Print media constitute one of the major media of advertising. These are those media of communication which are controlled by space rather than time. They can be read at any available time and can be kept for record. They also have online versions to expand their audience base. The common kinds of print media of advertising include newspapers, magazines, books and direct mail. Print advertising is a promotional strategy that uses physically printed media to reach customers on a broad scale. Advertisements are printed in hard copy across different types of publications such as newspapers, magazines, books (brochures, directories), or direct mail.
Newspapers and magazines have the following basic classes of adverts – display ads, classified ads, public notices, and preprinted inserts (Arenes and Bovee, 1994, p. 414, cited in Nwabueze, 2011).
This is the most prominent and commonly used advert in newspapers and magazines. It is advert that contains illustration or photographs, headlines, text or write-up about the product (body copy), large space, among other visual components.
These are advertisements in newspapers and magazines that adopt a short, punchy or catchy heading and a few words to draw audience attention to a specific message. Such adverts mostly appear in boxes or box-like formats, without illustrations, and are charged in terms of number of words, number of sentences or lines the message occupies, number of times the advert will appear, etc. They describe a class of product or how to address a specific need (e.g. house, car, drugs, etc.) and feature the phone number of the advertiser. In Nigeria, classified ads are popular among herbal medicine practitioners, real estate agents, employment opportunity advertisers, automobile dealers, among others.
These are adverts that simply inform the public about matters of legal changes, personal relationships or identity (e.g. change of name, disclaimer), changes in business operations, premises or partners, public government reports, and information on matters concerning private citizens and establishments. They are mostly rated and charged according to number of words, lines, nature of message or type of company group placing the message, including number of times the ad runs.