Print Advertising
Print advertising eats up the largest chunk of advertising budget, as compared with the Internet or TV ad. According to Spiegel-Online, for the year 2008, the USA advertising spending were 147 billion dollars or about 105 billion pounds in print media, 105.3 billion dollars or 75 billion pounds in the Internet, and 98.5 billion dollars or about 70 billion pounds in TV. The German Advertising Association states that in 2007 30.78 billion Euro or about 28.30 billion pounds were spent on advertising in Germany, 26% of which was spent in newspapers, 15% by mail, 15% in magazines and 21% on television. Print ads include all promotional messages published in newspapers, magazines, yellow pages, classified ads, snail mails, small-scale posters and other printed materials.
Magazines
There are two principal publication categories to consider for print advertising – newspapers and magazines. Businesses can get their ads very quickly through newspapers. However, newspapers usually have short shelf-life, around 24 hours for daily issues. When budget permits, running newspapers ads must be stretched for a couple of days or weeks to widen exposure and build recognition. As for magazines, there are speciality categories of every kind giving magazine ads the advantage of effectively targeting its audience. Magazines, particularly monthlies and quarterlies, have longer shelf-lives. Readers continue to browse magazines for even up to a year after initial insertion of the ad. The comparably interesting topics in magazines make readers spend more time with them.
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