SELECTION OF NEWSPAPERS FOR SPLIT--RUN TESTS.

The article discusses newspaper advertising test runs. The idea of testing ads in low to medium circulation newspapers is addressed. Factors impacting total returns include audience size, product appeal, interested market, and advertisement size. The willingness of certain newspapers to accept ads of 300 characters or less is discussed. A graph tracking total return of an ad in comparison to newspaper circulation size is presented. All test runs were conducted in the "New York Daily Mirror" and advertised a laxative product.