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
