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Should I take the newspaper up on its offer to design an ad for me for free?
Never! While the newspaper ad reps may tell you that its art department can produce a great ad for free, do not believe it! The ads that staff newspaper production departments produce are typically terrible. You would be better off hiring a freelancer, even a graphic arts student, and working closely with that person to put together an ad you are really pleased with.

Should I run the same ad repeatedly?
Yes, you should run the same basic ad design or format repeatedly. This will build a company identity for you and create awareness among consumers. It is also easier to come up with one terrific design concept and modify it periodically to meet the requirements of a new product offering or a special sale say, a new headline, a different copy slant, or a different photo than to continually reinvent the ad.

Do I need a photograph or artwork to attract attention?
Many newspaper ads work well without photographs or artwork. This is especially true in the case of service ads. But whether you are running straight copy or an elaborate multi-photo advertisement, your ad must look professional.

How important is position within the newspaper?
People look for ads for certain types of products or services in certain sections of the newspaper, such as auto products in the auto section. If you are offering a category product or service, be sure to run your ad in the appropriate section. If your ad does not fall into a natural category, then positioning will not make much of a difference.

Should I run an ad in my local town newspaper or the metropolitan city newspaper?
You want to target your prospective market as directly as possible. If, for example, you are unlikely to lure customers out of the city to your small town for auto repairs, do not advertise in the metropolitan newspaper.


What about advertisers or free newspapers?
Advertisers and free newspapers are garnering a larger share of total ad expenditures. They do work and are less expensive per thousand readers than are paid publications. Also, the percentage of households purchasing a newspaper has been in a steady decline. Free papers provide full saturation penetration because they are sent directly to the consumers home without request or purchase. This is an attractive proposition for advertisers so much so, in fact, that many traditional papers have created their own free circulation publications!