Shorter commercials – shrinking attention span of viewers, smaller budget requiredRadio: oOver 1200 stations in CanadaoFM more popular than AM FM reaches 90% of persons over 12AM reaches 29% of persons over 12oDecreasing use of radio each year – esp with young people as they have more entertainment options available oHalf of all radio listening is done in the home Second most popular is in the car followed by workoAdvantage: ability to reach selective targets markets – personally connect with listenersNeed to speak to the listeners as individuals not as a groupoFormat: the type and nature of the programming offered by a radio station oIdeal for “key market” media planoInexpensiveoReferred to as the “frequency medium”oMorning medium (8-9am)oInternet Radio: listening to radio broadcasts via the InternetoPodcasting: Audio programming that is downloadable to iPods and other portable digital media devices; allows listeners to tune in when it is convenient for them to do so
o Satellite radio: a radio service that offers commercial-free programing for a monthly fee Newspapers: o Canada has 122 daily newspapers o Daily circulation: 5.8 million copies o Circulation: the average number of copies per issue of a publication sold by subscription, distributed free to predetermined recipients, carried with other publications, or make available through retail distributors o 52% of adult pop reads a daily newspaper on any given week day o Formats: Broadsheet: a large newspaper with a fold in the middle Tabloid: a smaller newspaper that is sold flat (and not folded) o Metro banner: targets YAMs (youthful, active metropolitans) through hard copy, online and mobile formats o Generate revenues from different types of advertising: National advertising Retail advertising: advertises store name, image, location, and the re- advertising of branded merchandise carried by the store Majority of revenue for a newspaper Classified advertising: print ad in which similar goods and services are grouped together in categories under appropriate headings Well-read section of the paper Preprinted inserts: free-standing ad (ex: leaflet, brochure, or flyer) specifically places in a newspaper or magazine o Offer geographic selectivity and high reach in local markets
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- Fall '13
- Communications Notes