Marketing Communications

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Marketing Communications
Advertising Media

DISADVANTAGES OF MAGAZINE

1. HIGH COST OF MESSAGE EXPOSURE:
   It is a costly process which makes it impossible for advertisers to use if they have short messages
   targeted at widest possible audience.


2. LONG ADVANCE CLOSING DATES BEFORE PUBLICATION:
   The closing dates for magazine advertisements are usually long before publication – 60–90
   days in advance. This makes any news-advertising impossible and it prevents any last-minute
   changes for adapting messages to new market conditions.

PROPER USE OF MAGAZINE IN MARKETING

1. Magazine advertising is more applicable to new products and services that require
   educational campaigns.


2. Coupon and direct response advertising.


3. When advertising objective is to achieve package identification, magazine provides the
   best medium.

CIRCULATION AND RATE STRUCTURE

Magazines sell space on a full-page or a fraction-of-a-page basis. Rates are based on circulation and the
advertiser can purchase one page, half page, quarter page and eight-page units. An additional charge
is made for such things as colours, preferred positions, bleed pages, regional editions and other special
requests. Magazines rates are compared by COST PER PAGE PER THOUSAND CIRCULATION (CPM).
Space rates are compared on a cost-per-thousand circulation basis using this formula:

C.P.M = Page rate × 1000

Circulation

C.P.M = COST PER MAGAZINE

EXAMPLE: If the cost of black and white page in a magazine is $20,000 and the magazine’s circulation
is 5 million, the C.P.M = $4.00

Calculated as follows: $20,000 × 1000

5,000,000 = $ 4

The C.P.M of a target audience segment can be calculated per thousand as illustrated above.