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Think about the local newspapers in your area. Usually there is more than one, including independent newspapers that focus on specific subjects. Look at each newspaper and analyze the sections they have. Most cities and town newspapers will include a news page, a sports section, real estate and classified sections, arts and entertainment section, and special sections.
Next, think about your product or service. What section of the newspaper will garnish the most attention for what you sell? Again, if you own a sporting goods store, you would want to advertise in the sports section. If you own a coffee shop or sandwich shop, you would want your ad to appear in the arts and entertainment section. If you own an auto repair shop, you may choose the classified section or a special section designed for auto sales and repair. Keep in mind when advertising in the newspaper, that the section and placement of your ad will determine the cost. Often, it’s a good idea to opt for a smaller ad but choose the right place and make the ad stand out to the reader.
Work with newspaper ad reps and ask about circulation. What are the age groups of their readers? Do they have more than one paper for different parts of town? Ask the ad reps to help you determine where your ad should be as well as help on writing your ad. Your newspaper ads should be consistent and if in a competitive section, include something you offer that is different than the other guy. For example, if you paint houses, your ads should include the words, “free estimates.”
Don’t forget about independent newspapers. These newspapers are usually free to the public, but businesses must pay to advertise. Make sure the independent paper is right for your business advertisement. For example, if an independent newspaper focuses on green living, and you sell non-hybrid vehicles, you would probably want to skip that paper. On the other hand, if you sell composting machines, this would be a great place to advertise.
Please read on to Page 3 for tips on TV, telephone book, and direct mail advertising as well as where to get free ad tips.
