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News Paper Comparison

You should have two different local papers in front of you. One could be a daily paper, another weekly or student paper. Look at the newspapers, paying special attention to the amount of space devoted to ads compared to that devoted to articles. Look, too, at where the ads are placed within the paper. There are no ads on the front page, but other key places your eye goes are filled with ads, not stories. Can you find examples of that?

OK, if you're the proprietor of a good pizza joint in town, what's your relationship with the editors of these papers? How do they think of you? How do you think of them?

The editors (or head ad people) think of you as a great advertiser or a potential advertiser. You want them to think of you as a great advertiser so your ad gets good placement in their papers. What would good placement be to you? Where would you want your ad to go? On the front page, right? You might also always want to be in the same place so your customers can find your coupon easily when they want it. The editor or ad department has lots of considerations:

As many pages as possible for classified ads because they make a lot of money off of them. There are often coupons with pizza ads, so they can't go back to back.

Some pizza places have been customers for decades so they have special places in the paper. For example, for years Domino's Pizza always got the bottom, left corner of the second page in Texas Daily. Find ads for similar products, services or industries in your papers. Are they close together or spread out? Why do you think they are placed that way? How much space in the paper is devoted to ads?

There are a lot of ads, aren't there? They get the good spots -- the spots peoples' eyes are most likely to migrate toward. They get those spots because they pay for them. How are they placed? What types of ads are placed in which sections? Compare the ads in the sports and lifestyles sections, in the food section and international news. You'd never see an ad for a "gentleman's club" in the front couple of pages of a paper. Where would you find it and why? Now... all of this happens in the advertising department before the editorial department ever gets a hold of the pages. Look at your papers again.

Where is the local, national, international, sports, weather, crime, education, state news? Where does the food section go on Wednesday?

They go between the ads! The news literally gets sandwiched in between the pre-existing ads. Whatever doesn't fit gets trimmed out. It's called the news hole. In a newspaper, as counterintuitive as this may seem, the editorial department whittles away at the news until it fits into the holes left over after the ads have been sold and placed. The ads come first and determine what gets reported as news and how. The ads will dictate how long the news stories can be and how many of them will make it in the paper. Economic factors or considerations shape both the content and the form of the news. How did that happen here? Should have 600-750 words on this comparison.

Solution Preview

While the content of a newspaper varies, it generally consists of a predetermined combination of news, opinion, and advertising. The advertising content of a newspaper can be divided into two parts, classified and display. Classified ads are small, text-only items obtained via telephone and set into the format by the classified advertising representative. Display ads are obtained by sales representatives employed by the newspaper who actively solicit local businesses for this larger, more visually oriented ad space.

The roles of three variables that affect ad avoidance are perceived goal impediment, perceived ad clutter and prior negative experiences. Sometimes an ad may be reaching the wrong audience. If a product does not cater to me or fit my needs why waste my time looking at it? The article also mentions time as a factor; sometimes people just do not have the time to look at an ad. They may have just a limited time to do whatever it is they have to do such as check the weather for the extended week, read the front page article, etc. There are no ads on the front page, but other key places your eye goes are filled with ads, not stories. Can you find examples of that?

Merits of Print Media

Because of its ability to reach huge audience across large geographic regions
Message will be conveyed everywhere in the city
This is the best advertising for mobile users

For Newspapers: For print media the estimated cost For Advertising in the Newspapers depends on the size of the ad, normally an Estimate in between 10,000 to 15,000 and above for a front page ad in newspapers. And for other pages in between normally around 5,000 to 8000.
Example: ABC Store has a budget of 8,000 for a newspaper AD and asked the agency to buy the space and prepare the ad and send it to the newspaper. When the ad is prepared the newspaper charges ABC Store with 8, 000 and the agency bills us the same amount we pay the agency 8,000 but with an agreement with the newspaper the agency keeps 15% of its commission and pays the newspaper rest of the amount.

Mark ups: After preparing ad for ABC Store the agency takes extra services from outside suppliers such as photographers and video production houses. The agency adds a markup an additional percentage to the supplier's bill when it's presented to the U.S.

Fees: ABC Store and the agency are agreed upon a retainer system similar to the way attorneys and architects are paid. The agency receives a set fee instead of commission, and this fee covers a set number of hours. If the agency devotes more hours to the ABC Store projects it bills ABC Store for that time.

Incentive based compensation: ABC Store has an incentive based compensation also known as performance based compensation which rewards an agency according to the result its advertising achieves for the ABC Store. ...

Solution Summary

MS Word documents - special attention to the amount of space devoted to ads; Merits of Print Media; Spacing, Color, Depth, Proportion, Paper, Composition, Design and Layout, Response Time, Resolution, and Canvas Size, War primarily though newspapers, Corporate Turmoil, Spanish and Asian Newspapers, Audience - 2 attachments

(1st attachment)
5 Pages
1877 Words
44 Paragraphs
7 References

(2nd attachment)
6 Pages
2166 Words
36 Paragraphs
9 References