Newspapers are a reasonable medium that allows you to target specific, specialized demographics. However, any old newspaper ad, regardless of the newspaper advertising cost in India, will not yield the desired results. Too many marketers think of newspaper advertising as an afterthought, if at all. They spend a lot of time and thought on their digital strategies, but when it comes to running an ad in the local paper, they either leave it to the paper’s in-house staff or, worse, cobble together an ad that doesn’t perform well. When it comes down to it, several characteristics define an effective newspaper advertisement: