newspapers

Definition:
A major print medium published daily or weekly on a national or regional basis. Newspapers are bought largely for their news value and are particularly appropriate for announcing new products or new developments of existing products. Because of their frequency of publication they are also well suited to opportunity markets (cotton dresses in a heatwave) and for regular features and advertising which reflect habitual behaviour, e.g. advertising grocery products on Thursday and Friday as most of these products are bought on Friday and Saturday. Conventionally, newspapers are divided into three groups, national, regional and Sunday, each of which possesses different characteristics in terms of character, atmosphere and coverage. Although the importance of newspapers has declined since the advent of commercial broadcasting they still constitute an important medium, with a central role to play in most advertising campaigns and dominate in the field of classified advertising.

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