Newspaper

Newspaper is a part of the advertising field we call print. Just as we included television and radio as broadcast media, so we include newspaper and magazine as print media.

However, because of the common layout and planning areas of headline, graphics and copy, we need to expand our notion of print from newspaper and magazine to include some other media:

• Flyers
• Posters
• Brochures
• Direct Mail Pieces
• Yellow Pages

We can apply many of the same principles we will learn about to the area of computer screens and movie screens as well:
(see session #1 marketing, promotion & advertising)

• web pages
• movie house screen slides

Most of a newspapers income comes from advertising revenues as opposed to subscriptions, newstand copies and classifies ads. The top categories of advertisers are:

• retail
• automotive
• travel
• insurance
• real estate
• business and consumer services

Daily and Sunday newspaper advertising accounts for about one quarter of all advertising expenditures. About nine tenths of this is from retailers.

To understand how to schedule and use newspaper (as we did for other media) for effective advertising, we should begin by looking at the audiences and their usage habits.

Unlike television and radio where the media may be background to another activity, newspaper reading is the activity the audience is engaging in. Thus it is high in audience interest.

• 90% of adults read a newspaper in the last week
• redership is declining
  • about 61% read daily
  • about 78% in the 1970's
• 85% of readers subscribe
• attentive users, unlike tv & radio
• consumers may buy specifically for the ads
• 2.1 person passalong
• reader can take time reading, come back to it and even save it
• limited life, 6 hours - becomes stale quickly
• Most readers average 45 minutes reading

• Sizes include tabloid and standard

  • Tabloid = 14" deep (vertical) and 10 and 13/16's" wide; 5 columns wide, 1/8' between columns and each column is 2 1/16 inches wide
    
  • Standard (Broadsheet) = 21" deep and 13" wide; 6 columns per page of 2 1/16 inches width with 1/8" between columns
    
• 95% of all standards are of the above size but occassionally variations occur
• Classified by frequency of publication, usually daily, sometimes weekly
• 2/3 of dailes are evening publications as opposed to mornings
• The number of morning and Sunday editions are rising proportionally
• The largest daily, The Wall Street Journal, sells 2 million plus copies per day (USA Today is second)
• Circulation is of two types
  • Paid circulation is by subscription and newstand copies
  • controlled circulation is free distribution copies (e.g. shoppers)
• There are 7,500 weeklies

• Poor quality print and color
• Black & white, one color, or full color
• Reaches broad audience; 62-80% of local HH's
• Frequency can be good
• Specific target audience by section - sports, local, entertainment, etc.
• Target by geographics and special interest
• Builds short term awareness
• Local emphasis
• Can contain detailed information
• Can contain response device
• Credibility - as a news media and as opposed to entertainment media like tv and radio

Disadvantages

• Limited segmentation: geographic selectivity good; mostly it cuts across too broad of social, economic and demographic audience; some gender by section
• Cluttered environment
• Short life
• Print quality can be poor

All media produce what is called a Media Kit, a printed package of information regarding rates, scheduling requirements and other information about the media you are thniking of using. This is one of their promotional tools, usually only given to potentially serious customers since it costs them money to produce and distribute. Most media now have an online version:

Mercury News

Santa Cruz Sentinel

• lead time is one to two weeks for a daily
• sold by column inch or portion of page
• cost range from $25 to $50,000
• can buy specific days and page placement
• Types of paid ads are:
  1. Display Advertising
  • National (tends to be general brand)
  • Local (tends to be retail)
  2. Classified Advertising
     • Regular classified
     • Display classified
  3. Special Advertising
     • public notices - fictious names, liquor license applications, divorce actions, etc.
• Pricing Quotes
  • ROP (run of paper) is the basic rate - ad can run on any page in any column placement or section
  • Premium Position - control the ad placement next to reading matter (up to 1/3 more)
  • Page position - next to table of contents, top, back cover, etc, (about 15% or higher cost)
• Rates
  • black & white
  • color - generally up to 50% more or 20-25% more pr color
• Sliding scale versus flat rate
  • Flat Rate - same column inch rate regardless of the number of column inches required
  • Sliding Scale - used when price is elastic: lower prices (discounts) lead to greater buying of ads or increased ad space

• Special Ads
  • Inserts - usually printed by a specialized printing company and shipped to the newspaper
    • flyer
    • multi-page
    • color glossy
    • FSI (free standing insert) - a grouping of ads for several advertisers; usually coupon heavy
    • Card inserts
    • supplements - special sections, usually for Sunday Paper, i.e. Parade. USA Weekend, etc. ; may be a special section such as extra sports edition section, county fair section, comics, etc.; often heavier stock paper yielding better color and b&w results; often 4 color close to b&w prices