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These results are not surprising, but a welcome confirmation of what local advertisers already know. Web-based advertising fails in push versus pull media metrics, as anyone who has clicked out or looked through pop-ups and banners can easily attest, and it fails in back reference metrics, as anyone who has tried to go back to a web-based advertisement, as opposed to print advertisement, can also attest. The World Wide Web has tremendous value as a fulfillment medium, but when it comes to delivering your pitch and driving customer interest, the traditional media triumvirate of print, radio and television cannot be improved upon.

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