SMC CH12

Magazine types

consumer magazines, business and healthcare publications

selectivity

ability to reach a specific target audience

types of selectivity

demographic, geographic

Split runs

Two or more versions of an ad are printed in alternate copies of a magazine

weakness of magazines

long lead time

Primary circulation

Number of copies distributed to original subscribers or purchasers determines magazine’s rate structure

Guaranteed circulation

Publishers give advertisers a rebate if number of delivered magazines falls below the guarantee

Circulation rate base system:

Rates based on average circulation below actual circulation delivered but carries no guarantee

Pass-along readership

primary subscriber gives magazine to another person

Native advertising

Integrates advertising in online publications with the environment and editorial content

types of newspaper advertising

display, classified, special ads and inserts

disadvantage of newspapers

short life span

newspaper audience

city zone, retail trading zone

most effectice medium for local advertisers

newspapers