The full page newspaper ad is the holy grail of newspaper advertising for media buyers. When the client says newspaper, the rest of the room immediately visualizes how to get a full page ad out of it. But, from my side of the keyboard, there couldn't be a worse media buy.
Don't get me wrong, love a good newspaper ad. But people read newspapers for the content, not the advertisements. Watch someone read a newspaper on the subway/train/bus/plane tomorrow morning (preferably a good looking person so you don't get weirded out by it). They read the articles and (at best) skim the ads and not the other way around. If the ad isn't in or near the content, it will be completely ignored.
What do you think? Am I wrong? Are full page newspaper ads generally well read by the consumer?