The Food and Drug Administration loosened limitations on television advertisements for prescription drugs. Newspapers and magazines, however, would still be required to carry drug-risk information in print advertisements. NNN's mission, he points out, is to persuade advertisers to add newspapers to their media plans. We don't want them to stop using TV or magazines, but newspapers should be in the mix. An advertiser who relies solely on television without considering newspapers misses a huge opportunity to increase reach and penetration of its target audience.
Package goods is the category most clearly alienated from the newspaper medium.
NNN has partnered with some package-goods advertisers to test ads that will demonstrate newspapers' ROP effectiveness. One characteristic of the package-goods industry is that its behavior is dictated by research and empirical evidence. NNN also experiments with other advertising programs in this category. Optimal conditions call for sunshine and temperatures of 70 degrees or higher. When those conditions were forecast in 186 mostly Southern markets over a three-day weekend, the ad ran, Cannistraro says.