Never! While the newspaper’s ad rep may tell you that its art department can produce a great ad for free, don’t 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?
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.

?What is the best day to run my ad?
This depends on the product or service category you fall into. For example, Wednesday is “food” day in most newspapers. If you are offering a food product or service, Wednesday would provide you with the optimum opportunity for reaching your target audience—people interested in food-related purchases. For more general products or services, one day of the week is as good as the next.

?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 its positioning won’t 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, don’t 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 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 consumer’s 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!

If you offer downscale products or low-cost services, consider giving a free newspaper your first advertising shot. If you offer more upscale offerings, stick with the paid publications.