Page 217 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 12: Media Planning and Strategy

publications; the scope of building ad frequency is limited. Magazine advertising is a good Notes
supplement to TV and newspaper advertising and is also good for reaching special interest
target groups who cannot be reached efficiently with television.

Long Lead-time

Magazines do not offer the spontaneity of newspapers and radio. The lead-time between when
advertising material must be submitted and when it will run is sufficiently long. A magazine
advertisement may take four weeks or more to run after the advertiser submits it. Artwork and
preparing colour plates is a time-consuming process and takes weeks. Any revisions or changes
in colour ads of magazines are difficult and more time-consuming. Long lead-time means that
magazine ads cannot be as timely as with other media and make it difficult for the advertiser to
react to current conditions in the market.
Competition and Clutter

It is interesting to note that as the success and circulation of a magazine increases, it attracts more
advertising. This creates much competition and causes clutter. Clutter makes it difficult for
advertisers to gain readers' attention and involve them into the advertising message. Due to this
reason, many magazine ads use unusual visual images, catchy headlines, and unique creative
techniques to arrest the readers' attention and involvement in the ad.

Magazine Elements

The page size of a magazine is the type area, and not the actual page. The standard size of
magazines means roughly about 10 by 8 inches, such as India Today, or Digit, and small size is
about 6.50 by 4.75 inches, such as Reader's Digest.
Ad space in magazines is generally sold in terms of full pages, half-pages, quarter-pages, or
smaller fractions, such as three columns or one column. Magazines are generally flexible and
allow one page or double page ads to be divided into separate units.

Advertisers consider right-hand pages at the front of the magazine as the ideal for ad placement.
Magazine covers draw the highest readership levels. The inside of front cover is called second
cover, the inside of back cover is the third cover, and the back cover is referred as fourth cover.
Magazine cover positions are sold at a premium to advertisers. Studies show that compared to
an inside page ad in a magazine, second cover achieves about 30% more attention, and the third
and fourth covers attract almost 22% more attention.
Colour is an important element in magazine advertising and significantly improves the
readership of ads. Depending on the ad size and use of colour, both can add much value to
advertising. Large ad space allows more creative flexibility and is especially suited to products
or services requiring long copy. A four-colour ad attracts more attention than a two-colour ad
and increases readership by almost 40%, while a two-colour ad has been reported to be of
limited value by most studies.

Circulation and Readership

Circulation figures of magazines indicate the number of individuals who get the magazine
either through subscription or purchase from stores. Primary circulation of a magazine refers to
the total number of copies sold to subscribers and bought by others from magazine vendors.
Primary circulation is the basis for rate structure of a magazine. Circulation figures fluctuate
from issue to issue of all magazines. Rates are based on a set average figure below which, the
circulation is unlikely to fall.

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