Differentiating Print Media

Magazines and newspapers, the two major forms of print media, play an important role in the media plans and strategy of many advertisers. There are several types of magazines and newspapers, each with its own value as an advertising medium. It is important that marketers understand the various print media options as they decide which is best for their specific purpose.

The role of magazines and newspapers in the advertiser's media plan differs from that of the broadcast media because they allow the presentation of detailed information that can be processed at the reader's own pace. There are several types of magazines and newspapers, each with different values as an advertising medium. The media research company SRDS$,$ the primary reference source on periodicals for media planners, divides magazines into three broad categories based on the audience to which they are directed: consumer $($which include farm$),$ health care, and business publications. The vast majority of newspapers are daily publications serving a local community. However, weekly, national, and special$-$audience newspapers have special characteristics that can be valuable to advertisers. The ads appearing in newspapers can also be divided into different categories. The major types of newspaper advertising are display and classified. Other special types of ads and preprinted inserts also appear in newspapers.

Match the type of magazine or newspaper with the relevant description.

$1$

Special$-$Audience

$2$

Farm Publications

$3$

Consumer

Magazines

$4$

Weekly Newspapers Magazines $$

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