ABSTRACT
This chapter explores printed media: newspapers, magazines, and similar publications. Newspaper print space is usually sold by the column-inch, which is a space measurement one column wide by one inch high. Farm publications are often an amalgam of consumer magazines and business publications, so they have some traits of both categories. The primary audience are those persons who receive the publication because they subscribe to it or buy it, and the secondary audience, also called the pass-along audience, are those persons who get the publication from someone else. If consumer add up every time the advertisement is seen by the entire audience in all the media vehicles, that figure is referred to as total audience impressions (TAI), also known as gross audience. Mediamark Research Inc (MRI) is the key third-party audience measurement service for the consumer magazine industry. Frequency is essential for successful advertising in business publications, just as it is in newspapers and consumer magazines.
