I'd say this has more to do with print media's failure than anything HF did wrong. If you are struggling to sell ad space in a magazine that's 1/3 of its size in the 90's, the ad space is going to be cheap, and I don't think it's fair to criticize a company who already advertises in print to expand where they advertise, likely with the same marketing budget as before.
It's like if I were to say some of this nonsense;
I don't think it's fair for a blogger should comment on magazine ads since some blogs are about tools and others are about other things. Some also have ads. The blogs about other things that have ads sometimes have ads about tools. Odd.
I'm not saying that HF does anything wrong with their ad tactics, it just seems odd, that's all. You don't see Lowes and Home Depot advertising in photography magazines, Readers Digest, and random other magazines. If you ever do, it would be for paint and things like that, not jacks, winches, shop accessories, and heavy equipment.

