The newspapers offer widest circulation and have universal appeal. The cost of advertising is lesser as compared to other media. The newspapers have more repetitive value and are very helpful in introducing a new product. These are suitable for all types of goods having wider markets.
A high degree of flexibility is ensured by newspapers i.e., the advertisement campaign can be undertaken and stopped quickly. Advertisements are the main source of revenue to the publishers. The most important benefit derived from the newspapers is that the advertiser’s message can be conveyed to the readers quickly.
Besides newspapers suffer from certain drawbacks also. They have shorter life and are not suitable for illiterate people. Most of the people read the papers casually especially in the morning hours when they are in a hurry to join their respective jobs.
Secrecy cannot be maintained in this type of advertising. Another drawback of newspaper advertising is that they are in black and white prints. Coloured advertisements are not covered, which are more appealing and attractive.