5 Employment ads in particular are being targeted not only by Internet companies, but also by enterprising Radio stations seeking a slice of the recruitment pie. To continue to compete in a changing environment, newspaper companies will be forced to establish online presences of their own. Not to do so would mean risking the loss of that famed loyalty newspapers enjoy among their ad clients and readers alike. Among its loyal readers, it enjoys a high degree of familiarity, acceptance, credibility, and respect. The newspaper's combination of text and graphics creates visual appeal that reinforces the messages of its advertising.
Newspapers reach a relatively large mass audience throughout the market with a single exposure.
The medium offers a variety of ad sizes that allows advertisers to meet their budgetary constraints. They can spend as much or as little time with an ad as they like. Most people really don't read all sections of the paper every day. An ad placed in a specific section reaches only the people who look at that section. It's difficult to accommodate selective approaches that improve your cost efficiency and enhance frequency against clearly defined, high-potential customer segments.