Selecciones - Webs

Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
12. Evaluation of Print
Media
Figure 12-4 U.S. daily newspaper pages or sections usually read
Percentage of Weekday Audience
Clutter Newspapers, like most other advertising media, suffer from clutter.
Because 64 percent of the average daily newspaper in the United States is devoted to
advertising, the advertiser’s message must compete with numerous other ads for consumers’
attention and interest. Moreover, the creative options in newspapers are limited
by the fact that most ads are black and white. Thus, it can be difficult for a
newspaper advertiser to break through the clutter without using costly measures such
as large space buys or color. Some advertisers use creative techniques like island
ads—ads surrounded by editorial material. Island ads are found in the middle of the
stock market quotes on the financial pages of many newspapers. Exhibit 12-23 shows
an island ad for Cathay Pacific Airways that targets business travelers to Hong Kong
and other Asian destinations.
The Newspaper Audience
As with any medium, the media planner must understand the nature and size of the
audience reached by a newspaper in considering its value in the media plan. Since
newspapers as a class of media do an excellent job of penetrating their market, the
typical daily newspaper gives advertisers the opportunity to reach most of the households
in a market. But, while local advertisers aim to cover a particular market or
trade area, national advertisers want to reach broad regions or even the entire
country. They must purchase space in a number of papers to achieve the desired
level of coverage.
The basic sources of information concerning the audience size of newspapers
come from the circulation figures available through rate cards, publishers’ statements,
or Standard Rate and Data Service’s Newspaper Rates and Data. Circulation
figures for many newspapers are verified by the Audit Bureau of Circulation
which was discussed earlier. Advertisers that use a number of papers in their media
plan generally find SRDS the most convenient source.
Newspaper circulation figures are generally broken down into three categories:
the city zone, the retail trading zone, and all other areas. The city zone is a market
area composed of the city where the paper is published and contiguous areas similar
in character to the city. The retail trading zone is the market outside the city zone
whose residents regularly trade with merchants within the city zone. The “all other”
category covers all circulation not included in the city or retail trade zone.
Sometimes circulation figures are provided only for the primary market, which
is the city and retail trade zones combined, and the other area. Both local and
national advertisers consider the circulation patterns across the various categories
in evaluating and selecting newspapers.
© The McGraw−Hill
Companies, 2003
African- Spanish/
Section Readership Adults Men Women White American Hispanic*
Business/finance 59 66 53 61 50 48
Classified 53 55 52 53 58 54
Comics 58 59 57 59 53 52
Entertainment (movies, theater, etc.) 65 61 70 66 64 63
Food or cooking 55 46 63 56 49 45
Main news 88 87 89 89 83 81
Sports 61 74 46 61 58 59
TV/radio listings 52 52 52 53 50 45
*Defined as “of Spanish or Hispanic origin or descent.”
Source: Newspaper Association of America, “Facts about Newspapers 2002,” www.naa.org.
Exhibit 12-23 Island ads
are a way to break through
the clutter in newspaper
advertising
421
Chapter Twelve Evaluation of Print Media