Why newspapers advertise on billboards:
As billboards are commonly located on busy streets, this means that anyone can see it. This will allow the newspaper to reach a wider audience and not just their original target audience, therefore it can be guaranteed that the newspaper will be heard of or spoken of.
Also, they can use customised placement as they can choose where they want their billboard to go; whether thats on a busy street or on a road where it is difficult to target some people and get them aware of the newspaper.
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