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Yes it is an example of a poor ROI, and I must admit my try at newspaper advertising was a similar flop, BUT one of my competitors in the same area and same paper, was going gang busters with an ROI. So from my perspective I agree with you 100%, but at the same time there are business’s who are obviously getting a good ROI, otherwise no one would be advertising in newspapers.
It comes down to horses for courses, and there is no one simple solution, and we should be ignoring anyone who says there is only one solution in life.