion, Sixth Edition V. Developing the Integrated Marketing Communications Program 12. Evaluation of Print Media © The McGraw−Hill Companies, 2003 $202,000 in 2002. Popular positions such as the back cover cost even more. By contrast, a full-page, four-color ad in Tennis (circulation 710,000) cost $64,000. Like any medium, magazines must be considered not only from an absolute cost perspective but also in terms of relative costs. Most magazines emphasize their effectiveness in reaching specific target audiences at a low cost per thousand. Also, an increasing number of magazines are offering demographic and geographic editions, which helps lower their costs. Media planners generally focus on the relative costs of a publication in reaching their target audience. However, they may recommend a magazine with a high cost per thousand because of its ability to reach a small, specialized market segment. Of course, advertisers with limited budgets will be interested in the absolute costs of space in a magazine and the costs of producing quality ads for these publications. Limited Reach and Frequency Magazines are generally not as effective as other media in offering reach and frequency. While nearly 90 percent of adults in the United States read one or more consumer magazines each month, the percentage of adults reading any individual publication tends to be much smaller, so magazines have a thin penetration of households. For example, Reader’s Digest has the third-highest circulation of any magazine, at 12.2 million, but this represents only 11 percent of the 106 million households in the United States. As shown in Figure 12-3, only 37 magazines had a paid circulation over 2 million in 2002. Thus, advertisers seeking broad reach must make media buys in a number of magazines, which means more negotiations and transactions. For a broad-reach strategy, magazines are used in conjunction with other media. Since most magazines are monthly or at best weekly publications, the opportunity for building frequency through the use of the same publication is limited. Using multiple ads in the same issue of a publication is an inefficient way to build frequency. Most advertisers try to achieve frequency by adding other magazines with similar audiences to the media schedule. Long Lead Time Another drawback of magazines is the long lead time needed to place an ad. Most major publications have a 30- to 90-day lead time, which means space must be purchased and the ad must be prepared well in advance of the actual publication date. No changes in the art or copy of the ad can be made after the closing date. This long lead time means magazine ads cannot be as timely as other media, such as radio or newspapers, in responding to current events or changing market conditions. Clutter and Competition While the problem of advertising clutter is generally discussed in reference to the broadcast media, magazines also have this drawback. The clutter problem for magazines is something of a paradox: The more successful a magazine becomes, the more advertising pages it attracts, and this leads to greater clutter. In fact, magazines generally gauge their success in terms of the number of advertising pages they sell. Magazine publishers do attempt to control the clutter problem by maintaining a reasonable balance of editorial pages to advertising. According to the Magazine Publishers of America, the average consumer magazine contains 45 percent advertising and 55 percent editorial. 11 However, many magazines contain ads on more than half of their pages. This clutter makes it difficult for an advertiser to gain readers’ attention and draw them into the ad. Thus, many print ads use strong visual images, catchy headlines, or some of the creative techniques discussed earlier to grab the interest of magazine readers. Some advertisers create their own custom magazines to sidestep the advertising clutter problem as well as to have control over editorial content. A number of companies have also been publishing their own magazines to build relationships with their customers. For example, Farmer’s Insurance sends its customers a magazine called The Friendly Review that contains useful articles on a variety of topics. Swedish retailer IKEA has partnered with John Brown Contract Publishing to custom-publish a magazine titled space. 12 space is both a showcase for IKEA merchandise and a magazine that contains informative articles about home furnishings, modern design, and
Belch: Advertising and Promotion, Sixth Edition V. Developing the Integrated Marketing Communications Program 12. Evaluation of Print Media Figure 12-3 Top 50 magazines in average paid circulation Total Paid Rank Publication Circulation 1 NRTA/AARP Bulletin 21,712,410 2 AARP Modern Maturity 17,538,189 3 Reader’s Digest 12,212,040 4 TV Guide 9,072,609 5 Better Homes and Gardens 7,602,575 6 National Geographic 6,890,852 7 Good Housekeeping 4,708,964 8 Family Circle 4,671,052 9 Woman’s Day 4,167,933 10 Time—The Weekly Newsmagazine 4,114,137 11 Ladies’ Home Journal 4,101,280 12 My Generation 3,846,955 13 People Weekly 3,617,127 14 Rosie 3,503,993 15 Westways 3,328,280 16 Home & Away 3,313,966 17 Sports Illustrated 3,252,896 18 Newsweek 3,248,097 19 Playboy 3,217,269 20 Prevention 3,131,814 21 Cosmopolitan 2,963,351 22 Guideposts 2,747,626 23 Via Magazine 2,655,203 24 American Legion Magazine 2,644,518 25 Maxim 2,569,172 Note: Figures are averages for first six months of 2002 based on Audit Bureau of Circulation statements. Source: Magazine Publishers of America, fact sheet, www.magazine.org. lifestyle trends. space is sold at IKEA stores, and on newsstands, throughout North America. Custom-published magazines have also become very popular among tobacco companies, such as Philip Morris, which direct-mail them to their customer base. 13 IMC Perspective 12-2 discusses how a number of companies are now publishing “admazines” to better communicate with their customers. Clutter is not as serious an issue for the print media as for radio or TV, since consumers tend to be more receptive and tolerant of print advertising. They can also control their exposure to a magazine ad simply by turning the page. Magazine Circulation and Readership Two of the most important considerations in deciding whether to use a magazine in the advertising media plan are the size and characteristics of the audience it reaches. Media buyers evaluate magazines on the basis of their ability to deliver the advertiser’s message to as many people as possible in the target audience. To do this, they must consider the circulation of the publication as well as its total readership and match these figures against the audience they are attempting to reach. © The McGraw−Hill Companies, 2003 Total Paid Rank Publication Circulation 26 Southern Living 2,546,471 27 Glamour 2,509,566 28 Seventeen 2,431,943 29 Redbook 2,380,410 30 Martha Stewart Living 2,323,129 31 O, The Oprah Magazine 2,275,599 32 YM 2,262,574 33 AAA Going Places 2,191,629 34 Parents 2,092,443 35 Smithsonian 2,040,294 36 Parenting Magazine 2,039,462 37 U.S. News & World Report 2,018,621 38 Money 1,945,265 39 Ebony 1,884,739 40 National Enquirer 1,801,598 41 Country Living 1,711,449 42 Shape 1,692,690 43 Woman’s World 1,668,482 44 In Style 1,660,193 45 Men’s Health 1,659,594 46 Teen People 1,651,723 47 VFW Magazine 1,645,944 48 Entertainment Weekly 1,635,623 49 Cooking Light 1,603,680 50 Golf Digest 1,578,248 403 Chapter Twelve Evaluation of Print Media
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