No wait for press time
Circulation and readership have declined for years as newspapers try to remain a player in the media arena. A clutter of advertisements in smaller publications does not allow an ad to stand out among its competitors. The newspaper's audience is aging as younger readers go to the web to find more up-to-date information.
Postage, paper costs and database fees have become more expensive, making direct mail the least cost-effective means of advertising. Most consumers refer to direct mail as "junk mail." Recipients of direct mail tend to have a lower opinion of the more cost-efficient mailing that combines multiple advertisers into one piece of creative.