Why does newsprint advertising still work for dental practices despite the broader newspaper decline? Because the demographic that reads the local newspaper consistently overlaps with the demographic that needs complex reconstructive dentistry, even as overall newspaper circulation falls. Older adults, fifty-five and up, continue to read printed newspapers at rates dramatically higher than younger cohorts. Many in this demographic still subscribe to the local paper for the news, the obituaries, the local interest pieces, the weather, and the ads they continue to read deliberately. The same demographic is the highest-need population for full-mouth reconstructive work. Newsprint also offers two real structural [...]