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Print Media

Print Media. Magazines & Newspapers. Magazines Selection Factors. Try to ID “pilot” publications initially General Audience National Enquirer, Parade, TV Guide Female Oriented Cosmopolitan, Seventeen, Redbook, Woman’s Day, Family Circle, Better H&G, Male Oriented

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Print Media

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  1. Print Media Magazines & Newspapers

  2. MagazinesSelection Factors • Try to ID “pilot” publications initially • General Audience • National Enquirer, Parade, TV Guide • Female Oriented • Cosmopolitan, Seventeen, Redbook, Woman’s Day, Family Circle, Better H&G, • Male Oriented • Home Mechanix, Sports Illustrated, Playboy, Penthouse • However, these change periodically and may not suit your particular target audience.

  3. MagazinesRegional Editions • Regional buys offer a good testing ground. Although more expensive on a CPM basis, total cost is lower. • West Coast usually outperforms. • Regional A/B splits allow multiple tests. • Expect relatively poor positions for ad.

  4. MagazinesPositioning Effects • “Best” position/highest response from: • First seven pages or cover positions • Right-hand pages • Bind-In cards provide several advantages, but increase cost (from 40% to 400%) • Response rate equivalent to cover position because the card “flags down” reader • Makes it easy for reader to reply

  5. MagazinesResponse Patterns • Monthly Publications: • 20-25% in 2 weeks • 40-45% in 3 weeks • 50-55% after 1 month • 75-85% in 2 months • about 95% by end of 4th month • Weekly: usually see about 50% of response in first 2 weeks, little after 1 month

  6. MagazinesSeasonality and Frequency • For non-seasonal products: • Jan-Mar is best, Aug-Nov is next • Christmas gifts: late Sept-early December • When to repeat:

  7. Newspapers • Preprints: • Abundant space, reply postcard, color quality • Sunday Supplements: • Top 3 reach 65 million people, low CPM • Comics: • Great demographics, no clutter, color • ROP (Run of Paper): history is not good • Sections: allow better targeting than ROP

  8. NewspapersTiming & Positioning • Seasonality is similar to magazines • ROP: usually Mon-Thu (avoid grocery day) • Right-hand pages are better • First section is better for general audience • Quick placement (about 72 hour lead time) • Response pattern: usually get about 90% of response within 2-3 weeks

  9. Creating Print Ads • Compared to direct mail, space is much more limited • Before you start writing: • get detailed description of target market • if market is highly competitive: stress key product advantages • if product is unfamiliar: stress customer benefits • appeal to human values (see page 367-368)

  10. Creating Print Ads • Build in the “hook”: • why, how, new, now, this, what • Get straight to the point in the lead • Classic structure: problem, promise of solution, explanation of promise, proof, and call to action • Offer one argument after another until your level of persuasion is overwhelming

  11. Creating Print Ads • Establish uniqueness of product (only) • Use testimonials in an organized way • Justify the price: make the low price seem believable / the high price seem not so high • Response device: (in addition to 800 number) • summarize main selling point(s) • make it easy to use • state guarantee clearly and prominently

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