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Belch: Advertising and Promotion, Sixth Edition Summary Magazines and newspapers, the two major forms of print media, play an important role in the media plans and strategy of many advertisers. Magazines are a very selective medium and are very valuable for reaching specific types of customers and market segments. The three broad categories of magazines are consumer, farm, and business publications. Each of these categories can be further classified according to the publication’s editorial content and audience appeal. In addition to their selectivity, the advantages of magazines include their excellent reproduction quality, creative flexibility, long life, prestige, and readers’ high receptivity to magazine advertising, as well as the services they offer to advertisers. Disadvantages of magazines include their high cost, limited reach and frequency, long lead time, and the advertising clutter in most publications. Advertising space rates in magazines vary according to a number 428 V. Developing the Integrated Marketing Communications Program 12. Evaluation of Print Media © The McGraw−Hill Companies, 2003 more interesting to readers by targeting specific groups and expanding services to encourage advertisers to continue using newspapers. The newspaper industry launched a comprehensive program to address some of these issues. Called the Newspaper Readership Initiative, this program seeks to reverse the decline in newspaper readership and circulation and make newspapers a part of every advertiser’s media plan. 36 The growth of the Internet and online services is another factor that may erode newspaper readership. As penetration of the Internet into households increases, newspapers and magazines are among the most threatened of the major media. A survey conducted for Advertising Age found that consumers with home Internet access are less likely to use magazines or newspapers as a primary information source when shopping for a car, financial services, travel, or fashion. The study also found that consumers from teens to seniors are comfortable with the idea of using the Internet in the future to read books, magazines, and newspapers. 37 Newspaper publishers are addressing this threat by making their papers available online. Nearly every major newspaper has established a website, and many publishers now make their papers available online. The number of U.S. newspapers available online increased from less than 100 in 1995 to more than 1,300 in 2002. Many papers are also developing innovative programs for advertisers to attract their online advertising dollars. Networks are forming to help local newspapers go online and to facilitate the sale and purchase of banner ads and sponsorships. But as with magazines, audience measurement and user involvement are making it difficult for newspapers to attract advertisers and are issues that must be addressed. of factors, among them the size of the ad, position in the publication, particular editions purchased, use of color, and number and frequency of insertions. Rates for magazines are compared on the basis of the cost per thousand, although other factors such as the editorial content of the publication and its ability to reach specific target audiences must also be considered. Newspapers represent the largest advertising medium in terms of total volume, receiving nearly a fourth of all advertising dollars. Newspapers are a very important medium to local advertisers, especially retailers. They are also used by national advertisers, although the differential rate structure for national versus local advertisers is a source of controversy. Newspapers are a broad-based medium that reaches a large percentage of households in a particular area. Newspapers’ other advantages include flexibility, geographic selectivity, reader involvement, and special services. Drawbacks of newspapers include their lack of high-quality ad reproduction, short life span, lack of audience selectivity, and clutter. Trends toward market segmentation and regional marketing are prompting many advertisers to make more use of newspapers and magazines. However, both magazines and newspapers face increasing competition from such other media as radio, cable TV, direct marketing, and the Internet. Both magazines and newspapers are working to improve the quality of their circulation bases, offer database marketing services, and initiate cross-media deals. Rising costs and declining readership are problems for many magazines and newspapers. Both magazines and newspapers are making their publications available online, but problems with audience measurement and interactions with ads are important issues that must be resolved.
Belch: Advertising and Promotion, Sixth Edition Key Terms selectivity, 395 gatefolds, 398 bleed pages, 398 split runs, 401 controlled-circulation basis, 405 pass-along readership, 405 total audience/readership, 406 V. Developing the Integrated Marketing Communications Program 12. Evaluation of Print Media magazine networks, 408 multimagazine deals, 411 cross-media advertising, 411 selective binding, 411 ink-jet imaging, 412 display advertising, 416 Discussion Questions 1. The vignette at the beginning of the chapter discusses how Rolling Stone magazine is undergoing major changes to update its image and make it more appealing to a younger audience. Evaluate the changes being made by Rolling Stone to reposition itself and the challenges the magazine faces in trying to compete against other magazines that are targeting young adults. 2. Discuss the role of newspapers and magazines in the development and implementation of an integrated marketing communications program. What advantages are offered by each medium? 3. What is meant by selectivity with regard to the purchase of advertising media? Discuss the various ways magazines offer selectivity to advertisers. 4. Choose a specific target market that an advertiser might want to reach. Discuss how magazines and/or newspapers might be used classified advertising, 416 preprinted inserts, 416 city zone, 421 retail trading zone, 421 general advertising rates, 422 retail advertising rates, 422 to reach this particular market in a cost effective manner. 5. IMC Perspective 12-1 discusses the challenges marketers targeting products and services to the young male market face in trying to reach this segment. Why do you think teenage males are such a difficult market to reach with magazines? Do you think a magazine such as Stance will be successful in appealing to the teen male market? 6. Discuss why many companies such as Nike, Kodak, Ford, Ikea and others are choosing to publish their own custom magazines. Do you think these custom publications are an effective way to reach their customers? 7. If you were purchasing magazine advertising space for a manufacturer of golf clubs such as Taylor- Made or Calloway, what factors would you consider? Would your selection of magazines be limited to golf publications? Why or why not? © The McGraw−Hill Companies, 2003 standard advertising units (SAUs), 423 flat rates, 424 open-rate structure, 424 run of paper (ROP), 424 preferred position rate, 425 combination rates, 425 8. Discuss how the use of newspapers as an advertising medium would differ for national versus local advertisers. Find examples of newspaper advertising used by a national and a local advertiser and evaluate the type of ad used by each. 9. Discuss the reasons why USA Today has become the leading national newspaper. What challenges do other national newspapers such as The Wall Street Journal and the New York Times face in trying to compete against USA Today for national advertising? 10. Why has newspaper readership in the United States been declining over the past decade? Do you think campaigns such as the Newspaper Association of America’s “It all starts with newspapers” can help reverse the decline in newspaper readership among young people? 429
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