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I recently had a customer tell me that he stayed away from newspaper advertising because "It seems newspapers are on a downward slide and don't get viewed like they used too." Ouch! As someone in the business, that was tough to hear. Luckily, my friends, that isn't an accurate assessment. Newspapers remain a power house in advertising. Not to say that internet marketing and other technologically driven marketing has not changed the way we spend our advertising budget. However, many marketing plans are seriously lacking by leaving out newspaper advertising all together. With hundreds of television channels, thousands of magazines and millions of internet sites, channel proliferation has definitely changed the way advertisements are presented. With the endless amount of "opt-out" options available to viewers, including, DVRs, commercial-free satellite radio, national "do not call" lists, web firewalls and blockers, etc., getting your advertisements viewed has become a bigger challenge than ever before. Newspapers however remain an "opt in" medium, a place where consumers actively seek out advertisements rather than avoid them.

Newspaper advertising remains a destination not a distraction. According to NAA's (Newspaper Associate of America) Business Analysis & Research Department, 48% of adults read a newspaper on an average weekday. That number increases to 54% on an average Sunday. In fact in a MORI study of "How America Shops & Spends," newspaper ads ranked highest as the type of ad that consumers look forward to reading. When is the last time you heard someone say that about a Pop-Up ad? Not only do consumers actively look for and look forward to ads in the newspaper, they actually trust them more. Because of the established history of newspapers, people tend to trust newspapers more than any other advertising medium. Gaining the trust of a newspapers' audience can produce awesome results, especially given the quality of the audience. No other media can deliver the prospects that a newspaper can. Newspaper readership increases as both household income and education levels increase. According to Scarborough Research, 2007 Release 2 (Top 50 Market Report), newspaper readership is greatest in occupations with more job responsibility, such as Management, Business, and Financial Operations. Newspapers provide contact with consumers that advertisers want to reach; those with higher incomes, higher education and those that are ready to buy. Newspapers are constantly impacting buying decisions and product usage. They have proved to remain steady in a changing world, and have earned their status as the premier medium for advertisers.

They don't really know what is happening, and even if they did they would need guidance as to how to interpret what they knew. Since the early twentieth century this has been fulfilled through the mass media. Few today in United States can say that they do not have access to at least one form of the mass media, yet political knowledge is remarkably low. One must not forget another interesting fact about the media. Their political influence extends far beyond newspaper reports and articles of a direct political nature, or television programs connected with current affairs that bear upon politics. In a much more subtle way, they can influence people's thought patterns by other means, like "goodwill" stories, pages dealing with entertainment and popular culture, movies, TV "soaps", "educational" programs. All these types of information form human values, concepts of good and evil, right and wrong, sense and nonsense, what is "fashionable" and "unfashionable," and what is "acceptable" and "unacceptable". These human value systems, in turn, shape people's attitude to political issues, influence how they vote and therefore determine who holds political power.

What Makes a Book? In essence, the two formats are very similar. Both allow you to do the most important thing - read a book. The text is the important thing, not the medium. Reading Sumerian legends on clay tablets can feel more "authentic", but doesn't necessarily enhance your understanding of the subject matter - just your experience. Depending on the type of material you'd like to read / look at, however, one does have advantages over the other. PLEASE NOTE: The 2012 addendum to this article you've all been asking for: Ebooks vs. Paper Books: The Pros and Cons - 2012. The article below is still very valid. The 2012 version gives you (as a reader) a different perspective, and a handy guide to when you should be buying an ebook reader. The "Classic" Paper Book. They're easily obtainable (Bookstores are everywhere). They don't normally cause significant eye-strain. Okay, that much was obvious. Textbooks (or any books which are generally large-format).

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