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Evaluation of Print Media

Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

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Page 1: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

Evaluation of Print Media

Page 2: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

雜誌產業現況與分類 雜誌產業現況 Classification of Magazines

Consumer magazines Business publications Farm publications

Page 3: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

Classification of Magazines

Consumer magazines Business publications Farm publications

Page 4: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

Consumer Magazines

Provide the general public for information or entertainment.

More detailed classification: general editorial, sports, travel, and women’s.

Distribution: subscription (circulation), store distribution, or both.

Frequency: weekly, monthly, and bimonthly.

Page 5: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

Consumer Magazines

Accounting for nearly 2/3 of all advertising dollars spent in magazines.

Top 25 consumer magazines account for 70% of all advertising dollars spent in consumer magazines.

Pros: specific market segment, favorable advertising environment, less legal constraints.

Page 6: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

Business Publications Published for specific business, industries, or

occupations Vertical publication & horizontal publication Classifications

Specific professional groups, e.g. National Law Review, Architectural Forum.

Industrial magazines, e.g. Iron and Steelmaker, Chemical Week, and Industrial Engineering.

Trade magazines, e.g. Progressive Grocer, Drug Store News.

General magazines, e.g. Forbes, Fortune, and BusinessWeek.

Health care publications

Page 7: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

Farm Publications

Farm publications are not classified with business publications because historically farms were not perceived as business.

About 3,00 publications are tailored to nearly every possible type of farming or agricultural interest.

SRDS breaks farm publications into 9 classifications, ranging from general-interest magazines aimed at all types of farmers to those in specialized agricultural areas such as poultry, hot farming, or cattle raising.

Page 8: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

Magazine Readership Measurement

Circulation Traditional delivery Nontraditional delivery (controlled circulation) The Audit Bureau of Circulation (ABC), e.g.

中華民國發行公信會.

Page 9: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

Advantages of Magazines

Market selectivity Interest, e.g. selective binding. Demographic: editorial content or special edition. Geographic selectivity: magazine that is targeted

toward a particular area, or specific geographic editions of national or regional magazines.

Ink-jet imaging

Page 10: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

Advantages of Magazines

Creative flexibility Double page spread ( 跨頁廣告 ) Bleed pages ( 全版廣告 ): extra 10~20% for bleeds. Gatefolds ( 折頁 ) Photo essay Frictional page space Unusual page sizes and shapes, e.g. 3D 立體圖 . Inserts ( 插頁 ), e.g. coupons or samples. Creative space buys, e.g. WD-40 多用途潤滑油 .

Page 11: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

WD-40

Page 12: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

Advantages of Magazines

Permanence The format of short essay is easy to read anytime,

e.g. readers devote nearly an hour over a period of two or three days to reading an average magazine.

Long life span, e.g. 75% of consumers retain magazines for future reference.

Less hurried pace and more opportunity to examine ads in considerable detail.

Page 13: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

全美四十年來雜誌封面票選

Page 14: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

Advantages of Magazines

Reproduction quality Far superior to newspapers, particularly when

color is needed. Prestige

The product or service may gain from advertising publications with a favorable image, e.g. GQ, VOUGE, ELLE.

Page 15: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

Nikon S60

Page 16: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

Nikon S60

Page 17: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

Advantages of Magazines

Consumer receptivity and involvement Sources of knowledge, information, and usable ideas Nonintrusive and easily be ignored Studies show that the majority of magazine readers

welcome ads; only a small percentage have negative attitudes toward magazine advertising.

Some magazines are purchased as much for their advertising as for their editorial content.

Magazine readers are more likely to attend to and recall ads than are TV viewers.

Page 18: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

Advantages of Magazines

Services Merchandising staffs Research studies: general consumer trends,

changing purchase patterns, and media usage or may be relevant to a specific product or industry.

Split runs – two or more versions of an ad are printed in alternate copies of a particular issue of a magazine.

Page 19: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

Disadvantages of Magazines

Costs E.g. $202000 (Time, circulation 4.2 million). Tradeoffs among absolute cost, relative cost and

selectivity. Limited reach and frequency

Monthly or weekly publications

Page 20: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

Disadvantages of Magazines

Lack of immediacy Some readers do not look at an issue of a

magazine until long after it comes to them. Long lead time

30- to 90-day lead time Can not be timely in responding to current events

or changing market conditions.

Page 21: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

Disadvantages of Magazines

Clutter and competition On average (consumer magazine), 45%

advertising and 55% editorial. Paradox: the more successful a magazine

becomes, the more advertising pages it attracts.

Page 22: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

報紙產業現況 報紙產業現況 Newspaper readership has been declining for

years, although it remains a fairly healthy advertising medium.

Market selectivity The ability to target specific consumer group E.g. special interest newspapers, special interest

sections, and advertising inserts delivered only to particular zip codes or zones.

Page 23: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

Types of Newspapers

Newspapers can be classified by three factors: Frequency of publication (daily, weekly, and so

on) Format and size Circulation

Page 24: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

Types of Newspapers – Frequency of Publication

About 1,530 dailies and 8,000 weeklies currently exist in the United States.

Daily newspapers Read by nearly 60% of adults each weekday and

by 68% on Sunday. Morning, evening, or Sunday publication

Page 25: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

Types of Newspapers – Frequency of Publication

Weekly newspapers: Originate in small towns or suburbs Geographic focus and lower absolute cost → local

advertisers E.g. 捷運週報 , 破報 , 麗台運動報 .

Newspaper supplements ( 報紙增刊 ) Sunday supplements: contain stories of more local interest. Regional supplements Specialized weekday supplements: cover specific topics

such as food, sports, or entertainment.

Page 26: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

Types of Newspapers – Format and Size

Tabloid (e.g. 國語日報 ) & Broadsheet (e.g. 蘋果日報 )

SAU (standard advertising unit) American Newspaper Publishers Association and

Newspaper Advertising Bureau first introduced the SAU system in the early 1980s.

Figure 12-5

Page 27: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

Types of Newspapers – Circulation

Circulation: the number of copies a newspaper sells. 全國性報紙:以全國為發行範圍的報紙

E.g. USA Today (2.3 million), The Wall Street Journal (1.8 million), and The Christian Science Monitor.

Appeal primarily to large national advertisers and to regional advertisers that use specific geographic editions of these publications.

區域性報紙:以一個大區域為發行範圍的報紙,平均發行量約介於 50 萬~ 100 萬份之間(美國數據)。

地方報紙:以小城市或鄉鎮為發行範圍的報紙,平均發行量約在 20 萬份以下(美國數據) ,如馬祖日報、捷運快報、大學報。

Page 28: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

Types of Newspapers – Circulation

For special interest groups More than 200 newspapers → African

American Other examples such as El Nuevo Herald,

世界日報 , 讀賣新聞 , Stars & Stripes, Wall Street Journal, 人間福報 , 財訊快報 , and The China Post.

Page 29: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

Newspaper Advertising

The pricing for newspaper advertising is sold based on the size of the space used.

Rate card: a list of the charges for advertising space and the discounts given to local advertisers and to advertisers who make volume buys.

Page 30: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

Types of Newspaper Advertising – Display advertising

Generally use illustrations, headlines, white space, and other visual devices in addition to the copy text.

The dominant form of newspaper advertising Approximately 70% of the advertising revenue of

the average newspaper Two subcategories:

Local (85% retail) advertising: supermarkets, department stores, banks, and travel agents.

National (general) advertising

Page 31: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

Types of Newspaper Advertising – Display advertising

ROP (run-of-paper) rate & preferred-position rate

Co-op advertising One-order, one bill

Media rep firms In the past, national advertisers buying space

from 150 newspapers would receive as many as 150 pieces of paper using 150 different account methods.

Page 32: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

Types of Newspaper Advertising – Classified advertising

Approximately 40% total newspaper advertising revenue

Two types: (1) advertising by individual to sell their personal goods; (2) advertising by local businesses.

Arranged under subheads according to the product, service, or offering being advertised.

Top 3: employment, real estate, and automotive.

Page 33: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

Types of Newspaper Advertising – Special Ads and Inserts

Special ads Preprinted inserts are printed by the

advertiser and then taken to the newspaper to be inserted before delivery.

Supplement, e.g. Parade and USA Weekend. FSI (free-standing insert) → price

discrimination

Page 34: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications
Page 35: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

Coupons

Economic reasons for firms to issue coupon Manufacturer coupon vs. retailer coupon

Page 36: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

Advantages of Newspaper

Extensive penetration In most areas, 50% or more of households read a

daily newspaper, and the reach figure may exceed 70% among households with higher incomes and education levels.

Morning and evening edition

Page 37: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

Advantages of Newspaper

Flexibility Producing and running →

timely respond Scheduling Various sizes, shapes, and

formats Use color or special inserts

to gain the interests of readers

Page 38: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

Advantages of Newspaper

Geographic selectivity Let companies feature

products on a market-by-market basis, respond and adapt campaigns to local market conditions, and tie into more retailer promotions, fostering more support from the trade.

Page 39: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

Advantages of Newspaper Reader involvement and acceptance

Not only for news, information, and entertainment but also for assistance with consumption decisions.

Many consumers actually purchase a newspaper because of the advertising it contains.

Reader’s knowledge about particular sections of the paper.

Consumers look forward to ads in newspapers more than in other media.

80% of consumers said newspaper ads were most helpful to them in doing their weekly shopping.

Page 40: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

Advantages of Newspaper

Service offered Merchandising services and program Excellent sources of local market information

through their knowledge of market conditions and research like readership studies and consumer survey.

Assist small companies through free copywriting and art services.

Page 41: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

Limitations of Newspaper

Poor reproduction If the visual appearance of the product is important, ex.

food or fashions, the advertiser will no rely on newspaper ads.

Short life span Solutions: high frequency and advertising in specific

sections

Page 42: Evaluation of Print Media. 雜誌產業現況與分類 雜誌產業現況 Classification of Magazines Consumer magazines Business publications Farm publications

Limitations of Newspaper

Lack of selectivity Demographics or lifestyle

characteristics.

Clutter 64% of the average daily

newspaper is devoted to advertising.

Most ads are black and white. Island ads