The coverage of every medium is limited by area. Coverage may be limited, as with a national newspaper to a national basis. Within this lies another limitation, as in a national paper may also have a strong degree of coverage in some areas and lighter degree in others. Coverage may also be limited as with a television or radio station to a specified “region. Within this it is further influenced by fluctuating factors like signal strength, booster transmitters or pattern of relay services. This factor is important not only to small regional advertisers but also to national advertisers whose sales patterns and resistance varies from region to region.
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