How To Run An Ad Introduction Your media options ----Daily newspapers ----Weekly newspapers ----Shoppers ----Other publications Making first contact Analyzing the media Choosing the right one Running the ad After the ad runs Take our ad effectiveness course. Learn what you need to know to get a great response the first time you run. Just $59 • Get more readers seeing your ad • Get more readers reading your ad • Get more readers responding

Which publication is right for you? That depends on a few factors. Here's a quick rundown on each of the major publications you're likely to encounter:

Daily newspapers
A daily newspaper has a few advantages. It often reaches a good percentage of the community, and usually distributed well over ages, income, and the sexes, so often they'll reach a good amount of your target customers.

Readers almost always pay for a daily newspaper, either by subscription or at the newsstand. This means its more likely to be read than free publications.

When you think about it, it's really a miracle that people are paying for a newspaper at all. These readers are clearly literate and like to read. Because of this, they tend to be better educated and, as a result, have higher expendable incomes.

Also, it's typically published seven days a week, so you can run on the day that's best for your business.

Since many times it's the daily newspaper that has the best editorial and design resources, it's usually one of the better-respected publications in town, and these traits could reflect positively on your own business.

The daily newspaper will probably be the most expensive advertising vehicle in your market, but make sure you don't confuse these high ad rates with unreasonable rates.

While they may seem shockingly high, if you do the math, you'll probably find that the ad cost per paper (traditionally measured in cost per thousands or CPM's) is the lowest in the market, certainly for a paid product.

Next: Weekly newspapers

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