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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
Exhibit 12-14 Newsweek
promotes the value of inkjet
imaging
Exhibit 12-15 Magazines
such as BusinessWeek are
now available online
V. Developing the
Integrated Marketing
Communications Program
12. Evaluation of Print
Media
© The McGraw−Hill
Companies, 2003
computerized production process that allows the creation of hundreds of
copies of a magazine in one continuous sequence. Selective binding
enables magazines to target and address specific groups within a magazine’s
circulation base. They can then send different editorial or advertising
messages to various groups of subscribers within the same issue
of a publication. Ink-jet imaging reproduces a message by projecting
ink onto paper rather than using mechanical plates. This process makes
it possible to personalize an advertising message. Many publishers
believe selective binding and ink-jet imaging will let advertisers target
their messages more finely and let magazines compete more effectively
with direct mail and other direct-marketing vehicles. Exhibit 12-14
shows how Newsweek promotes the capabilities of ink-jet imaging for
targeting advertising messages.
Publishers are also developing new technologies that will enhance
the creative opportunities available to magazine advertisers. Advertisers
use a variety of techniques in print ads to capture readers’ attention,
including sound, scents, moving images, and pop-up ads. Current technologies
are being refined and made more cost effective, and a number
of new technologies will be incorporated into print ads soon. These
include anaglyphic images (three-dimensional materials that are viewed
with colored glasses); lenticular (color) images printed on finely corrugated plastic
that seem to move when tilted; and pressure- or heat-sensitive inks that change color
on contact. These new technologies give advertisers ways to break through the advertising
clutter. However, these new print technologies can be very costly. Moreover,
many advertisers and agencies are concerned that ads that use these new technologies
may do so at the expense of other ads in the magazine, so they may pressure publishers
to control their use. Some creative people have also expressed concern that these new
technologies are gimmicks being substituted for creative advertising ideas. 27
Online Delivery Methods Many magazines are keeping pace with the digital
revolution and the continuing consumer interest in technology by making their publications
available online. There are more than 300 magazines with online versions, and
many more are becoming available each month. Online versions of magazines such as
BusinessWeek offer the many advantages of the Internet to publishers and subscribers
(Exhibit 12-15). They also provide advertisers with the opportunity for sponsorships
as well as banner ads and promotions on the online versions of the magazines. However,
it remains to be seen whether people will want their magazines delivered online