Placing Effective Newspaper Advertisements
For small business professionals, placing advertisements in
newspapers and magazines requires a lot of forethought and
planning. There are many parts to placing an effective ad, the
least of which is designing the ad itself. Consideration must be
made to how and where the advertisement is going to run, as well
as the length and amount of exposure the advertisement will
receive. The following is a basic guide to help you develop the
most effective fitness and personal training advertisement.
Developing an effective advertisement begins not by sitting down
to write copy, but instead begins with research. Find out what
periodicals are available to advertise in, and what periodicals
your clients read. Make a list of local magazines, newsletters,
and newspapers that you would be interested in. Contact the
advertising departments of these periodicals and ask to speak to
your area accounts representative. Many magazines and papers
have reps covering specific areas of your county, city, or
state. When speaking to the person, explain to them who you are
and what you wish to
accomplish. Most representatives are very helpful in making
suggestions regarding proper placement of ads, and may be able
to offer suggestions that you had not yet considered.
When speaking to your local rep, you should make sure to obtain
the following information:
1. Rate Card: Have the rep fax or mail you a current rate sheet
so that you know exactly how much your advertisement will cost.
2. Current Demographics: Each newspaper and magazine tracks the
number and type of people that read their publications. Many
publications also track the spending habits and reading habits
of their demographic. Make sure to obtain a list of the
periodical