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Chapter Outline
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Using Print Media, 478

The Role of the Print Media Buyer, 480

Using Magazines in the Creative Mix, 481
The Pros and Cons of Magazine Advertising, 481
Special Possibilities with Magazines, 481
How Magazines Are Categorized, 483
Geography, 485
Buying Magazine Space, 490
Understanding Magazine Circulation, 490
Reading Rate Cards, 492
Software for Buying Print Media, 493
Using Newspapers in the Creative Mix, 493
Who Uses Newspapers?, 494
The Pros and Cons of Newspaper Advertising, 494
How Newspapers Are Categorized, 495
Types of Newspaper Advertising, 497
How Advertisers Buy Newspaper Space, 498
Understanding Readership and Circulation, 498
Co-ops and Networks, 501
Insertion Orders and Tearsheets, 502
Print: A Worldwide Medium, 504

Print Media and New Technologies, 504

Sources of Print Media Information, 505





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