In many countries there is long time lag before an advertisement can be run in a newspaper. In Indonesia paper shortages delay publication of ads for up to six month. Furthermore because of equipment limitations most newspapers cannot be made larger to accommodate the increase in an advertising demand.
Separation between editorial an advertising content in a newspaper provides another basis for contrast on the international scene. In some countries it is possible to buy editorial space for advertising and promotional purposes, the news columns are for sale to anyone who has the price. Because there is no indication that the space is paid for, it is impossible to tell exactly how much advertising appears in a given newspapers.
The use of foreign national consumer magazines by international advertisers has been notably low for many reasons. Few magazines have a large circulation or provide dependable circulation figures. Technical magazines are used rather extensively to promote export goods but as with newspapers, a paper shortages cause placement problems. Media planners are often faced with the largest magazines accepting up to twice as many advertisements as they have space to run them in – the magazines decide what advertisements will go in just before going to press by means of a raffle.
Such local practices may be key factors favoring the growth of so called international media that attempt to serve many nations. Increasingly US publications are publishing overseas editions. Reader’s Digest international has added a new Russian language edition so its more than 20 other language editions. Other American print media available in international editions range from playboy to scientific American and even include the national Enquirer, recently introduced to the United Kingdom Advertisers have three new magazines through which to reach women in China: Hachette Filiapchi, Presse the French publisher is expanding Chinese language editions of Elle a fashion magazine; Women’s day is aimed at China’s busy modern woman and L’Evenement. Sportif is a sports magazine. These media offer alternatives for multinationals as well as for local advertisers.
Radio and Television:
Possibly because of their inherent entertainment value, radio and television have become major communications media in most nations. Most populous areas have television broadcasting facilities. In some markets, such as Japan television has become almost a national obsession and thus finds tremendous audiences for its advertisers. Now high definition television (HDTV) appears to be sharing to take off worldwide as well. In China, virtually all homes in major cities have a television and most adults view television and listen to radio daily. Radio has been relegated to a subordinate position in the media race in countries where television facilities are well developed. In many countries however radio is a particularly important and vital advertising medium when it is the only one reaching large segments of the population.
Television and radio advertising availability varies between countries. Three patterns are discernible; competitive commercial broadcasting commercial monopolies and noncommercial broadcasting. Countries with free competition commercial radio and television normally encourage competition and have minimal broadcast regulations. Elsewhere local or National monopolies are granted by the government and individual stations or networks may then accept radio or TV commercials according to rules established by the government. In some countries commercial monopolies may accept all the advertising they wish; in others only spot advertising is permissible and programs may not be sponsored live commercials are not permitted in some countries; in still others commercial stations must compete for audiences against the government’s noncommercial broadcasting network.
Some countries do not permit any commercial radio or television but several of the traditional noncommercial countries have changed their policies in recent years because television production is so expensive. Until recently, France limited commercials to a daily total of 18 minutes, but now has extended the time limit to 12 minutes per hour per TV channel. South Korea has two television companies,, both government owned which broadcast only a few hours a day. Commercials are limited to 8 percent of airtime and are shown in clusters at the beginning ad end of programs. One advertiser remarked we are forced to buy what we don’t want to buy just to get on.