Pros - The oldest of the advertising media, it is entrenched with advertisers experienced in using newspapers. It allows advertisers to present ads in depth. Several copy points can be stressed or many because there is no limit to the amount of information that can be conveyed. An ad can run from a few lines as a classified ad, to a double-truck spread with multiple co-op products. Newspapers do well in reaching the better-educated and upper-income interested in being informed. Delivered direct to the home, its ads can be saved. Newspapers offer the chance for couponing, and, in many cases, select market distribution.