Advantages

• Visual appeal that reinforces the message
  
• Relatively large mass audience with one single exposure
  
• Variety of ad sizes fall within budgetary constraints
  
• Detailed and complex information can be conveyed
  
• Selective target-ability through specialty magazines
  
• Lower rates are offered by free news weeklies
  

Newspaper

• Ask for local display advertising rates. This means non-classified ads being sold on a local level
• Discounts (called bulk rates) are offered based on a contract for bulk lineage
• Open rate refers to a flat rate charged regardless of the amount of times you place an ad annually

Placement Strategies

• Newspaper is most wisely placed in conjunction with a large media push in various mediums
  
• Therma-Tru recommends the following sections be requested (in order of preference): Local News, Business News, or National News
• Therma-Tru has designed ads that can be resized in proportion to the amount of space you buy
• Research has shown that ads with a lot of whiter space or one additional color are more eye-catching to the reader
• Right-hand positions on the outside of a page are most desirable

Evaluating Types of Local Newspapers Available

• National Newspapers with local zones available in some markets
• Local Daily Circulation Newspapers
• Local Weekly Community Papers occupy a separate niche

Evaluating Newspaper Costs and Audience Composition

• Sheer circulation is not always the best gauge of a newspaper's success
• You may also request an Audience Composition report that gives newspaper specific readership information

Magazine (Consumer or Trade)

• Basic gross rate structure is for full circulation, by standard ad size offered, with varying frequency discounts and color charges sold separately at a net rate
• CPM is a good way of analyzing the value of magazine ads
• Try to negotiate value-added

Placement Strategies

• Evaluate the publishing cycle and shelf life of the publication you wish to purchase
  
• Some national magazines can be purchased as a local subscriber network
  
• Sizes available will be listed in the publications rate card and specification sheet
  
• Always use 4-color process ads provided by Therma-Tru
  

Evaluating Types of Local Magazines Available

• Many of the major magazines available today can be bought through a network at a local level. These are subscriber-based circulations
  
• Some locally published magazines may also be available
  

Evaluating Magazine Circulation and Demographics

• Obtain an updated report provided by The Audit Bureau of Circulations (ABC)
  
• Request an Audience Composition report
  

Buying Tips

• Ask for value added services and merchandising
  

Some Ideas for Value-added Services Are

• Premium positions/color, including covers and bleed ads at no cost
  
• Bonus ads through credits and remnant space
  
• Charter member programs for advertisers' buying the first issue of a new publication
  

Innovative Marketing Plans Are Also Available

• Publication sponsored home shows and Parade of Homes tours
• Special subscriber research projects
  
• Subscriber lists provided for direct mail promotions