And, yes that includes non-subscribers. Grocery stores, who like to hit every home in the area, deliver to all subscribers and non-subscribers every week. This is usually on Wednesdays, when the newspapers give out samplers to all non-subscribers. Inside these samplers and the regular newspapers are all of the inserts, going to every home in the area.

But, let’s say that you only want the “high income homes”. Then, you and your newspaper rep can pick out the highest income homes in certain zip codes. Send out the inserts to those selected zip codes only. Maybe you just want to hit all the immediate homes within 10 miles of your store. Then, you can choose just those zip codes, and use subscribers and non-subscribers. Not enough people take advantage of this service, especially the car dealers.

They can now hit every home in the marketplace, or they can target the non-subscribers who are typically the younger demographic (which is their favorite buyer anyway). Instead, they keep advertising to the older demographic (the subscribers) in the regular Classifieds. And, then they complain about the lack of success of their newspaper advertising.
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