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THE MEDIA CATEGORIES AND THEIR CHARACTERISTICS We will take the main media categories separately, and itemise their principal features and benefits. It may help to set the media into context by establishing their scale and relative size. In terms of display advertising, various organisations or sources monitor annual media category turnover, such as the Advertising Association and the Advertising Statistics Yearbook. There have been fluctuations of turnover between media types, and relative short-term movements, but over a 25-year period the following rankings have emerged: - Press is still the largest category if we combine display ad classified advertising. - TV is second. It has grown from around 60 per cent of the size of press to over 90 per cent. It might conceivably overtake press as the largest advertising medium and is often first choice for major consumer-goods campaigns. - Direct mail is the third largest medium and has trebled in size over the past 15 years. - Directories as a separate category are the fourth largest, and have grown sixfold over the last 15 years. - Next follows outdoor and transportation, relatively static in the immediate past. - Radio has grown rapidly. It still has only some 60 per cent of the size of outdoor, but is forecast to grow, and to expand substantially. - Cinema is smallest in ranking, but has recovered from a low in the 1970s and early 1980s, to make solid progress more recently. - Data for telemarketing are doubtful, due to the difficulty of splitting commercial calls from private calls - but it is undoubtedly now one of the major growth sectors. - The money spent on Internet advertising is still much smaller than for traditional media, but it is growing rapidly and a Web site is now a common part of the average communications mix. PressThe press medium breaks down into two major sections: newspaper and magazine. These in turn divide into a variety of specific subsections, each with its own distinctive character and advertisement benefits. Among newspapers there are: - national daily newspapers - national Sunday newspapers - regional morning newspapers - regional evening newspapers - regional Sunday newspapers - regional weekly newspapers. Among magazines there are: - general interest consumer magazines - special interest consumer magazines - business-to-business/professional magazines - trade magazines. |
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