A media buyer is glancing through the latest edition of the industry trade publication, Advertising Age, and notices an ad targeted at media buyers. The ad encourages the purchase of space in a fast-growing magazine that reaches 12- to 18-year-olds girls. It invites media buyers to contact the sales department at the teen-oriented magazine for more information. She considers this, as she has a

cosmetics manufacturer as a client who may benefit from this type of ad placement. The media buyer is trying to decide whether to run ads in the teen magazine or in special sections of newspapers attempting to target young people. What disadvantage of newspapers should prompt her to consider the teen magazine?
a. their visual rather than verbal strengths
b. their relative cost
c. their tendency toward pass-along readership
d. their limited ability to segment target audiences


d. their limited ability to segment target audiences