If you're looking for an audience of 55+, then daily newspapers are for you. In the past advertisers were convinced that they had to be in the newspaper but it's changed with dramatically declining readers.

  According to the Newspaper Association of America, 34% of individuals ages 18-34 read a daily newspaper in 2007, compared to 64% of those ages 55+. Circulation for the nation’s major daily papers continues to trend downward, based on Audit Bureau of Circulation's figures.


Advantages

• Newspaper also allows advertisers to list a lot of details and technical information.
• The newspaper's combination of text and graphics, when used effectively, can create visual appeal that reinforces the messages of its advertising.
• Newspaper ads have the ability to communicate lengthy, complex or detailed information and descriptions.
• The medium offers a variety of ad sizes that allow advertisers to meet their budgetary constraints, from a one-column-inch ad to two full-page ads side by side called a double-truck.
• The reader controls the amount of exposure to a given ad. They can spend as much or as little time with an ad as they like. (Typically it's 11 seconds - if they're interested).

Disadvantages

• Gone are the days when almost every American household subscribed to at least one newspaper. Today, newspaper’s household penetration is less than 50%.
• Your ad placed next to your competitors’ can only be an advantage if your price is absolutely the lowest.
• Most people don’t read all sections of the paper every day. Ads in a given section reach only those who read that section.