You are the media planner for an agency handling a small chain of upscale furniture outlets in a mediumsized metro market that concentrates most of its advertising in the Sunday supplement of the local newspaper.

The client also schedules display ads in the daily editions for special sales. Six months ago a new, high-style metropolitan lifestyle magazine approached you about advertising for your client. You deferred a decision by saying you’d see what reader acceptance would be.

Now the magazine has shown some steady increases.

If you were to include the magazine on the ad schedule, you’d have to reduce the newspaper advertising somewhat. What would be your recommendation to the furniture store owner?

AppendixLO1