Best practice - Newspapers

In this chapter of 'Best Practice' Roderick White turns his attention to newspaper advertising. Using recent references, he covers the basics - what newspapers offer, how they are used, cost per thousands, and how newspaper advertising can be evaluated.

Making the Most of Newspapers

Roderick White

Newspapers are the oldest large-scale advertising medium, which should make them better understood than other media. In practice, much basic research into the medium is old, and has not always been re-validated, though this is now happening (2, 5).

The medium is diverse and complex, and differs from country to country. In particular, the extent to which there are national (as opposed to regional or local) papers varies widely, which affects the nature of the advertising markets – the more local the medium, the more advertising is concentrated on retail-type advertisers (9). However,...

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