A common tactic for comparative advertising is the use of a fake product that represents a competitor. Ad viewers will associate the fake product with a competitor’s product but since there is no precise comparison or trademark used, it satisfies FTC rules.

Newspapers are typically read one time and thrown out, used as litter box lining or recycled. This means your ad is normally viewed just once, if at all, by a reader. In contrast, magazines are commonly kept for several days, weeks or months in magazine racks.