Magazine
Advertising
Magazine Advertising Pros
Narrowly targeted audiences.
Most types feature "split runs" which allow them to
customize issues to demographic and geographic customers.
Strong visuals --- great for brand awareness and memorable
messages
Portable/long life/passed along
Magazine Advertising Cons
Audience growth is not keeping up with advertising
industry growth as a whole
Clutter
Long ad deadlines --- not flexible – lack of
immediacy
Several must often be used to reach target(s), which
increases publication costs
Costs and Revenues
70% subscriptions/30% single copy (off the shelf)
Escalating postage, paper, distribution costs
Advertising concentration --- 12 categories = nearly
90% of ads.
“Too much” discounting as a result of intense
competition.
Magazine Elements
Size of Magazine
Standard 8X10: Time, Newsweek, etc
Small 4 & 3/8 by 6 & 1/2 Readers Digest
Oversized: ESPN and others
Position, color, size of ad
Generally sold in full page or fractions of a full
page
Covers
4 “covers”
Front cover: "First cover"
Best position, but rarely sold
Inside front cover: "Second cover"
Inside back: "Third cover"
Back: "Fourth cover"
Ad positioning
FFRHPOE "front forward right hand page opposite
editorial"
Bleed pages, multi page units, gatefolds
Reduces competition for the reader's attention
Four color is generally worth some added expense, two
color isn't.
Runs
Partial runs and split runs allow for better reader
targeting
Partial run
Usually geographic but can also be demographic/
vocational/special interest.
Result of computer technology and high speed
printing
Time, Newsweek etc offer dozens, possibly hundreds
of ad packages and rates
Split runs
Same ad runs in different editions to test
results
Different ads run in same edition to test
results
Allows for "split testing."
Rates
Generally determined by circulation
Paid circulation is most verfiable method
ABC: Audit Bureau of Circulations
Discounts
"Off the card:" When magazines offer special rates to
certain customers
Frequency
Volume (Bulk)
Remnant
Readership
Determined by paid circulation and "pass along"
Magazine Dates
Cover date: the date on the front cover
On sale date: the date the magazine is issued
Closing date: prints and plates need to be in
publisher's hands.
City and Neighborhood Magazines
Huge increase in numbers in the last decade
Also see these related articles: Newspaper Advertising Benefits and
Disadvantages, Elements of an Effective Newspaper
Ad, and An Overview of
Print Advertising Today.
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