How can you reach well-informed readers in an intimate setting like their home or office in an immediate and timely manner?  Advertise in newspapers.  Where else are you going to reach your target audience where they are looking to be informed?  As Mike Hughes suggests in his AdAge article, all evidence “points to the uncommon efficacy of newspaper advertising”.  Though possibly less exciting than advertising in the Super Bowl, “more American adults read a printed newspaper than watch the big game once a year”.  Not only do media experts suggest that print media is an important part of the advertising mix, but it may be one of the most effective.  So before you reallocate your budget, consider the circulation, CPM, and timeliness of newspaper advertising.

For Mike Hughes’ entire article, click here:

http://adage.com/mediaworks/article?article_id=135535