Online Advertising v Print Advertising

If you were running a business in the 1980s and wanted to sell or market a service or product, the vast majority of your (below the line) budget was spent on print. From overpriced double page spreads in your local newspaper to outragously expensive Yellow Pages ads, print was the advertising medium of choice.

I say ‘medium of choice’, when of course what I really mean is: ‘medium of NO choice’. Because back then print was the only option available for anyone looking to do a concerted below the line advertising campaign. Oh, sure, you could do letterbox drops, and send out brochures, and give away fridge magnets, and a dozen other low-key scattergun approaches to market your product or service. But they all pailed into insignificance next to the enormous reach and power of the printed word...

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