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Advertising in newspapers is a possibility of local coverage, as the newspapers are distributed in certain geographic areas and contain information that is devoted to a greater degree of a specific area. At the same time the newspaper and weapons can be selective for advertising exposure. You can select the paper with the right audience or to advertise on a particular page, under a certain heading, for people with matching interests. Distinguishes the press and the constancy of the audience. When people watch TV, they usually change channels. Listening to the radio, switching from one station to another. Therefore, the composition of the audience newspapers can say the most accurate. Respectively, and target advertising to it so much easier. Although some readers ignore the ads in newspapers, most of them demonstrate the willingness to consume advertising. On certain days of the week we expect advertising grocery stores, in a certain period of the year - advertising sales, etc. Distinguished newspaper advertisement from a television and radio audience a great degree of confidence. This is, apparently, with the power of the printed word: "What is written with a pen, do not cut with an ax." In contrast to the fleeting words on the radio or on television, the printed word remains, and the opportunity to appeal to it at any time strengthens the trust of readers. Newspapers interesting to readers, not only in terms of content of ads, but for convenience of reading. Newspapers and advertising in them can be read at any time. In addition, newspapers and advertising, you can read them anywhere. If you are interested in advertising in a newspaper man, he can easily save it to show to someone to discuss, transmit, repeatedly reinforcing thus its impact. Journals in many respects resemble their closest relatives - the newspaper. Possess most of the same advantages and disadvantages. Logs are not so fast: to prepare the materials needed to print up to several weeks. Magazines are read slowly, and hence the effect of advertising is also slow. Accordingly, the effect of magazine advertising is not as concentrated as in newspapers. As a rule, circulation newspaper in the order of magnitude smaller. The audience is not so local, as in the newspapers. Readers of magazines are usually not concentrated in one geographical area. But magazines red door realty have an advantage as the quality of advertising. Through magazines can achieve a narrower target groups than in the newspaper. In magazine advertisements can be published sufficiently long and detailed promotional materials. People read magazines to pass the time, not to hear the news, as in the newspapers. Hence, the consumers and a higher quality perception of advertising. We log a very large value of the secondary audience, as they are read not only by those who subscribes to or buys at retail. Often read magazines give to friends and acquaintances. They usually go through many hands, being in foster business people, doctors, social institutions, etc. Advertisers, depending on their advertising goals using different editions, pick them up at the appropriate characteristics: geographical distribution, readership, information content of the print circulation, frequency and time of exit, mode of distribution, size, etc. Advertiser always interested in the geography of publication: to what extent it corresponds to the region of its real estate sales. Once an advertiser has selected the edition, the corresponding region of distribution of its products or services, as well as coming into contact with many people, he chooses the newspapers, magazines, or applications on the composition of the readership. It should meet the characteristics of consumer marketing of specific products or services: age, gender, income, marital status, social status, education, culture ... The most interesting issue advertiser in the audience who would most readers to meet the potential buyer's portrait. Learn about the composition of the readership of the media can be the results of sociological research. Indication of the number of potential consumers in a particular publication can be made to the parameter of average issue readership (AIR, Average Issue Readership). Usually the size of the audience in a certain period of time, expressed as a percentage, called the rating (rating). On the basis of data on the composition of the readership index is calculated by advertisers to their target audiences, IP (AI, Affinity Index). It is the ratio of the proportion of the target group in the media audience to share in the target group in the population in the general population: EC = media target audience: The target audience of the total population x 100. This value shows how much this or that audience matches the target group. When choosing the right edition of the advertiser must take into account such factors as the intersection of audiences. Edition more valuable than a more exclusive audience has. In the absence of research audience to a certain degree of it can be judged in terms of circulation publications - total number of printed copies in the print shop. As a rule, the greater the print run, the more readership. However, in one edition may draw more than another, but the number of actual readers less. This is due to the fact that each instance of the various newspapers and magazines read a different number of people. On average, it is believed that every newspaper reading 3-4, the magazine - 7-8 people. Publishers tend to have as much as possible the general circulation to interested advertisers. Some improve the quality of the product, thereby increasing the number of people willing to buy it. Other overstate circulation in the output, or by presenting a certificate from the printer to advertisers about the high number of copies, of copies printed allowed under the knife in the trash. As a rule, advertising publications read "hot" buyers, then there are those who have specifically set up to buy or sell anything. Such readers are also looking for advertising information. The news magazines are published ads for "cold" and "warm" customers - those who could potentially buy but have not yet thought about a particular purchase or is not fully made up his mind to it. For advertisers, an important indicator - the cost of publication in the sale of its readers. The more expensive the newspaper or magazine (at retail or by subscription), the more affluent category of consumers read them. By way of the spread of the advertiser can judge the stability of the audience, her income. The larger part of the edition is distributed by subscription, the more definite composition and nns property management quantity of the audience, the predictable result of advertising. At the sale at retail will never know exactly who bought the edition. When selling a subscription is known in advance how many and which people will have a particular newspaper or magazine. If the publication is distributed free of charge, then it will fall and those who did not buy it, did not order and, therefore, necessarily and read it. The audience of such a newspaper or magazine rather unpredictable. Typically, newspapers are full-length (A2) and small-format (A3). In terms of the effectiveness of advertising format is of secondary importance. But it is considered that the full-length papers and more solid, respectively, are more suitable for advertising expensive, "respectable" of goods and services. When choosing a publication it is important to its printing performance. Good quality printing paper and reinforce the impression from the ads. Poor printing distorts the image of the goods or services, reduces the impact of advertising on potential customers. The choice of advertisers could seriously affect the status of a newspaper or magazine - a particular political party affiliation, financial group, to the state. It is believed that an advertisement posted on the front page, attracts twice, the last - up to 65%, and the second, third and last page by about 30% more than the attention of readers, than inside the magazine. The difference in placing ads inside the magazine - on the pages near the beginning, the middle or end - very small for newspapers. In magazines it is believed that the best pages - from third to 20th. According to the most popular view, the ad that is in the top right, attracting 33% of the reader's attention directed to this page and 28% on the upper left-hand side, 23% - lower right, and 16% - lower left. However, there are observations that suggest that the readability of some of the pages depends on how you look at the newspaper and who is watching. Given all the above, one can definitely conclude that in practice there is no difference where to advertise - at the top or the bottom. The same could be said about the placement on the left or right side of the page, though many argue that the spine field worse for advertising than the outer. If the ad is of poor quality, it will not save either the right or left placement. If, however, announcement of high quality, it will be equally effective and top and bottom, right and left. The effectiveness will certainly affect the neighborhood with other advertising or editorial material. Of course, the more advantageous is the place where a number is editorial content. It is known that under otherwise identical characteristics of a large object more strongly attracts attention, as they say, "catches the eye." So naturally, the vast majority of advertisers would like to see your ads 'large format'.

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Goods are intended "for business", "for lovers the front page, attracts twice, the last - up to 65%, and the not to forget the main thing - to which it is created. Not specifically devised "on the occasion.

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