Direct Response for newspaper ads, is something i´ve been lookin for in a big while! Clients are accustomed to thinking that great ads are the ones that are clever or funny. The problem has been created by agencies that have no idea what they are doing. If the ad flops, they will just say, "Well we reached so many people, we are Top of Mind!" its for branding... ha ha lol. The question always should be "Did it sell? How much?"