You find your consumers where they are. That is all I was saying. Not any advertiser I've known. They look for the least expensive way to reach their target demographics. That's why you don't see ads for eggs in InfoWorld, even though surveys would probably show that 90 percent of InfoWorld readers eat eggs.
Readership is the people who are reading the paper and seeing the ads.
The ads on the most popular pages of the paper are the most expensive because they reach the most people. Go try and convince any Wall Street Journal advertiser that ads on the net would reach the same market. You'll be laughed right out of the office. But just because I could read your ad doesn't mean I will. In fact, I'll go out of my way to avoid it.