The newspaper Vecer was underestimated as an efficient advertising channel, with media investment into TV and on-line channels being preferred. Instead of claiming the opposite, we decided to conduct a test: we created special ads and printed a special edition of Vecer. Random people were invited to participate in a quiz, but first they had to prepare themselves by listening to music for 5 minutes in 'quarantine'. The results were surprising.

The newspaper Vecer was underestimated as an efficient advertising channel, with media investment into TV and on-line channels being preferred. Instead of claiming the opposite, we decided to conduct a test: we created special ads and printed a special edition of Vecer. Random people were invited to participate in a quiz, but first they had to prepare themselves by listening to music for 5 minutes in 'quarantine'. The results were surprising.