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
Understanding circulation
Guaranteed versus delivered circulation Primary and secondary readership Vertical and horizontal publications Subscription and vendor sales Paid and controlled circulation
Rate base define
Circulation figure on which the publisher based its rates
Paid circulation
Number of copies of a magazine that is distributed through subscriptions and new stand sales
Controlled circulation
Free publication mailed to opinion leaders
Vertical publications define
Covers a specific industry in all aspects
Ex restaurants
Horizontal publications
Job function across industries
Ex purchasers
Reading rate cards (dates affecting magazine purchases)
Cover date (printed on the cover) On sale date (date actually sold) Closing date (publications final deadline for supplying material for an advertisement)
Equation for cost per thousand
Page rate / (circulation/ 1000)
Shows how far you’re spending will go
Factors that impact rates
Volume/ frequency discounts
Premiums for color, bleeds, special markets
Pros of news papers
Mass local media Timeliness Credibility Cheap Selective attention
Cons if newspaper
Lacks selectivity Short lifespan Low quality Clutter Lack of control
How newspapers are catagorized
Frequency
Physical size
Type of audience
Two basic newspaper formats
Standard size
Tabloid newspaper
Other types of newspapers
Sunday supplements
Pennysavers (free newspapers)
National newspapers
Types of newspaper advertising
Display advertising Reading notice(advertorial) Classified advertising Public notices Preprinted inserts Home deliver bag ads