After television, the medium attracting the next largest annual ad revenue is newspapers. The New York Times, which reaches a national audience, accounts for $1 billion in ad revenue annually. It has increased its national circulation （发行量） by 40% and is now available for home delivery in 168 cities. Locally, newspapers are the largest advertising medium.
Newspapers are a less expensive advertising medium than television and provide a way for advertisers to communicate a longer, more detailed message to their audience than they can through television. Given new production techniques, advertisements can be printed in newspapers about 48 hours, meaning newspapers are also a quick way of getting the message out. Newspapers are often the most important form of news for a local community, and they develop a high degree of loyalty from local readers.
Radio
Advertising on radio continues to grow. Radio is often used in conjunction with outdoor bill-boards （广告牌） and the Internet to reach even more customers than television. Advertisers are likely to use radio because it is a less expensive medium than television, which means advertisers can afford to repeat their ads often. Internet companies are also turning to radio advertising, Radio provides a way for advertisers to communicate with audience members at all time of the day. Consumers listen to radio on their way to school or work, at work, on the way home, and in the evening hours.
Two major changes —— satellite and Internet radio —— will force radio advertisers to adapt their methods. Both of these radio forms allow listeners to tune in stations that are more distant than the local stations they could receive in the past. As a result, radio will increasingly attract target audiences who live many miles apart. Magazines.
展开
