12

Evaluation of Print Media

Shela Ambas
Shielojane Caringal
Myline Aniel Losanez
The Role of Magazines and Newspapers

Reader sets Not

the pace intrusive

Selective High-
audience involvement

High
readership
Magazine Target Markets
 Classifications of Magazines

Consumer Farm Business

Top 7 Magazines in the Philippines

Average Reader
Magazines
per Month
1 FHM Philippines 653,000
2 Reader’s Digest 475,000
3 Cosmopolitan Philippines 465,000
4 Yes Magazine 463,000
5 Panorama 263,000
6 Good Housekeeping 244,000
7 Metro Weddings 239,000
Example of a Farm Publication
Business Publications
Advantages of Magazines

Selectivity

Reproduction Quality

Creative Flexibility

Permanence

Prestige

Receptivity, Engagement

Services
 Creative Flexibility

Bleed Pages

Creative
Inserts
Space

Gatefolds Pop-Ups

Cover
Positions
Consumer Engagement
Special Services
Disadvantages of Magazines

Costs

Limited Reach

Limited Frequency

Long Lead Time

Clutter

Competition
 Magazine Circulation

Primary
Circulation

Total Guaranteed
Audience Circulation

Controlled Circulation
Circulation Verification

Pass-Along
Readership
 Readership and Total Audience

Readers per copy X circulation = Total Audience

 Media Research Guides Advertisers

Reader Data
SRDS Media Data
from Magazines

Ad rates and
Demographics
circulation figures

General requirements Financial profile

Contact & Web site
information Lifestyle information

Media kits
Product usage
characteristics
Audit statements
Cost Elements of Advertising Space

Circulation

Size of the ad

Position in the publication

Editions chosen

Production requirements

Insertion number/frequency

Use of color
 Magazine Costs and Networks

Advertising
Cost

Time

News Newsweek
Network
Philippine News & World
Report
 The Future for Magazines

Declining ad revenues

Stronger editorial platforms

Better circulation mgmt

Cross-Mag & media deals

Database marketing

Technological advances
Trends
Online delivery methods
Characteristics of Newspapers

The dominant advertising vehicle

Accounts for 18% of ad dollars

About 1,500 daily papers in print

Dailys read by 54% of adults

Main community medium

 Types of Newspapers

Daily National

Special-audience

Weekly Supplements
 Types of Newspaper Advertising

Local (mostly retail)

Display Ads National or general

Small items arranged by topic

Classified Ads Rates based on size, duration

Legal notices - public reports

Public Notices Notices by people, organizations

Political ads

Printed
Prepared separately by advertisers
Inserts
Newspaper Advantages and Limitations

Advantages Disadvantages
Extensive penetration Low production quality

Short life span

Flexibility

Lack of selectivity
Geographic selectivity

Clutter
Involvement, acceptance
Limited use of color
Services offered
Newspaper Circulation Figures
 Purchasing Newspaper Space

• General rates
– Advertisers are outside
the newspaper’s designated
market area
– Includes national advertisers
– Are up to 75% higher than local rates
• Retail or local rates
– Advertisers conduct business within the
designated market
The Newspaper National Network
 Newspaper Advertising Rates

Standard Sales by
Advertising Units Column Inch
One inch by 1 inch deep by
2 1/16 inches wide 1 column width

Fits in all newspapers

Column widths vary
that use this format size

Column width affects ad

Simplifies rate quotes
size, shape, cost

Simplifies production Complicated purchasing

process and placement process
Rate Structures and Terminology

General rates Split Run Rates

Combination Rates Run-of-Paper [ROP]

Open Rates Local Rates

Flat Rates Preferred Position

National Rates Color Rates

 The Future of Newspapers

Competition
Declining
from other
media circulation

Problems
and issues

Online Attracting and

delivery retaining
readers
Cross-media
opportunities
Attracting and Retaining Readers
Attracting and Retaining Readers
Attracting and Retaining Readers