Although I believe in the power of print as much as the next guy in the newspaper and magazine industry, this seems a little too good to be true, even for me:

From www.PrintInTheMix.com (a great resource for print related facts)

October 2009 -- A study performed by BrandScience for the UK’s Outdoor Advertising Association (OAA) has found that the return on investment for newspaper and magazine advertising is higher than that for TV and outdoor advertising.

For every £1 spent on newspaper and magazine advertising, “bricks and mortar” retailers get a sales increase of £6.23. For every £1 retailers spend on TV and outdoor poster advertising, revenues increase by £3.57.  For these retailers, online advertising generated £2.23 in sales for every £1 spent. If production costs are taken into account, outdoor advertising outperform TV and close the gap with print.