Newspaper advertising is advertising that readers are likely to spend the most time looking over. Furthermore, you can target newspaper ads to particular groups of consumers. For instance, if you're advertising a new electronic gadget, you can have your ad appear in the "Tech" section of the paper. If you want to target a specific city or region, you can place your ad in the newspaper's various regional sections. Furthermore, you have flexibility in your ad - you can run half pages, full pages, quarter pages or classifieds, depending on what fits your budget.
The increased reach potential of online advertising is arguably also one of its downfalls. For instance, the Internet is huge, competitive and it's unlikely that your online ad is going to be seen beyond readers of a particular website, unless you're doing some heavy promotion yourself. What's more, Internet advertising is easy to ignore or skim over, compared to readers who commit time to reading a hard copy magazine or newspaper. Finally, Internet ads are only seen by those who own and operate a computer, meaning that online-only ads potentially isolate an important group of customers.