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Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
12. Evaluation of Print
Media
ferred position rate. Color advertising is also available in many newspapers on an
ROP basis or through preprinted inserts or Sunday supplements.
Advertisers can also buy newspaper space based on combination rates, where they
get a discount for using several newspapers as a group. Typically, a combination rate
occurs when a publisher owns both a morning and an evening newspaper in a market
and offers a reduced single rate for running the same ad in both newspapers, generally
within a 24-hour period. Combination discounts are also available when the advertiser
buys space in several newspapers owned by the publisher in a number of markets or in
multiple newspapers affiliated in a syndicate or newspaper group. Exhibit 12-25
shows an ad promoting the three newspapers published by the Miami Herald in the
south Florida market.
The Future for Newspapers
Newspapers remain the largest advertising medium in terms of total advertising volume.
Newspapers’ largest advertising category is retail, and consolidation among department
stores and grocery chains is likely to lead to a slight decline in ad volume. National
advertising in newspapers is growing as major advertisers such as Procter & Gamble,
Kraft, Nestlé, and General Motors use the medium more. However, newspapers have
fallen behind TV and magazines as a medium for national advertisers; they accounted
for only 4.5 percent of the estimated $144 billion spent by national advertisers in 2002.
Newspapers’ major strength lies in their role as a medium that can be used effectively
by local advertisers on a continual basis. It is unlikely that newspapers’ importance
to local advertisers will change in the near future. However, there are a number
of problems and issues newspapers must address to maintain their strong position as a
dominant local advertising medium and to gain more national advertising. These
include competition from other advertising media, maintaining and managing circulation,
cross-media opportunities, and declining readership.
Competition from Other Media The newspaper industry’s battle to
increase its share of national advertising volume has been difficult. In addition to the
It takes 3 newspapers to
reach the #1 retail market
in the U.S.
We publish them all.
The Miami/Ft. Lauderdale DMA leads
the nation in retail spending per
household.
And there’s no better way to reach this
big-spending market than by advertising
in The Miami Herald, El Nuevo Herald
(the nation’s #1 Spanish-language daily)
and The Herald in Broward County.
Together, these three newspapers have
the highest reach in South Florida.
For more information call Ric Banciella, National Marketing Manager,
at (305) 376-2694 or (800) HERALD5, ext. 2694. e-mail: rbanciella@herald.com
Or, visit our websites at www.herald.com or www.elherald.com
Source: Demographics USA, 1999 Market Statistics; Scarborough Multi-Media Study, 1999
000190
Exhibit 12-25
Marketers can advertise
in the three newspapers
published by the Miami
Herald
© The McGraw−Hill
Companies, 2003
425
Chapter Twelve Evaluation of Print Media