The press is a medium to reach niche audiences. As a rule, a certain continuity is observed among readers of printed media, which keeps lengthening the lifespan of an ad for a long time after the campaign is over.
Often, the press is used to spread information to the segments of the population distinguished by high-income or high level of education. It is these categories who rarely watch TV.
Printing provides excellent color reproduction of advertisements, which is required for categories such as food, cosmetics, jewelry, and clothing.
Rates for placement in the press are most stable.
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