The print press has been affected by the emergence of digital media due to the decline in readership, copy sales and advertising revenues.  These changes have had an impact on its business model and prospects, giving even greater power to revenues from the sale of advertising space. The main objective of this research is to delve into the changes that have occurred in the prices of advertising in the printed press in the last decade (2013-2022) and to analyze the future commercial scenarios that the medium faces in the coming years. To this end, a mixed methodology has been employed. The quantitative part focuses on the analysis of ad buying prices while the qualitative part focuses on the opinions of industry professionals who work daily in the selection of advertising locations for brands. The results show an increasingly lower price for advertising space in the printed press, especia...