You have just been tasked with directing a major campaign initiative in the rollout of the new regional comprehensive cancer center.$$ Although historically the medical center had relied on traditional media, the marketplace has shifted and will now be allocating a greater proportion of the budget to digital approaches.$$ However, one concern is that in the immediate metro area, there are still two major newspapers that have strong readership among seniors along with a monthly metro magazine.$$ The medical center's Facebook page has approximately $16,000$ followers, which is quite strong, and an active blog page.$$ You recognize that it is important to consider testing any copy for the various media alternative that you use.$$ What approaches should be considered for the alternative media under consideration?