Chapter 12: Using Print Media

Exam 3

Print Media Buyer

Negotiates and contracts with media, understands print media and technology, knows how to buy space, and creatively integrates print into the media mix. Important because they ensure efficient spending and effective placement. Example: negotiating a lower rate for a full-page magazine ad.

Pros of Magazine Advertising

flexibility, rich color, long shelf life.

Cons of Magazine Advertising

expensive, long lead time, weekly/monthly distribution, heavy ad competition.

Magazine Advertising

Important because it affects whether magazines are a good choice for a campaign. Example: using magazines for high-quality fashion ads but avoiding them for time-sensitive promotions.

Bleed Page

Ad goes all the way to the edge of the page. Important because it creates a more immersive, high-impact visual. Example: full-page photo with no margins.

Insert

Separate ad printed on special paper and added into the magazine. Important because it stands out from regular pages. Example: glossy perfume ad inserted into a magazine.

Gate fold

Extra-long folded page that opens out. Important because it gives more space and creates impact. Example: car ad that unfolds to show full image.

Double-Page Spread

Ad across two pages. Important because it allows larger visuals and storytelling. Example: landscape image spanning both pages.

Outside Back Cover

Ad placed on the back cover of the magazine. Important because it’s highly visible and premium placement. Example: major brand placing ad on back cover.

Magazine Categories

Magazines are categorized by reach/geography and content (e.g., general interest vs specialized audiences). Important because it helps target specific groups. Example: fashion magazine vs business magazine.

CPM (Cost Per Thousand)

Cost to reach 1,000 people. Helps determine efficiency of ad spending. Lower CPM = more efficient. Example: comparing two magazines to see which reaches more people for less cost.

CPM Calculation (Print Media)

CPM = page rate ÷ (circulation / 1,000). Used to measure cost efficiency. Example: calculating cost of a magazine ad per 1,000 readers.

Factors Affecting Ad Rates

Discounts for frequency or volume; premiums for color, bleeds, covers, special editions. Important because they change the cost of advertising. Example: paying more for a color back-cover ad.

Newspaper Advertising

Important because it influences when newspapers are useful. Example: using newspapers for local sales but not for high-end branding.

Pros Newspaper Advertising

local medium, geographic targeting, timeliness, Credibility, Flexible for creativity, An active medium, Reasonable cost

Cons Newspaper Advertising

lack of selectivity, short life span, low production quality, clutter, lack of control.

Newspaper Categories

Categorized by things like frequency (daily/weekly) and size (standard/tabloid) . Example: local weekly paper vs major daily newspaper.

Types of Newspaper Ads

Display, Classified, Printed inserts