Hill Education. Learning Objectives

©McGraw-HillEducation.Allrightsreserved.Authorizedonlyforinstructoruseintheclassroom.NoreproductionorfurtherdistributionpermittedwithoutthepriorwrittenconsentofMcGraw-HillEducation.Chapter Ten
Print Advertising
©McGraw-Hill Education.
Learning Objectives
• Learning Objective 10.1: Explain the advantages
and disadvantages of magazine advertising.
• Learning Objective 10.2: Discuss how magazine
circulation is measured and rates are set.
• Learning Objective 10.3: List the advantages and
disadvantages of newspaper advertising.
• Learning Objective 10.4: Describe the major types
of newspapers and how they charge for
• Learning Objective 10.5: Show how print media
work with new technologies.
©McGraw-Hill Education.
Selecting Media
Selecting media involves:
• Understanding the unique characteristics of
media alternatives
• Determining which medium will be the most
Reach: number of different people exposed, at least
once, to a medium during a given period of time
Frequency: average number of times those people
are exposed to that medium during that period of
©McGraw-Hill Education.
Print Media
Print media:
• Messages produced on any printed medium
• Has more permanence than television or radio
• Presents more detailed information
• Important component of the media mix
Media mix: combination of media types that work
together to most effectively deliver an advertiser’s
©McGraw-Hill Education.
Pros and Cons of Magazine Advertising
– Flexibility
– Color
– Authority and believability
– Permanence
– Prestige
– Audience selectivity
– Cost-efficiency
– Selling power
– Reader loyalty
– Extensive pass-along
– Merchandising assistance
– Lack of immediacy
– Shallow geographic
– Inability to deliver mass
audiences at a low price
– Inability to deliver high
– Long lead time
– Heavy advertising
– High cost per thousand
– Declining circulations
©McGraw-Hill Education.
Special Possibilities with Magazines (1 of 2)
Bleed: color, type, or visuals that run all the way to
the edge of a printed page
Cover position: advertising space on the front inside,
back inside, or back cover pages of a publication,
usually sold at a premium price
Junior unit: large magazine ad placed in the middle
of a page and surrounded by editorial matter
©McGraw-Hill Education.
Special Possibilities with Magazines (2 of 2)
Island halves: half-page of magazine space that is
surrounded on two or more sides by editorial matter
and sold at a premium price
Insert: ad or brochure printed by the advertiser and
shipped to the publisher for insertion into a
magazine or newspaper
Gatefold: magazine cover or page extended and
folded over to fit into the magazine, sold at a
premium price
©McGraw-Hill Education.
Categorization of Magazines:
Consumer magazines: information- or
entertainment-oriented periodicals directed toward
people who buy products for their own consumption
Farm publications: directed to farmers and their
families or to companies that manufacture or sell
agricultural equipment, supplies, and services
Business magazines: target business readers and
include trade publications, industrial magazines, and
professional journals
©McGraw-Hill Education.
Categorization of Magazines:
Geographic Scope
Local city magazine: caters to upscale, professional
people interested in local arts, fashion, and business
Regional publications: targeted to a specific area of
the country
National magazines: magazines that are distributed
throughout a country
©McGraw-Hill Education.
Categorization of Magazines:
Size classification Magazine Full-page ad size
Large Interview 4 col. x 170 lines
9 ½ x 11 1/3 inches
Flat Time 3 col. x 140 lines
7 x 10 inches
Standard National Geographic 2 col. x 119 lines
6 x 8 ½ inches
Small or pocket Reader’s Digest 2 col. x 91 lines
4 ½ x 6 ½ inches
©McGraw-Hill Education.
Considerations When Buying Magazine
• Readership
• Cost
• Mechanical requirements
• Closing dates or deadlines
• Circulation and rate-card information
©McGraw-Hill Education.
Understanding Magazine
Circulation (1 of 4)
Rate base: circulation figure on which the publisher
bases its rates
Guaranteed circulation: number of copies of a
magazine that the publisher expects to sell;
publisher must refund the advertisers if this figure is
not reached
©McGraw-Hill Education.
Understanding Magazine
Circulation (2 of 4)
Circulation audit: thorough analysis of circulation
procedures, distribution outlets, and other
distribution factors
Audit Bureau of Circulations (ABC): verifies
circulation and other marketing data on magazines
for the benefit of its members
Primary circulation: number of people who receive a
publication through direct purchase or subscription
©McGraw-Hill Education.
Understanding Magazine
Circulation (3 of 4)
Secondary (pass-along) readership: number of
people who read a magazine in addition to the
primary purchasers
Vertical publication: business publications aimed at
people in a specific industry
Horizontal publications: business publications aimed
at people with job functions that cut across industry
©McGraw-Hill Education.
Understanding Magazine
Circulation (4 of 4)
Paid circulation: total number of copies of an
average issue sold through subscriptions and
newsstand sales
Controlled circulation: free publication mailed to a
select list of individuals who are in a unique position
to influence the purchase of advertised products
©McGraw-Hill Education.
Merchandising Services Provided by
Magazines to Advertisers
• Special promotions at retail stores
• Marketing services to help readers find local outlets
• Response cards that allow readers to request brochures
• Help handling sales force, broker, wholesaler, and retailer
• Advance copies for the trade
• Research into brand preferences, consumer attitudes, and
©McGraw-Hill Education.
Dates Affecting Magazine Purchases
Cover date: date printed on the cover of a
On-sale date: date a magazine is issued
Closing date: publication’s final deadline for
supplying printing material for an advertisement
©McGraw-Hill Education.
Reading Rate Cards (1 of 2)
Cost per thousand (CPM): cost of reaching 1,000
people in a medium’s audience, used to compare the
cost of various media vehicles
Frequency discounts: advertisers earn this by
running advertising repeatedly in a specific time
©McGraw-Hill Education.
Reading Rate Cards (2 of 2)
Volume discounts: given for purchasing print space
in bulk quantities
Cash discounts: given for prompt payment
Premium rates: charged for special features; rates
differ for geographic or demographic issues
– Geographic editions: distributed in specific geographic
– Demographic editions: distributed to readers who
share a demographic trait
©McGraw-Hill Education.
Pros and Cons of Newspaper
– Mass, local medium
– Comprehensive in scope
– Geographic selectivity
– Timeliness
– Credibility
– Selective attention
– Creative flexibility
– An active medium
– A permanent record
– Reasonable cost
– Lack of selectivity
– Short life span
– Low production quality
– Clutter
– Lack of control
– Overlapping circulation
©McGraw-Hill Education.
Categorization of Newspapers:
Frequency of Delivery
Daily newspaper: published at least five times a
week, in morning or evening editions
Weekly newspapers: published once a week and
serve readers in small urban or suburban areas or
farm communities with an emphasis on local news
and advertising
©McGraw-Hill Education.
Categorization of Newspapers:
Physical Size
Standard-size newspaper: measures 22 inches deep and 13
inches wide and is divided into six columns
Tabloid newspaper: about half the size of standard-size
newspaper, 14 inches deep and 11 inches wide
Standard advertising unit (SAU): system of standardized
advertisement sizes that is accepted by all standard-size
• Column inch: basic unit by which publishers bill for
advertising, equal to one vertical inch of column space;
SAU column inch: 2 1/16 inches wide by 1 inch deep
• 56 standard sizes for newspapers, 32 for tabloids
©McGraw-Hill Education.
Categorization of Newspapers:
Audience/Other Types
By type of audience
• Some newspapers cater to special-interest audiences,
specific ethnic markets, foreign-language groups, or
religious groups.
• Sunday supplement: newspaper-distributed Sunday
magazine printed by rotogravure on smoother paper
• Shoppers: free publications consisting almost entirely
of local advertising used by consumers to find dealers
and make price comparisons
©McGraw-Hill Education.
Types of Newspaper Advertising (1 of 3)
Display advertising: includes copy, illustrations or
photographs, headlines, coupons, and other visual
• Reading notice or advertorial: looks like
editorial content, but flagged as advertising to
avoid confusion; may cost more than normal
display advertising
• Cooperative (co-op) advertising: sharing of
advertising costs by the manufacturer and the
distributor or retailer
©McGraw-Hill Education.
Types of Newspaper Advertising (2 of 3)
Classified ads: arranged under subheads that
describe the class of goods or the need the ads seek
to satisfy
• Rates based on the number of lines the ad
• Classified display ads: run in the classified
section of the newspaper but have larger-size
type, photos, art borders, abundant white
space, and color
©McGraw-Hill Education.
Types of Newspaper Advertising (3 of 3)
Public notices: announce legal changes in business,
public governmental reports, notices by private
citizens and organizations, and financial reports
Preprinted inserts: advertisements printed in
advance by the advertiser and inserted into a
specific edition, appearing as a separate, smaller
section of the paper
©McGraw-Hill Education.
Understanding Newspaper Readership
and Circulation (1 of 4)
Rate card: lists advertising rates, mechanical and copy
requirements, deadlines, and other information
National rate: higher rate charged owing to the added costs
of serving national advertisers
Flat rate: standard rate with no discount allowance
Open rate: highest rate for a one-time insertion into a
Contract rate: special rate offered to local advertisers who
sign an annual contract for frequent or bulk-space purchases
©McGraw-Hill Education.
Understanding Newspaper Readership
and Circulation (2 of 4)
Bulk discounts: discounted rates (calculated by
multiplying the number of inches by the cost per
inch) as they use more inches
Frequency discounts: discount earned by running an
ad repeatedly in a specific time period
Earned rate: discount applied retroactively as the
volume of advertising increases throughout the year
©McGraw-Hill Education.
Understanding Newspaper Readership and
Circulation (3 of 4)
Short rate: charged to advertisers who, during the year, fail to
fulfill the amount of space for which they have contracted
Combination rates: offered for placing an ad in (1) morning
and evening editions of a newspaper; (2) two or more
newspapers owned by a publisher; or (3) two or more
newspapers affiliated in a newspaper group
Run-of-paper (ROP) advertising rates: newspaper’s
discretionary right to place a given ad on any page or in any
position it desires
Preferred-position rate: higher rate charged for a choice
©McGraw-Hill Education.
Understanding Newspaper Readership
and Circulation (4 of 4)
Full position: preferred position near the top of a page or on
the top of a column next to reading matter. Usually
surrounded by editorial text and may cost 25 to 50 percent
more than ROP rates
Color advertising: cost is based on the black-and-white rate
plus a charge for each additional color
Split runs: running two different ads of identical size, but
different content, in the same or different press runs on the
same day to compare effectiveness of different advertising
©McGraw-Hill Education.
Insertion Order
Form submitted to a newspaper or magazine when
an advertiser wants to run an advertisement, stating
dates on which the ad is to run, its size, requested
position, and rate
Proof copy: Copy of the completed advertisement
used to check for final errors and corrections
• Most national ads arrive camera ready,
meaning there is no need for a proof copy.
©McGraw-Hill Education.
Printed ad cut out and sent by the publisher to the
advertiser as proof of the ad’s print quality and proof
that the ad was published
©McGraw-Hill Education.
Print Media and New Technologies
Online publications offer ads in the form of:
• Banners
• Pop-ups and pushdowns
• Floating ads and billboards
• Interstitials and videos
Publishers are looking to increase revenues
generated by digital subscriptions.
Chapter 10
The End

Call us 24/7:
Calculate your essay price
(550 words)

Approximate price: $22

23 k happy customers
9.7 out of 10 satisfaction rate
833 writers active

Real Reviews from our Customers

Academic Writing Service of a Professional Level

Any academic writer who wishes to join our team of professional writers must possess all the following qualities:


To write an exemplary academic paper, you must have good critical thinking skills, possess the proper knowledge of the discipline, and be knowledgeable about applying an academic writing style.

As such we have a rigorous recruitment process. We only collaborate with professional academic writers. We believe in offering the highest quality academic writing services. Our writers pass various grammar and academic writing tests. They have to provide documents about their personal information and credentials to prove their level of expertise.

As a result, our clients receive papers that are thoroughly-researched, properly cited, and written within academic standards. We are proud that any academic writer from our writer's team can complete the paper at a high standard.

We work with the student’s budget because we know that students are usually on a budget majority of the time. We do not compromise on quality because of low prices. On the contrary, we love to foster a good relationship with our clients. That is why we charge our clients reasonable prices, and we are willing to negotiate and work with their budget.

It may be quite disturbing to decide whether to hire an academic writing company. We care about our client’s privacy and confidentiality. We never disclose your information to third parties. We never publish your paper online. You can use our academic writing service without any fear or anxiety.

Many students struggle with writing academic papers. Some barely have time to do their assignments because of their job and family responsibilities. Others have difficulty applying critical thinking skills or meeting time or assignment requirements. Whatever the reason is, you can always have time to do the things you love and other important things. All you need is a reliable and quality academic writing service. Unfortunately, even if you strongly desire to write the paper yourself, you sometimes face unexpected challenges. As we all know, life is unpredictable! Your teacher may be unconcerned about helping students and may not answer your questions. The good news is that there is a way out! You can hire an online academic writer to help you with your assignments. All you need to do is stipulate your paper requirements in the order form, and you can spend your time as you like.

Our Mission

Our company commits towards delivering high-quality custom papers to our clients. We seek to offer reliable essay writing services to our customers in various subject areas. Our customers are very valuable to us. As such, we commit to ensuring that they derive the utmost satisfaction from the essays we deliver. We have a mission to promote our clients' educational and professional lives by providing high-quality essays for their use. We also have a mission to offer a convenient essay writing system where our customers can easily order and pay for the services. We value quality and professionalism in our company.

Get professional help from our brilliant, skilled, and experienced essay writers

We write papers on any subject area, and we also write various types of papers for various purposes. We have a team of able writers who are eager to help our customers with writing services of exceptional quality. We offer custom writing services for customers across the globe and charge affordable prices for our services. We are the best essay writing company offering personalized services to all our customers. We ensure our customers receive maximum satisfaction from the essays we deliver. Our website is the place to be if you are seeking high-quality essays.

By using our academic writing service, we match your paper subject with a writer with a degree in the subject. The writer is able to apply their skills, knowledge, and expertise to the paper. You receive an original, unique, well-research paper, properly cited and formatted. As such, you are assured of a high-quality paper.

Academic Writing Help From Professionals

Truth be told, writing assignments can be stressful and difficult for any student. There is no shame in getting academic writing help. When you search the term “get academic writing help” there are numerous sites that pop up on the results and our website is among them. So, why is it a great idea to choose us?

During your course, your instructor will assign various types of homework. Our academic writers can prepare essays, presentations, speeches, case studies, research papers, dissertations, thesis papers, and more. Our writer’s department is capable of tackling any assignment of any complexity easily. All you need is to give us detailed instructions to help our experts understand the task.After doing so, you can rest assured that everything is in control, and we will deliver a paper of unmatchable quality.

Expert Assignment Help for College/University Students

Are you a college or university student pursuing your Bachelor’s , Masters, PhD, or Doctorate degree? Sometimes juggling schoolwork with work, family and hobbies can seem like a daunting task. You have to sacrifice one or the other. The sole purpose of our website is to alleviate your academic burdens. We ensure that you do not fail in your classes and you get good grades consistently. We understand that there is a need for academic help.

We acknowledge that our clients are not dumb or lazy but only need academic life need help in order to live a balanced life and make ends meet. We make it our core priority to ensure that all assignments are done and submitted before the stipulated deadlines. All our writers are graduates. They are competent in handling the clients’ assignments. We step in to help you with any and all of your assignments. Our assignment help service ensures that you never miss a grade or deadline.

Proceed to order page

Online Academic Help With Different Subjects


Students barely have time to read. We got you! Have your literature essay or book review written without having the hassle of reading the book. You can get your literature paper custom-written for you by our literature specialists.


Do you struggle with finance? No need to torture yourself if finance is not your cup of tea. You can order your finance paper from our academic writing service and get 100% original work from competent finance experts.

Computer science

Computer science is a tough subject. Fortunately, our computer science experts are up to the match. No need to stress and have sleepless nights. Our academic writers will tackle all your computer science assignments and deliver them on time. Let us handle all your python, java, ruby, JavaScript, php , C+ assignments!


While psychology may be an interesting subject, you may lack sufficient time to handle your assignments. Don’t despair; by using our academic writing service, you can be assured of perfect grades. Moreover, your grades will be consistent.


Engineering is quite a demanding subject. Students face a lot of pressure and barely have enough time to do what they love to do. Our academic writing service got you covered! Our engineering specialists follow the paper instructions and ensure timely delivery of the paper.


In the nursing course, you may have difficulties with literature reviews, annotated bibliographies, critical essays, and other assignments. Our nursing assignment writers will offer you professional nursing paper help at low prices.


Truth be told, sociology papers can be quite exhausting. Our academic writing service relieves you of fatigue, pressure, and stress. You can relax and have peace of mind as our academic writers handle your sociology assignment.


We take pride in having some of the best business writers in the industry. Our business writers have a lot of experience in the field. They are reliable, and you can be assured of a high-grade paper. They are able to handle business papers of any subject, length, deadline, and difficulty!


We boast of having some of the most experienced statistics experts in the industry. Our statistics experts have diverse skills, expertise, and knowledge to handle any kind of assignment. They have access to all kinds of software to get your assignment done.


Writing a law essay may prove to be an insurmountable obstacle especially when you need to know the peculiarities of the legislative framework. Take advantage of our top-notch law specialists and get superb grades and 100% satisfaction.

Affordable prices


$10 page


$13 page


$14 page

Our prices depend on the urgency of your assignment, your academic level, the course subject, and the length of the assignment. Basically, more complex assignments will cost more than simpler ones. The level of expertise is also a major determinant of the price of your assignment.

Calculate price

Cheap essay writing service

If you need professional help with completing any kind of homework, is the right place to get it. Whether you are looking for essay, coursework, research, or term paper help, or with any other assignments, it is no problem for us. At our cheap essay writing service, you can be sure to get credible academic aid for a reasonable price, as the name of our website suggests. For years, we have been providing online custom writing assistance to students from countries all over the world, including the US, the UK, Australia, Canada, Italy, New Zealand, China, and Japan.

Our cheap essay writing service has already gained a positive reputation in this business field. Understandably so, since all custom papers produced by our academic writers are individually crafted from scratch and written according to all your instructions and requirements. We offer APA, MLA, or a Chicago style paper in almost 70 disciplines. Here, you can get quality custom essays, as well as a dissertation, a research paper, or term papers for sale. Any paper will be written on time for a cheap price.

Using our cheap essay writing help is beneficial not only because of its easy access and low cost, but because of how helpful it can be to your studies. Buy custom written papers online from our academic company and we won't disappoint you with our high quality of university, college, and high school papers. Although our writing service is one of the cheapest you can find, we have been in the business long enough to learn how to maintain a balance between quality, wages, and profit. Whenever you need help with your assignment, we will be happy to assist you.

Proceed to order page

Cheap paper writing service provides high-quality essays for affordable prices

It might seem impossible to you that all custom-written essays, research papers, speeches, book reviews, and other custom task completed by our writers are both of high quality and cheap. It is surprising, but we do have some tricks to lower prices without hindering quality.

To start using our services, it’s enough to place a request like “I need a writer to do my assignment” or “Please, write an essay for me.” We have a convenient order form, which you can complete within minutes and pay for the order via a secure payment system. The support team will view it after the order form and payment is complete and then they will find an academic writer who matches your order description perfectly. Once you submit your instructions, while your order is in progress and even after its completion, our support team will monitor it to provide you with timely assistance.

Affordable essay writing service: get custom papers created by academic experts

Hiring good writers is one of the key points in providing high-quality services. That’s why we have entry tests for all applicants who want to work for us. We try to make sure all writers working for us are professionals, so when you purchase custom-written papers, they are of high quality and non-plagiarized.

Our cheap essay writing service employs only writers who have outstanding writing skills. The quality of all custom papers written by our team is important to us; that is why we are so attentive to the application process and employ only those writers who can produce great essays and other kinds of written assignments. All our writers are graduates. They are competent in handling the clients’ assignments. We step in to help you with any and all of your assignments. Our assignment help service ensures that you never miss a grade or deadline.

Plagiarism-free affordable papers

All our cheap essays are customized to meet your requirements and written from scratch. Our writers have a lot of experience with academic papers and know how to write them without plagiarism. Moreover, at our academic service, we have our own plagiarism-detection software which is designed to find similarities between completed papers and online sources. You can be sure that our custom-written papers are original and properly cited.

Our essay writing service has a 0% plagiarism tolerance. We are well aware of the dangers of plagiarism. Plagiarism is academic suicide. Our essay writing service ensures that all papers are original. We do not sell pre-written papers. All papers are written from scratch as per the instructions. We pass our papers through powerful anti-plagiarism software such as SafeAssign and TurnItIn.

Money-back guarantee

Our cheap essay writing service tries to always be at its best performance level, so each customer who pays money for paper writing can be sure that he or she will get what is wanted. On the off chance that you don’t like your order, you can request a refund and we will return the money according to our money-back guarantee.

There can be a number of reasons why you might not like your order. If we honestly don’t meet your expectations, we will issue a refund. You can also request a free revision, if there are only slight inconsistencies in your order. Your writer will make the necessary amendments free of charge. You can find out more information by visiting our revision policy and money-back guarantee pages, or by contacting our support team via online chat or phone.

On-time Delivery

We know how important any deadline is to you; that’s why everyone in our company has their tasks and perform them promptly to provide you with the required assistance on time. We even have an urgent delivery option for short essays, term papers, or research papers needed within 8 to 24 hours.

We appreciate that you have chosen our cheap essay service, and will provide you with high-quality and low-cost custom essays, research papers, term papers, speeches, book reports, and other academic assignments for sale. We beat all deadlines. We can also handle urgent orders with deadlines as short as 1 hour. Our urgent paper writing service does not compromise on quality due to the short deadline. On the contrary, our essay writers have a lot of experience which comes in handy in such situations.

24/7 support

We provide affordable writing services for students around the world. That’s why we work without a break to help you at any time, wherever you are located. Contact us for cheap writing assistance. Our impeccable customer support team will answer all your questions and help you out with any issues.

Proceed to order page
Place your order
(550 words)

Approximate price: $22

Calculate the price of your order

550 words
We'll send you the first draft for approval by September 11, 2018 at 10:52 AM
Total price:
The price is based on these factors:
Academic level
Number of pages
Basic features
  • Free title page and bibliography
  • Unlimited revisions
  • Plagiarism-free guarantee
  • Money-back guarantee
  • 24/7 support
On-demand options
  • Writer’s samples
  • Part-by-part delivery
  • Overnight delivery
  • Copies of used sources
  • Expert Proofreading
Paper format
  • 275 words per page
  • 12 pt Arial/Times New Roman
  • Double line spacing
  • Any citation style (APA, MLA, Chicago/Turabian, Harvard)

Our guarantees

Delivering a high-quality product at a reasonable price is not enough anymore.
That’s why we have developed 5 beneficial guarantees that will make your experience with our service enjoyable, easy, and safe.

Money-back guarantee

You have to be 100% sure of the quality of your product to give a money-back guarantee. This describes us perfectly. Make sure that this guarantee is totally transparent.

Read more

Zero-plagiarism guarantee

Each paper is composed from scratch, according to your instructions. It is then checked by our plagiarism-detection software. There is no gap where plagiarism could squeeze in.

Read more

Free-revision policy

Thanks to our free revisions, there is no way for you to be unsatisfied. We will work on your paper until you are completely happy with the result.

Read more

Privacy policy

Your email is safe, as we store it according to international data protection rules. Your bank details are secure, as we use only reliable payment systems.

Read more

Fair-cooperation guarantee

By sending us your money, you buy the service we provide. Check out our terms and conditions if you prefer business talks to be laid out in official language.

Read more
error: Content is protected !!
Open chat
Need assignment help? You can contact our live agent via WhatsApp using +1 718 717 2861

Feel free to ask questions, clarifications, or discounts available when placing an order.

Order your essay today and save 30% with the discount code HACK