Chap 15 Print Media

Lecture Notes on Chapter 15: Principles of Print Advertising

Newspaper Classifications

Dailies

Weeklies

Shoppers

Supplements

How are Newspapers Categorized?

______________________________

Readers

68% of the adult population

Adults

College graduates

Gender differences?

Types of Newspaper Advertising

Display

cooperative

Classified

classified display

Preprinted Inserts

free-standing inserts

The Major Task of Newspaper Advertising

To convey the ______________________________ news of ______________________________ information.

Planning Elements to Consider

Circulation and readership

How rates work

How to place an ad

Print Advertising:

Magazines

How are Magazines Classified?

Frequency of publication

Geographic coverage

Demographics

Editorial diversity

The Magazine Audience

Consumer

Business

Farm

Magazine Readers

____________ of all adults
Read ____________ magazines/month
Read for over two days
Avg. time = ____________
____________

Types of Publications

vertical
horizontal

Measuring Magazine Readership

Rates are based on ____________ ____________

Research is conducted by:

____________
____________
____________

Magazine Rates

Preferred Position

Size

Amount of Color

The Bleed Page

Run of Press

Magazine Advertising Today

New technologies allow for :

Personalized magazines
Selective binding
Ink-jet printing
Desktop publishing
Database management

More emphasis on computers

Creative Use of Space

No part of this site may be reproduced or used as original work, without permission in writing from the author.Copyright © 1998
Published by: Cynthia M. Frisby, Ph. D
University of Missouri-Columbia
Missouri School of Journalism
Department of Advertising
221 Walter Williams
Columbia, MO 65211