A Yelp impression is much more valuable than a newspaper impression. When people see an ad on Yelp, they are generally looking for a place to eat right now. T

A Yelp impression is much more valuable than a newspaper impression. When people see an ad on Yelp, they are generally looking for a place to eat right now. They are trying to make a purchasing decision. When they see an ad in a newspaper, it is generally incidental. In addition, newspaper CPM is based on distribution, it's pretty likely that only a small percentage of those papers are read cover to cover, and only a small percentage of those readers look at any individual ad for more than a second. The last time I looked at newspaper advertising, a 1/4 page for one day in a paper with a distribution of 40,000 was about $600. If you are advertising a restaurant, I think you'd be better off giving the money to Yelp.