There was an old comic strip about a character who was searching for something on the floor. His friend asked him "what are you doing" and when he replied "looking for something I lost," his friend quiered "where did you lose it?"
When the looker replied in the other room his friend asked "then why are you looking here?" he replied, because the light is better in here!
Advertisers have lots of options when making media selections today. As I have stated before in this blog, two very important critera in media selections are content and audience.
There are many "low-cost" media products available today. While it is certainly very important for marketers to very conscious of their budgets, sometimes "low-cost" can be a complete waste of precious marketing dollars. On the other hand, dollars invested in proven media will always pay dividends.
If an advertiser makes a selection of a certain product based on the fact that it costs less without regard for content and circulation, it is the equivalent to looking in the wrong place.