My stepdad owned his own auto shop in a small town. A guy in town was starting his own business publishing a free countertop periodical that makes its money through local advertisements. My stepdad agreed to advertise with him on the condition he print the ad upside down. After no one came into the shop and mentioned the ad after a few months or so, he canceled the ad space.

He wasn't sure if maybe it being upside down turned people off, but regulars never mentioned it which meant he knew his target demographic didn't read the publication. Many people who are regulars at shops looooove jib jabbing with their mechanic