Best Practice - Making the Most of Newspaper Advertising

This paper examines techniques used to research newspapers. It notes that whilst the medium is diverse and complex, the characteristics of newspaper ads and advertising practice remains broadly constant - albeit with national quirks.

Best Practice Making the Most of Newspaper Advertising

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 very old and has not always...