Why Newspaper Ads Are Effective
Rolf Randrup TNS-Gallup
The time has come for the newspapers to prove their worth and supply advertisers with information about the value they receive for their money. For decades, television has provided minute-by-minute ratings on a daily basis, whereas print media put the market off with average figures on how readership patterns were 6 or 12 months ago. But if producing a TV-meter is possible, why not a similar newspaper-meter, supplying information on the number of yesterday's readers of a specific page in a specific paper, in order...