Much of this strategy relies on the best medium or combination of media to deliver advertising messages. The measure of a medium should include its ability to reach both wide and targeted audiences. According to readership surveys, this is where the Missoulian measures up and defines itself as the premeir medium adding value for advertisers. They recently brought home more than half of all earned income in the country. More than eight out of 10 daily readers pay for the advertising information that newspapers provide.
Advertisers can count on their ads being delivered right to the doorstep of most daily readers.