If you are selling a specific retail product, the typical sale ad will work. Size, content, placement, and cost all come into the mix. Newspapers are often running specials where you can increase the size of your ad or get color at reduced prices, so always ask. Also, frequency plays an important role in newspaper pricing- the longer run or more ads you commit to run, the bigger the discount of retail pricing you get.

For professional service companies- image ads, or seasonal specials require a different tactic. The normal sale ad we are all used to seeing usually doesn't generate results, because unless you hit someone who needs a lawyer or a plumber at the time you're running your ad, you message just gets overlooked. Professional service ads need frequency- they need to run more often and become regulars in the newspaper to work. We've all noticed the local lawyer ad, or the local snowplow ad, but overlook them until something happens in our life. then- a light goes on, and we remember this ad we see every week in the newspaper. The ad worked, it got us to call- but when we needed the service, not when the professional needed the business!

No matter what the type of ad we design, we always try to do something unique to make an ad stand out from the crowd. Your ad must do something unique to break through the clutter. Like yellow pages, newspaper advertising is an investment, and should have the time and attention paid to it to generate the results you- the business owner- wants. Whether its breaking the border, a different shape, a graphic that grabs attention, shock value, color, reverse, text upside down, or lots of white space, there are many things you can do to make an ad stand out.

Please call Holkar at 603-594-9012 to discuss your newspaper ad design.