newspaper vs. alternative means
Given the rates for newspaper ads vs. other advertising options are there current studies on the return per dollar for newspaper or print vs. other options?
As far as traditional (TV, radio and NP) options go, NP is the best return for our clients 90% of the time. Certainly internet returns are typically better on a cost-per-lead basis, however, we tend to look at things through traditional vs. interactive glasses. Please bear in mind it all comes down to how you utilize your budget, we don't do great in newspaper in major dailies if we run a full page ad in the Main News, however, we typically do quite well in a major daily running a line ad under the appropriate heading (usually education and training, schools and instruction, etc). It's similar to the reasons why we more often than not would spend $5 for a spot to run on TV in the overnight time period rather than spending big dollars to run in primetime. Not to be cliche' but it's all relative and it's all about testing where you put your dollars and what creative will work best where.
