Without a shadow of a doubt, newspaper advertising is one of most cost effective ways of reaching your intended audience. Advertising in newspapers makes a lot more sense when companies are trying to build a local reach. As newspapers are regional in nature, even small businesses with a limited media budget can use it to induce local customers to take notice. Newspapers can also be utilized in a variety of other ways for marketing and PR campaigns. Newspapers are an extremely versatile way, of gaining an almost instantaneous leverage for your organization. But even if you use it as a purely advertising medium, you will never be short of options.

For small companies, print classified advertising is of the most cost-effective and successful means of advertising available. Even though classifieds provide no protection against competition, meaning ads of competing firms and companies will probably be placed right next to yours, you can still gain a lot from classifieds, by following the three important rules of print advertising:

· Interesting ad copy.
· Targeting the right market.
· Repetition of the advertising within the market.

Let’s start with how a good ad copy ought to be written. What you need to realize is that a good ad copy can’t just be written by anyone. It always pays to hire the services of a talented copywriter whom you can brief about your company and the message that you would like to get across. But still, a good ad copy has three main parts – the headline (or the all important one-liner), the body copy (the product/service information) and the call to action information (important contact addresses and phone numbers). If your budget allows it, then make sure your ad appears in color. Color increases the visibility of the ad and increases the response rate by 40% to 55%.

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