MoD and Sunday Paper Ad Inserts

OK... here's a different twist.

I took the Sunday ads section, you know, the one with all the consumer electronics and food advertisements, and counted how many of those ads had any type of cross-media marketing.

Here's what I found:
Out of the 16 advertisement inserts, eight (50%) had their web site address on the front page of the ad insert, five (31%) had their web site address on an inside page of the ad insert BUT NOT on the front page, one had a toll-free number to call (along with the web site address) to find out where the closest store was to be found and three (19%) had absolutely no cross-media marketing.

Perhaps if there was an easier way for the advertiser to access other MoD applications they could impact their response rate in a positive fashion and tie it to revenue generated. These ads weren't just brand building, they were trying to get the consumer to buy something specific. Why didn't they utilize other on-demand applications?

Do you think making it easier for the advertiser to access and launch other MoD applications is the responsibility of the advertiser or the newspaper that delivered the ad? Tell me what you think...