It would seem absurd to pay thousands of dollars to have your ad printed on a sheet of paper.
If that sheet of paper was, however, a page from
Hydraulics & Pneumatics
or any other great trade journal, paying that much makes a lot of sense.
When you select your media, take special care to learn who subscribes to the magazine or who reads the e-newsletter or who visits the website. The right message in the right place, pays for itself.