There is no proof full page or double-truck ads are more effective than half page ads. The savings can be spent on a concurrent radio campaign or billboards.
Newspaper coupons will have a better rate of redemption with a radio chaser.
Less than half of "main-stream" newspaper readers read the entire paper. Most are skimmers. How many times through the paper does it take for you to find your own ad?
More than half of "community based" newspaper are read in detail from cover to cover.
Newspapers are still a formidable advertising force. Find ways to continue to use the paper to increase store traffic, but do it with other advertising too, so the media mix is efficient. Don't let anyone tell you NOT to advertise in the paper. Just do it better.
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