The pros of newspaper advertising are: (a) it is a mass medium, (b) it is a local medium, (c) it is comprehensive in scope, (d) it offers geographic selectivity, (e) it offers creative flexibility, (f) it has timeliness, (g) it has credibility, (h) it has a higher level of selective attention, (i) it is an active medium, (j) it is a permanent record in contrast to TV or radio, and (k) it has reasonable cost. The cons of newspaper advertising are: (a) lack of selectivity, (b) short life span, (c) low production quality, (d) clutter, (e) lack of control, and (f) overlapping circulation.