Readership and Total Audience

Readership and Total Audience - advertisers 12-6 Types of...

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Readership and Total Audience Readers per copy X circulation = Total Audience 12-1
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Media Research Guides Advertisers SRDS Data Reader Data from Magazines Syndicated Research Studies 12-2
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Cost Elements of Advertising Space Circulation Size of the ad Position in the publication Editions chosen Production requirements Insertion number/frequency Use of color 12-3
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Magazine Costs and Networks Time Newsweek News Network Advertising $ $$ 12-4
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The Future for Magazines Increasing costs Strong media competition Decreasing circulations Declining revenues Failing publications Database marketing Technology advances Better circulation mgmt Stronger editorial platforms Electronic delivery methods Current Problems Potential Solutions 12-5
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Characteristics of Newspapers Still a major advertising medium Account for nearly 18% of ad spending Especially important to local retailers Also used by national
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Unformatted text preview: advertisers 12-6 Types of Newspapers Special-audience National Supplements Daily Weekly 12-7 College Newspapers Effectively Reach Students 12-8 Test Your Knowledge National advertisers tend to avoid weekly newspapers because of: A) Their poor image B) Their high absolute cost C) Difficulties associated with purchasing and placing ads in them D) An overly broad geographic focus E) The large number of local ads they typically contain 12-9 Types of Newspaper Advertising Local (mostly retail) National or general Display Ads Small items arranged by topic Rates based on size, duration Classified Ads Legal notices - public reports Notices by people and/or organizations Political ads Circulars, catalogs, brochures Special Ads and Inserts 12-10...
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Readership and Total Audience - advertisers 12-6 Types of...

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