History: Newspapers are one of the oldest, most highly regarded forms of media. Among its loyal readers, it enjoys a high degree of familiarity, acceptance, credibility and respect.

Performance: Newpapers generally outperform other forms of media when it comes to local news and information about entertainment such as movies, concerts, sporting events and restaurants.

Visuals: Newspaper ads create visual appeal through pictures and graphics.

Mass Audience: Newspapers reach a relatively large mass audience throughout the market with a single exposure.

Ad Variety: Various ad sizes allow advertisers to meet budgetary needs.

In-Depth: Newspaper ads have the ability to communicate lengthy, complex or detailed information and descriptions.

Tracking: It is relatively easy to track response, primarily through couponing.

Targeting: Newspapers present a number of sections and features tailored to a readers individual interests. Advertisers have the opportunity to place their messages where they will have the highest likelihood of being read and acted upon by their target audience.

The "MINUS" side of Newspapers...

Passive: Newspaper ads provide retail information once the decision to buy has been made, but they do not build brand awareness or create product demand.

Decreasing Market Penetration: Newspaper readership has continued to decline because of time constraints and competition from other forms of media now available for gathering information. The Internet, for example, has and will continue to siphon off readers.

Browsers, Not Readers: Most people really don't read all sections of the paper every day. An ad placed in a specific section reaches only the people who look at that section.

Ad Clutter, No Separation: A typical daily newspaper consists of approximately 62% of advertising. The Sunday edition carries about 68% of advertising, not counting Free Standing Inserts. Plus, your ad can be placed next to a competitors, which is only an advantage if your price absolutely is the lowest.