Nancy Tellet, director of media services at Siboney USA, told Portada® that MilkPep (Milk Processor Education Program), which tracks awareness of its campaign by medium, recently found that its print advertising created 10 rating points more awareness than ads place in other media vehicles, and cost 78% less for each rating point compared to the average dollar amount spent on all media vehicles. Tellet emphasized print's high pass along rate and the ability of most newspapers and magazines to cater to specific target audiences. The study's findings support the arguments of many publishers who say that even though TV and radio might reach higher numbers of potential consumers, print reaches a captive audience of readers who are usually paying closer attention to what they are reading.
