advertising should sell

Despite differences in the marketing concepts of the various sectors, advertising has one common goal: advertising should sell! Products, services and brands - in the short- and long-run. The different media support this advertising goal with various qualities of effectiveness.

The newspaper is the print medium that is universally tailor-made for the broadest section of society, and - in view of the fragmenting electronic media - probably the only communication forum that reaches the various social groups simultaneously: the young and old, the less- and the higher-educated, those with low and high income. Newspapers are a mirror image of society.
Although the newspaper is a mass medium in the strongest sense of the word, it is used more intensely by some groups of the population than others - in particular, by people with a high economic and social standing. Newspapers reach particularly well the top-notch of business and industry, as well as consumers with influential personalities that act as opinion disseminators.