Test 2 Flashcards
The role of the print media buyer
Negotiates
Understands
Creative
Buys media space
Pros of a magazine
Flexible Color Authority Prestige Selling power Reader loyalty Pass along
Cons of magazines
Lack of immediacy Shallow reach Long lead time Competition High cost per thousand Declining circulation
Special possibilities with magazines
Bleed
Cover position
Junior units / island halves
Gatefolds
Bleed define
Visual that run all the way to the edge of a printed page
Cover position define
Space on the front inside, back inside, back cover pages usually sold at premium price
Junior unit define
Large advertisement (60 percent of page) place in the middle of a page
Island halves define
Half page of magazine space. Dominates the page sold at high price
Insert define
As that the advertiser prints and sends to the publisher to put in the magazine
Gatefold define
And insert so wide that the sides have to be folded to the center to match the size of the magazine
How magazines are categorized
Content
Geography
Size
Content components
Consumer magazines
Farm publications
Business magazines
Geography components
Local city magazine
Regional publications
National magazines
Size component
Size, flat, pocket
What to consider when buying magazine space
Readership Cost Mechanical requirements Deadlines Circulation