Never make a decision on either personnel or media based on price. Your best employees will cost you more but produce more and your best media will cost more but will convert to more sales in the long run. So how do you determine the quality of media. One basic way is to know what the people in your area are reading or watching or listening to. It is far better to spend a little more to reach a high-percentage readership publication or a top radio station in your area, even if it costs a little more. No one knows about you unless they hear your commercial or read the paper that carries your ad. Readership and listener numbers…in your area, or among your specific kind of customer..is all important.