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Question 1

Advantages of Magazines

Answer 1

selectivity
reproduction quality
permanance
receptivity, involvement
creative flexibility

Question 2

Classifications of Magazines

Answer 2

consumer magazines
farm magazines
business magazines
city magazines

Question 3

creative flexibilty

Answer 3

bleed pages
inserts
pop ups
cover positions
gatefolds
creative space

Question 4

disadvantages of magazines

Answer 4

costs
limited reach
clutter

Question 5

Factors that influence magazine ad cost

Answer 5

• Circulation: CPM
• Ad size: full page, half page, quarter page

•Ad position
oFirst cover: outside front of a magazine
oSecond cover: inside front of a magazine
oThird cover: inside back of a magazine
oFourth cover: outside back of a magazine

•Ad color: black and white, black and white plus one color, four colors

Question 6

Magazine Circulation Concepts

Answer 6

Primary circulation:Number of copies distributed to the original subscribers or purchaser

Guaranteed circulation•Publishers give advertisers a rebate if the number of delivered magazines falls below the guarantee

Pass-along readership•Occurs when primary subscriber gives a magazine to another person or publication is read in doctors’ waiting rooms, on airplanes, and so forth

Total audience or readership