Pros: Magazines offer specific demographic targeting, longer lasting shelf-life, greater reader involvement, and high quality reproduction and color.
Cons: Magazines have a longer lead time, higher costs when compared to newspapers, smaller audiences, and require more catchy and creative ad design (higher cost).
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Pros: Newspapers target a large audience, make geographic targeting possible, provide split-run testing ability, and offer immediate exposure.
Cons: Newspapers are cluttered and print with poor quality reproduction, most ads focus on sales and promotions (rather than branding), and they have a very short shelf-life.