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 decide which newspaper is best for you, you'll need to create an ad and get it in the newspaper.

Give that newspaper a call and, as we said before, most likely they'll send over the advertising representative that's assigned to your area.

This advertising representative can quote prices for various ad sizes, share special discounts the newspaper may offer if you run multiple times, share more information on the types and amount of readers the product reaches, discuss when and where you can run in their product, and provide you with the various deadlines.

Your advertising representative can also help you with the ad, and if you feel like you need some design help, you should ask that they make up a "spec ad", that is an ad on speculation.

Most daily and weekly newspapers and shoppers will be more than happy to take your rough sketch, or even raw information about your business, and create a finished typeset spec ad, before you make any commitment whatsoever.

In fact, spec ads are widely used by newspapers to show a potential advertiser how to best use their product, and are one of the best selling tools they have. Most ad managers wish their advertising representatives would create more of them, so never hesitate to ask for one.

Typically, the advertising representative will return within a week with your new spec ad. You can then look it over, decide whether you'd like to run it, and if so, make any changes and corrections.

If you decide to take the next step and actually run the ad, you'll probably have to fill out a form or two, especially if you're a first-time advertiser. Don't be surprised if you need to pay for your first ad before it runs. You may also need to fill out an application for future credit, and even sign a contract if you decide to take advantage of frequency discounts.

Before your advertising representative leaves to reserve your space in the newspaper, make sure you request a final proof of the ad, especially if this is the first time you've worked with the newspaper or the advertising representative.

Your advertising representative will then return to the newspaper and process the paperwork, including an ad reservation order that holds a space for you in whatever issue you've chosen.

He'll also send the spec ad (or the rough sketch you worked out, if you didn't request a spec ad) through to the creative services or production department. An artist or production person will build your ad and if you haven't requested a proof, the ad will simply be inserted in the newspaper.

When you do request a proof, however, the final ad cannot run in the newspaper before you see it and sign off on it. Typically the ad will be brought out or faxed to you and you then review it, sign it, and return it.

There are a couple of important things to know about proofs. First, make sure you look over it carefully and correct any errors before you sign. If there's an error in the final ad and you sign off on it--even if it was correct on the original rough sketch--the newspaper might be reluctant to give you an adjustment.

Second, keep in mind that while you can correct any errors in the proof, this is not really the place to make any major design changes unless you think the design you requested wasn't executed properly. That's because proofs, unlike spec ads, are created during the final production process shortly before it's published, and there's usually little time for the newspaper to make any major changes.

Next: After the ad runs

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