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Chapter 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. Classification of Magazines. Consumer magazines Business publications Farm publications. Consumer Magazines.
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Chapter 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
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.
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.
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.
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