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
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.
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.
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
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.
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.
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
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 .
WD-40
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.
全美四十年來雜誌封面票選
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.
Nikon S60
Nikon S60
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.
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.
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
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.
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.
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.
Types of Newspapers
Newspapers can be classified by three factors: Frequency of publication (daily, weekly, and so
on) Format and size Circulation
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
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.
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
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。
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.
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.
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
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.
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.
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
Coupons
Economic reasons for firms to issue coupon Manufacturer coupon vs. retailer coupon
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
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
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.
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.
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.
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
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