As of November 2003 a cover banner costs $550 ($10.50 CPM) and includes the unspoken-for jumps desired. Plus, a cover banner, if you wish, can lead to a second Oregon Magazine, totally independent, full page ad designed to promote your service or product. (That option can provide some interesting information with the following limitation. We don't plant cookies in anybody's computer.)
Oregon Magazine is what is known as a "general interest" publication. (Not a specialty mag like Outdoor Life or Road and Track.) We cover a broad range of topics, just like your home town newspaper.
We were, at the end of 2001 and 2002, the fastest growing magazine in the state. During the first half of 2003, we became the number one general interest magazine in Oregon. In the autumn of 2003, Oregon Magazine's growing readership made it the fourth largest general interest publication of any kind here, behind only the Oregonian, the Eugene Register Guard and the Salem Statesman Journal.
The very next month the magazine enjoyed a 35% reader increase.
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Readership numbers (updated November 1, 2003)
(average read time 19+ minutes)
Readers per computer: 1.5
State ranking in our genre: No. 1 (general interest magazine)
State ranking vs. newspapers: No. 4
|(Ranking in the list below, some of which comes from
the Oregon Newspaper Publishers Assocation website, is either by
base paid circulation numbers, direct reader tally or a reasonable guess.
For a paid daily, the circulation base traditionally is its weekday numbers.
For an internet magazine the number is an actual head count. When it comes
to free circulation print publications, the reader counting process gets
a bit fuzzy. There is no base paid circulation number or actual head count
available for free newspapers. So, using two years experience in
a paid daily newspaper, five years of experience writing for a free circulation
paper, a decade in advertising agencies and nearly three years with an
internet publication, I have adjusted the rankings to reflect the likely
actual reader numbers involved. You'll find more on this subject
later on this page. . LL )
Oregonian Circ.: 346,593 (M-F); 335,224 (Sat.);
*Free distribution, bi-weekly. Average press run about
Communities reached: No. 2 (Only the Oregonian reaches more geographic areas.)
From an ad effectiveness standpoint, if you wish to reach a specific area like Klamath Falls, it makes far better sense to advertise in the local paper, the Herald and News. While it has a lower total circulation than Oregon Magazine, it has far more individual readers in that place. If you wish to reach a statewide audience, however, of the two, the better buy is Oregon Magazine.
Our reader demographics? Mostly white collar males. Some blue collar. No kids, at all.
The truth about periodical circulation and readership
A free site on the internet is similar to a paid circulation print periodical in one respect. People must request this magazine to get it. Raw circulation numbers for free newspapers like the Portland Tribune and Willamette Week are easy to tally. It's most of the press run. Determining the readership of a free circulation paper, however, is quite another thing. It could be anywhere from 10% to 40%, though the higher number would be historically unusual, while the lower number would not. 25-30% is pretty good for that kind of paper, so if Willy Week claims a press run of 60,000 copies, its actual reader count is probably in the 18-20,000 range.
Traditionally, paid print circulation was the advertiser's readership standard since it was assumed that if someone pays for a paper they probably will read at least some parts of it. If they aren't on a vacation trip, visiting relatives for the holidays or out of town on business, it's a good standard. (Far more accurate than broadcast numbers.) But, with the advent of the internet, paid circulation numbers, even when backed up by independent polling analysis, are no longer the best available readership data. No other tally method approaches the computer count of an internet page in terms of accuracy. Only on the net do you know to a visitor how many readers the publication gets. In certain circumstances, and we've done it at Oregon Magazine, you can know to a visitor how many people read your ad. (Coming from a newspaper, print magazine, and ad agency background, this new media has been fascinating for me. -- LL)
Print publications are superior to internet magazines in some respects, though. For one thing, you have to have a computer and be hooked up to the internet to read one. (Something like a third of Oregonians aren't online.) For another, you can't wrap fish in an internet magazine. Other advantages print has would include more portability (for summer reads on the beach, or cafe tables or waiting rooms) and superior coupon access (ripping off a piece of your monitor screen is counter productive, although some companies now take internet coupons you run off on your own printer. Then, there is the matter of emotional release. You can throw a magazine or newspaper across the room when you don't like something you read in it. That would be an expensive habit with an internet magazine. Finally, you can't roll up a computer and swat anything with it. Flies, dogs, kids. You don't swat things with your laptop. At least, you shouldn't.
Marketing on the net
As to how, from a commercial standpoint, people use the net, it is particularly good at engaging people who are already thinking about buying something. A home, a car, a computer, furniture, snow tires, a flyrod. More information is what they're looking for, and of all media, the easiest place to get more information is on the net. Price comparison shopping is very common. A click of the mouse and they're on your website.
(Last year's general numbers, below. They're up this year by perhaps $4 billion.)
12 million people trade stocks online
44% buy books online - $2.3 billion
30% of computer sales are online - $6.9 billion
1 out of 2 people online have shopped on internet - $45 billion last year
Basic Ad Dimensions:
Top right department box size is 1 Oregon Magazine column x 6-8
Lower right box size is 1x5
Button is 1x3
Table of Contents ad below name banner is 1x5
Local Jump Pages have half-page top banners. At present, they are
single copy lines. We are open to trying banner buttons in that space.
Misc. positions (boilerplate jump pages like Legal and Media) are flexible
in size depending on the basic graphic requirements of the page.
(Ads should fit easily within a single screen aperture
when possible. What you are
looking at right now is a single screen aperture. A box ad should fit from
top to bottom, and be readable without scrolling. If you need more room, however,
you'll get it.)
No X-rated material, con games, ponzi schemes or , except for the top
of the cover and TOC
pages, special effects. (Blinking, changing and whirling objects detract from readability,
and this is a publication for readers.) If your ad would work in a print version of Oregon Magazine, it's fine for the web edition. Any ad that links to a location that locks the reader to
the distant site will be summarily deleted.
Multiple-run buys get the page(s) of their choice on a first come, first
basis, and hold position on renewal.
Ad rates are subject to revision at the beginning of any calendar month.
Purchasers of multiple-run schedules are protected from price increases for
the duration of their current contract and one renewal. (Minimum 3 month buy.)
For more information, contact:
F. Delkin firstname.lastname@example.org
L. Leonard email@example.com