Info

*Defined as "of Spanish or Hispanic origin or descent."

Source: Newspaper Association of America, "Facts about Newspapers 2002," www.naa.org.

*Defined as "of Spanish or Hispanic origin or descent."

Source: Newspaper Association of America, "Facts about Newspapers 2002," www.naa.org.

Clutter Newspapers, like most other advertising media, suffer from clutter. Because 64 percent of the average daily newspaper in the United States is devoted to advertising, the advertiser's message must compete with numerous other ads for consumers' attention and interest. Moreover, the creative options in newspapers are limited by the fact that most ads are black and white. Thus, it can be difficult for a newspaper advertiser to break through the clutter without using costly measures such as large space buys or color. Some advertisers use creative techniques like island ads—ads surrounded by editorial material. Island ads are found in the middle of the stock market quotes on the financial pages of many newspapers. Exhibit 12-23 shows an island ad for Cathay Pacific Airways that targets business travelers to Hong Kong and other Asian destinations.

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