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=&gel à6 P Buying advertising 1511ike buyinmg a computer!1 Would you always.buy the cheapest? 0f course not! When you shop for a computer, you compare their memory, operating system, speed, warranty etc. as well as thie price. You buy the best value that lits your needs. Adverfising is no different... The value points for advertising are: circulation, readership, creativity and price. Circulation: The Whitby Free Press delivers 27,000Opapers every week. 95% of that right here in Whitby. We reach 99% of the homes on a year-round weekly avrage. What's more, our circulation is independently verifiebyheCnda Ciclton Audit Board-CCAB. Readership: People read the Whitby Free Press cover-to-cover because it's the only place where they can find ail the local news. Creativity: Our creative staff are all college graduates in Graphic Arts. An ad has to'get noticed before it can work. Size helps but good design can make a smaller ad jump right off the page. P rice: in comparison to other papers, some advertisers find us expensive, some fmnd us cheap. Since we have consistent advertis ing pricing, that must mean that other papers favour some while gouging others. Circulation, Readership, Creativity & Priée. You don't need a computer to add up the BEST advertisng VALLJ 1w . Me ffifhy ÀFroPros:rcul 66&6111, * t V V-?~ A A A A A ~ ~ Page 18, Whhby Pros Pros, Weckiosday, Apnil119,1996