Magazine Advertising
What is one advantage of magazine advertising?
The Pros
Flexibility
Color
Authority and believability
Permanence
Prestige
Audience selectivity
Cost- efficiency
Selling power
Reader loyalty
Extensive pass-along readership
Merchandising
The Cons
Lack of immediacy
Shallow geographic coverage
Inability to deliver mass audience at a low price
Inability to deliver high frequency
Long lead time
Heavy advertising competition
High cost per thousand
Declining circulations
What is guaranteed circulation in magazine advertising?
The number of copies a publisher expects to sell for a specific issue.
What is one advantage of using newspapers in a media mix?
Newspapers provide a mass medium with local reach, making them valuable for targeted advertising.
How have print media like newspapers and magazines adapted to digital technologies?
They now rely on online platforms to reach audiences, such as websites and social media.
How does magazine advertising benefit from Extensive pass-along readership?
Many people may read the magazine after the initial purchaser.
What is the difference between primary circulation and secondary (pass-along) readership?
Primary circulation refers to the number of people who directly receive a magazine, while secondary readership includes additional people who read it after the primary purchasers.
Name a disadvantage of newspaper advertising regarding reader engagement.
An active medium, as ads may be overlooked if readers skip sections of the newspaper.
What significant change occurred in online advertising spending compared to print in 2012?
Online ad spending surpassed print advertising spending for the first time.
How are magazines categorized?
List 3 discussed in class.
1. Content
2. Geography
3. Size
What does the term "audit bureau circulations (ABC)" refer to?
An organization that verifies magazine circulation figures to ensure accuracy for advertisers.
Why do many advertisers still rely on local newspaper advertising?
The majority of newspaper advertising revenue comes from local advertising, which effectively reaches nearby customers.
What revenue strategy have many publications adopted to supplement print revenue?
Many publications have turned to subscriptions and paywalls to increase revenue.
True or False: Magazine advertising has a high cost per thousand (CPM) compared to some other advertising mediums.
True. Magazine advertising can be expensive when calculating the cost to reach 1,000 people.
True or False: The closing date is the date printed on the cover of a magazine.
False. The closing date is the final deadline for supplying advertising materials.
True or False: Newspapers have a permanent record, making them beneficial for brand credibility.
True. Newspaper ads can serve as a lasting record, enhancing credibility.
True or False: The New York Times significantly increased revenue from circulation by 2012 through its digital strategy.
True. The New York Times capitalized on digital subscriptions to boost circulation revenue.
What is the difference between regional publications and national magazines?
Regional publications: Magazines targeted to specific areas of the country ( West or the South)
National magazines: magazines that are distributed throughout the entire country.
How is cost per thousand (CPM) used in magazine advertising?
CPM describes the cost of reaching 1,000 people in the audience and is used for comparing costs across different media.
What percentage of young adults aged 18-24 read newspapers, whether in print or online?
59% of young adults aged 18-24 engage with newspaper media.
Describe one future potential for print media in relation to digital advertising trends.
Print media can leverage rich content and audience targeting to capitalize on digital's focused advertising opportunities.