Published on newsprint every day, sometimes except Sunday
Published at least four day per week
National Daily Newspapers
Wall Street Journal
New York Times
USA Today
Daily Newspaper Chains
Most dailies in the United States are controlled by a few large firms
A daily newspaper could dictate prices to local advertiers
Enjoyed historically high profit margins
Financial crisis hurt newspaper chains
Many conglomerates spun off newspaper holdings into a separate company
Weekly Newspapers
Newspapers that are published once or twice a week.
Fills a void left by most daily newspapers
Covers neglected topics
Caters to underserved audiences
Alternative Weekly Newspapers
A paper written for a young, urban audience with an eye on political and cultural commentary
The Village Voice
New York
First alt-weekly, 1955
Stopped Print Production, 2017
Ceased Publishing New Content, 2018
Weekly Shopper
Free, non-daily newspaper
Aimed at people in particular neighborhoods
Designed to deliver coupons and advertisements
May carry some news or feature editorial content
Types of Magazines
Business-to-Business Magazine
Trade Magazine
Not like Trade Book, but like a Professional Book
Focuses on topics related to a particular occupation, profession, industry
Business specializations
Websites: areas that present data and special research papers for a fee
Consumer Magazines
Magazines aimed at the general public
Readers buy and consume products and services
Those products and services are sold through retail outlets and that may be advertised in those magazines
Websites: articles and content related to the brand
Literary Reviews and Academic Journals
Literary Reviews
Periodicals about literature and related topics.
Academic Journals
Periodicals about scholarly topics
Articles typically edited and written by professors and/or other university-affiliated researchers
Small Circulation
Sold by subscriptions and to libraries
Generally nonprofit publishers
For-Profit publishers
Elsevier
Oxford
Routledge
Sage
Websites: learn about the publication, subscribe, download a digital version of an article for a fee.
Newsletters
Small-circulation periodical
Centered on a specific area of industry
Published frequently—weekly or biweekly
Address decision-makers and provide statistical trends and news about a targeted area of business
Sold to executives
Comic Books
A periodical that tells a story through pictures as well as words.
Graphic novel
Comic book characters deployed across media: toys, t-shirts, lunch boxes, TV shows, video games, movies
Marvel Comics
DC Comics
IDW Publishing
Circulation
Newspapers
The number of paid subscribers
Magazines
The number of units of the magazine sold or distributed free to individuals in one publishing cycle.
Single Copy Sales
number of copies sold one copy at a time
can bring in more per-copy revenue than subscription
Subscriptions
long-term order that is paid for in advance
predetermined period of time or number of issues
sold at a substantial discount
Audit Bureaus
Publishers hire auditors to verify number of copies they claim to circulate
Alliance for Audited Media
BPA Worldwide
Controlled Circulation
Applies only to magazines
a magazine whose production and mailing is supported not by charging readers, but (typically) through advertising revenues; the publisher, rather than the reader, decides who gets the magazine
Custom Magazine
a controlled circulation magazine that is typically created for a company with the goal of reaching out to a specific audience that the company wants to impress.
Example: American Airlines’s American Way inflight magazine
Pass-Along Rate
The amount of sharing between people of a newspaper copy
Significant for advertising revenue
Adds to impressions beyond circulation
Advertising
Advertising revenue: historically as high as 80%
Cost-per-Thousand, CPM
a basic measurement of advertising efficiency in all media
calculated by dividing…
cost of the advertisement in dollars, by…
the number of 1000 impressions
Newspaper Advertisements
Retail Advertising
local advertising is carried out by establishments located in the same geographic area as the newspaper in which the ad is placed.
Classified Advertisements
short announcement for a product or service that is typically grouped with announcements for other products or services of the same classification.
National Advertisements
placed by large national and multinational firms that do business in a newspaper’s geographic area.
Co-op Advertising
manufacturers or distributors of products provide money to exhibitors in order to help the exhibitor with the cost of promoting a particular product.
Free-Standing Inserts
Preprinted sheets that advertise particular products, services, or retailers.
Newspaper Internal Content
Publisher sets an advertising-editorial ratio
Advertising space is laid out first
Editorial content goes in the remaining space, called the news hole
Newspaper Editor
Managing Editor
General assignment reporters
Beat reporters
Freelancers
Newspaper External Content
Wire service
Supplies newspapers—for a fee—with a continual stream of hard news and feature stories about international, national, and state topics
Syndicate
Sells soft news, editorial matter, cartoons, and photographs to newspapers for use