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Print Media

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by

Rhett Coleman

on 6 October 2014

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Transcript of Print Media


Reason they keep thriving?
1. Target reader
2.High-quality photos and maps
3. Advertising
4. Social media
Case Study 2: National Geographic
Print Media
Introduction
Newspapers and Magazines are facing a tough time.

Advertising revenue
$27 billion in 2007 to
$20 billion in 2009
Advertising Spending
Down 40% from 2007 to 2009
A loss of $17 billion dollars

Advertising revenue is dependent number of readers
Declined due to internet and television.


Concepts and Definitions
History:
Founded on 1851,by Henry Jarvis Raymond

Readership:
white-collar workers

Why they were successful?
1.Unique reporting style news 2.Outstanding News Team
3.Exclusive coverage 4.Editorial openness: 5.Sources reliability

Golden age for print media is over 2000s
“We will stop printing the New York Times sometime in the future, date TBD.” - Arthur Ochs Sulzberger,former publisher

NYT Digital: NYT Digital China earned back market:
7million Daily Pageviews
Belch, George E., and Michael A. Belch. Advertising and Promotion: An Integrated Marketing Communications Perspective. 9th ed. Boston, MA: Irwin/McGraw-Hill, 2001. Print.
Case Study 1: New York Times
Magazine
Geared toward a certain audience
Media research company SRDS,
References

Demographic Selectivity-

Most magazines already target a specific demographic
EX: Cosmopolitan already targeted and read mostly by women.
Geographic Selectivity
-
Lets an advertiser focus on a certain city or region

EX: Southern Living,specific metropolitan area magazines

Permanence-

Magazines tend to have a long life span. People will hold on to them after they are read.
-
One study showed that people generally spend nearly 1 hour over two to three days to read a magazine.

Trends
Advantages of Magazines
Conclusion
Implications and Strategies
Belch, George E., and Michael A. Belch. Advertising and Promotion: An Integrated Marketing Communications Perspective. 9th ed. Boston, MA: Irwin/McGraw-Hill, 2001. Print.
Newspaper vs. Magazines
Both are High-involvement Reading
80% of Adults (18+) read magazines

2/3 of house holds in America receive a newspaper
Newspaper
Consumer
Healthcare
Business
Largest of all advertising in Print
Mainly consist of Daily local papers
Daily
Weekly
National
Special Audience
Publications are
going online
Online subscriptions failing as content can be free
Free access gaining more ad revenue
Publications are going on
tablets and e-readers
Advance technology for delivering ads
Devices are expensive so progress is slow

Advantages of Magazines
Future of Newspapers and Magazines
Tough few years for Print Media
Due to Recession, less spent by advertisers
Challenges for both
Ink and paper costs; increase in postal rates.
Maintaining/increasing circulation and readership
"Separation of church and state"
Challenges for Magazines Moving Forward
Competition from other media: TV, Internet
Loss of help from sweepstakes
Challenges for Newspapers Moving Forward
Poor reproduction quality
Competition from other media, particularly in the realm of classified ads
For Magazines
Strong editorial content/declining subscriptions = more defined group of subscribers.
For Newspapers
Sell an experience (like Starbucks!)
For Both
Moves at reader's pace
GET ONLINE
Videos, banner ads, subscription fees for online content
Facebook, Twitter, Tumblr, Instagram, LinkedIn, MySpace, LiveJournal (just kidding on those last two)
Tweet breaking news; truncate features or stories to be easily consumed online
Given all we’ve just discussed, what does this mean for us as
IMC Students and future professionals?



Qian,Xu.Taking off "Gray lady" coat,'New York Times' online edition, 'Media' journal, Web. 17 Sept 2014
"A Word about Ouracives." TimesMachine:. N.p., n.d. Web. 17 Sept. 2014.
Discussion Questions:
What do you think the future of Print media look like. Do you think Newspapers and Magazines will be fully online one day?

There are many types, sizes, and placements available within magazine advertising that are high quality
Gatefolds-
adding an extra page that folds out to give an extra large spread
Bleed pages
- Ads can be printed all the way to the edge of the page
Inserts-
return cards, coupons, pop-up ads, sample products, scented pages.
Printaculars-
especially interesting add on to advertising, can be expensive to add weight and parts to magazine.
EX: Supernatural ran a two page spread that when opened had the sound of the car pictured play, the lights on the car flickered, and the characters had a short dialogue.
Consumer Receptivity-
Consumers feel that magazine ads are less intrusive than on television or the Internet.
People are more likely to view ads as acceptable, enjoyable, and part of the magazine.

Cost
-
cost is a reflection of the size of audience and selectivity.

For a full page, four color ad in Time magazine in 2010 (circulation 3.3m) cost $287,000, a back page ad costing around $400,000.

Limited Reach and Frequency
-
Magazines tend to be monthly or at best weekly. Although 90% of adults read 1 or more magazines monthly, the percentage of an individual magazine is much lower.

Long Lead Time-

Most major publications have a 30 to 60 day lead time, meaning ads must be prepared long before they are printed and cannot be changed after.

Clutter and Competition-
The more successful a magazine becomes the more cluttered it becomes.
Disadvantages of Magazines
Selectivity
Creative Flexibility-
Geographic Selectivity

Extensive Penetration
- In most areas 50% or more of households read a daily newspaper

Flexibility
- Advertisements for newspapers can be written and prepared in a matter of hours.

Sunday Ads
- People actually go out and pursue the paper for the coupons and deals that are shown.
Advantages of Newspapers
Poor Reproduction Quality

Short Life Span
- Daily papers

Lack of Demographic Selectivity

Clutter
- 64% of the average daily newspaper is devoted to ads.
Disadvantages of Newspapers
Industry Perspective
Adam Clement, Integrated Marketing Manager/Creative Services
Works for Dennis Publishing in NYC, manages the brands of
Mental Floss
and
The Week

In Print
Of the two,
The Week
is increasing in print circulation
Only title in News/Business/Opinion category to increase more than 1%. Why? New brand/not a time suck.
On the Online Movement
"I would say across the board, industry-wise, online is the one and only future."
"...digital is the only long-term investment being made anywhere now."
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