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,...