Don't Let Newspaper
Demographics Mislead You


by Tom Egelhoff

Your media rep can be very helpful with demographic information about your small town newspaper. One of the things they generally point out is the days of the week that sells the most papers. In most towns it's Sunday and Wednesday. Wednesday is usually the food issue with all the grocery coupons. There is often a small premium to place ads in these issues

Knowing which days are the biggest sellers is certainly good information, but those days may not be the "most read" days. In our local paper, here in Bozeman, Montana, I'm told the Monday edition is the most read day of the week. Would you rather be in the most bought or the most read?

And guess what, it's cheaper to be in that issue.


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