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PRINT VS. TV

Comparing Print and Television Advertising T here is value in print advertising, but how do you compare the costs between print and Television? The answer is the media buyer’s tool - comparing CPM – Cost Per Thousand Impressions. CPM is the cost of an ad or TV spot, divided by the number of thousands of viewers, or readers who will see it. Example: American Ri eman With an audited monthly circulation of 2.3-million readers, AR is the gun magazine with the largest reach to rearms bu s. (More than four times the circulation of Guns & Ammo.) American Ri eman is respected by the NRA members who receive it, so editorial can be persuasive. But you will pay to reach those NRA members:

The 12 time contract rate for a full page in American Ri eman:

Four Color: $62,660*

CPM - $28.00

CPM is the cost to reach 1,000 readers: 2,300 thousands = 2.3 million readers.

Comparison: Shooting USA TV With Rentrak reporting viewership of 300,000 each week for the Shooting USA Hour, and with product commercials aired 12 times each month, the impressions are signi cantly higher and the CPM is signi - cantly lower:

Monthly Rate for One :30 second spot in all airings: $16,900*

Views per month = 1 spot x 300,000 x 4 weeks = 1,200,000 (1,200 thousands)

Cost Per Thousand (CPM) Views = $14.08

Buying a half-page in American Ri eman? Compare that CPM to Shooting USA:

American Ri eman, half page color: $35,110* CPM = $15.26

Print Ad Rates from NRA Publications. Circulation audited by AAC. Viewership estimates by Rentrak Research.

* 12 Time Rates / 12 Month Rates