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

Once you have a general idea of what publications you're considering, now it's time to contact them.

If you'd just like them to send you more information, call and ask for a media kit. This should contain all sorts information on the market in which they circulate, as well as on their readers. It'll also contain a rate card.

The trick is getting to the right person at the newspaper. Most newspaper advertising departments are made up of a few sub-departments, but the one you'll be interested in getting to is either the classified department or the retail advertising department.

The classified department of a newspaper usually handles all the line ads listed in the classified section of the newspaper, as well as their corresponding display ads. Line ads are typically just lines of type running down a column under a certain category, while display ads have the borders around them. If you want to be in the line classified section, or you want to run a display ad in the classified section as many realtors, auto dealers, and help wanted advertisers do, then call the main switchboard and ask for the classified department.

If you're another type of business and not a large national advertiser, most likely you'll want to ask for the retail advertising department. Although someone may take your name and address and send you out a media kit, most likely they'll assign you to an advertising salesperson. By the way, some newspapers dislike the term "salesperson", since the better staffs do more than just sell, they also offer advice, so your newspaper might call them advertising representatives, account executive, or advertising consultants.

Whatever they're called, these are the people who can tell you more about the newspaper, quote you rates, take your money, offer advice, typeset your ad, show you a proof, and get your ad into the newspaper. If things go well, this will be the only person you'll ever need to deal with at the newspaper.

If your needs are relatively simple, you may be assigned to an inside salesperson who can handle everything over the phone. Although these people usually don't leave the office, they're often happy to meet with you if you come to them.

Most of the time, though, you will be assigned to the advertising representative that handles your geographic territory, and that person will want to come out with the media kit and meet face-to-face with you. This is done for two reasons. First, the media kit, especially the rate card, is not the easiest document to navigate without the help of an ad rep (some think it's that way on purpose). Secondly, the ad rep can more effectively match your needs to what the newspaper might have to offer (in other words, sell) in person.

Next: Analyzing the media

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