You can select your station and then go in and choose specific programs that relate to your product or service, and still get a nice rate. Because if your customers watch news and sports, you don't want some of your commercials falling into soap operas or cartoon shows, which they would do on a rotator or total audience plan. Those dollars would be wasted. If, however, your customers fall into more than one demographic group, you may be able to use rotators and pay a lower rate. Newspapers, direct mail, Yellow Pages, coupons, print takes in a lot.
Specific publications reach specific audiences just like radio and television.
Most markets will have a daily and weekly paper, shoppers, and the free publications known as alternative newspapers. This is not true in any other form of advertising. Like all advertising, the number of newspaper ads you run and the size of those ads will be largely determined by your budget. Always start advertising close to your locations and work outward geographically. These complex topics cannot be fully explained in this space.