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Characteristics of print media magazines and newspapers, the two major forms of print media, play an important role in the media plans and strategy of many advertisers. there are pros and cons of advertising in either magazines or newspapers, and managers should be aware of the advantages and limitations of each of these strategies. magazines and newspapers, the two major forms of print media, play an important role in the media plans and strategy of many advertisers. trends toward market segmentation and regional marketing are prompting many advertisers to make more use of newspapers and magazines. both magazines and newspapers are working to improve the quality of their circulation bases, offer database marketing services, and initiate cross-media deals. there are specific advantages and limitations unique to either magazine or newspaper advertising, which are important in helping marketers decide which form of print media advertising to choose.
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