Английский для PR-специалистов. Ксения Симонова

advantages. Business newspapers are read by higher levels of management who do not often read vertical market media. They reach hidden buying influences such as members of a capital appropriations committee who may be financial officers of a prospective customer company, people who are not easily reached via direct personal selling or specialized media. Newspapers are timely and have shorter closing dates for advertisements. Business-financial newspapersare appropriate vehicles for important new product announcements. The news value of the editorial coverage adds importance to the news value of a product announcement.

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      The benefit of placing advertisements in appropriate magazines rather than newspapers is the greater life of magazines – at least a week and sometimes two months or more. Magazines selected to carry your advertisements will normally have less waste circulation than newspapers. The day of «general interest» is past, and today special-interest magazines serve narrow technologies, services, and job functions with in-depth editorial coverage. In evaluating special interest media, avoid buying media with circulations too narrow for your best interests. For example, it is often possible to buy «X» vertical industry magazines to reach «X» industry segments, but a general business magazine serves the information needs of a combination of vertical industry segments. Magazines such as Belgian Business, Impact, and Par-dela in Belgium are actually horizontal business magazines that can be viewed as vertical industry magazines covering a multiplicity of industries. The reach of a general business magazine in one vertical industry may preclude buying a vertical medium.

      When numerous vertical industries and numerous functions within these industries are important, you will want to examine general business magazines and newsweeklies. However, when relatively few vertical industries are identified or when there are many vertical industries but only a few job functions of importance, you will lean toward the more specialized vertical or horizontal trade publications.

      Buying fewer magazines means lower production costs. The general rule is to spend as much of your publication advertising budget as you can on space and as little on production as is consistent with quality standards. When you interest is in manufacturing industries of all kinds, the general industrial magazines such as Industrie Anzeiger and L/Usine Nouvelle are important, but they must be examined critically to make certain they are read at the right levels of management for your purposes.

      There is also a danger in buying vertical industrial publications. Their cost per thousand is often high, but they enable you to pinpoint instead of shotgun your messages.

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      You can provide a creative service by finding new and better channels to reach the target groups of your company.

      IBM was the first company to advertise a product other than books and records in the Book Review section of the New York Sunday Times. It used the Book Review' section as a «trade paper» to reach book publishers, a creative first. A bandage manufacturer used posters with sample boxes in Belgian Laundromats heavily frequented by mothers with young children – the target audience – and the samples were replenished by the Laundromat employees, another mark for creativity.

      The point is to explore innovative media approaches. The rewards are impact, memorability, and recognition, far more consequential than the rewards from using the safer, usual approaches to media selection.

      When you evaluate media for mix, select from the full media spectrum. Most advertisers think of publication and broadcast media, but in international markets, cinema advertising, posters, shows, point-of-purchase materials, promotions, sports-team sponsorship, and the like can also be evaluated for efficient transmission of your message along with direct mail, seminars, audiovisuals, special events, sponsored magazines, and publicity and marketing public relations. Look for a sound media balance and avoid diluting limited advertising funds by using media not pinpointed to your target audiences.

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      When possible, buy broadcast and indigenous print media for a foreign market in that foreign market. Many list prices are negotiable, and a local media buyer is usually positioned to negotiate more successfully than is a foreign media buyer. In the principal business cities of the world, you buy the mainstream international and pan regional media in the same way you buy media for the domestic market. Most such media are represented in those cities. In advertising centers such as New York and London, you can efficiently buy the more important foreign indigenous media through sales offices or offices of representatives which the publishers support. A London or New' York media buyer dealing with a local sales office or media representative firm can obtain the lowest possible prices. So much space is purchased in these advertising capitals that local representatives have considerable influence with their publishers.

      You can purchase foreign business, professional, and trade media through media buying services. Such groups work for clients and advertising agencies and are compensated by sales commissions by retaining a share of the agency commission, or by supplemental time charges. They find the media suited to a client's needs, provide data in English for evaluation, buyspace, and provide all necessary production and closing date information. Some are buying services; others offer media evaluation and program development work. For buying broadcast media, buying services are helpful even when you retain overseas agencies. Agencies with well-established international links use buying services or international media consultants to fill gaps in their own organizations or to handle complicated media buys.

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      Media buying is best done for the market in the market. Several major business centers have representatives from most national markets whose ability to negotiate is high. However sophisticated your media buying plan and advertising agency, a media buying service may provide much-needed services.

WHAT THE AUDITS TELL

      The OJD in France sums up its purpose as follows: «To control printed and distributed circulation, paid or non-paid, of the (French) daily and periodical press. A very detailed breakout of the distribution (circulation) gives the advertiser and the agency the indispensable quantitative base necessary to gain an accurate understanding of the medium, and the publisher the justification for his advertising rates to the degree that they are based on the circulation».

      All of the audit services reviewed in Europe supply this «quantitative» data. What varies is the degree of detail supplied and the media categories which are audited. Many of the European audits include geographic.

By Rosemarie(Director of International Media, FOB International)

      UNIT II

NEWSPAPER REPORTING

      I. Read and learn new words:

      rewrite man – литературный редактор

      getting the right news – сбор новостей

      make-up editor – редактор

      human interest stories – статья для всех

      to conduct an interview – брать интервью

      stories on crime – сообщения о совершенных преступлениях

      perform – представлять что-либо перед публикой, аудиторией

      a great deal – много, огромное количество

      selection of the best items – отбор наиболее актуальных материалов

      response – ответ, отклик

      personality sketches – статьи-зарисовки

      anew