• major problem of Tv is perishabilty
• fixed amount of time that must be sold
  • unlike mag it cannot be expanded to accommodate more ads to make up for slow Ad periods

• Geographic Area
• buying target audiance
• commercial length
• Day parts to be used in plan
  • (daytime, prime, news, late fringe, kid) 
• Schedule Dates
  • typically a different CPP for each quarter)
•  Special Buying instructions

• Rate cards are issued by newspapers and magazine companies.
  • Rate cards cover future cost
  • no longer reliable, due to negotiated rates and package deals 

information Planners need for Magazines

Categories

• General Intrest, covers divise Aud
• women servies
• Home Magazines  
• twenty somthing

• Run of paper (ROP)
  • is sold by column inch for a set of Standard Advertising Units (SAU) that ranges from a few inches to a full page
• Supplements
  • perprinted inserts
• Custom Inserts 
  • printed out side the firm and are stuffed into the paper. prices vary on quilty