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Immediate
Newspaper advertising is among the fastest forms of advertising
with extremely short deadlines that allow ads to be created and run in a
matter of days.

Flexibility
Newspapers, unlike most media, allow the advertiser to build an
ad in any size. The library should provide appropriate equipment in

adequate quantities and in good working order for the convenient,
efficient consultation of local and remote information resources by staff
and the public. This includes communications hardware and software to
receive and answer queries for information from users. Operation hours

for information services should be responsive to the community’s needs
and behavior and the library’s financial and personnel resources.
Credibility/trust

More than any other medium, consumers believe respected people
use newspapers. More than two-thirds (68 percent) of the public said
newspaper is the medium they respect. What does that say about the

advertising newspapers contain?
Selective vs. intrusive
Shoppers are less willing today to accept advertising that is

spooned out to them. They seek out advertising on their own. Nearly
two-thirds (65 percent) said at least once a week—and 16 percent said
almost every day. Newspapers are the medium shoppers use most—63
percent. No other medium gets into the double digits. Catalogs (nine

percent), direct mail (eight percent) and TV (seven percent) are the next
best and all three are a long way from most shoppers’ first choice.
Environment

The newspaper editorial environment typically adds credibility and
legitimacy to the brand being advertised. To readers, the advertising in a
newspaper is every bit as important as the news.
Relied upon

Newspaper advertising is a valuable commodity to readers. A
recent research study surveyed shoppers’ attitudes about which type of
media they preferred for retail advertising. In terms of media used to

check out ads and compare prices the most valuable media in planning
shopping, most convenient, most up-to-date, most trustworthy,believable
and preferred, newspapers out distanced all other forms combined.