Press Advertising

Advertising in the press and in directories can be an affordable and effective marketing tool for small businesses. Advertising offers a targeted way of spreading the word about your business to large numbers of people.
There are thousands of different publications. These include national newspapers, regional dailies and weekly papers, free and paid-for local papers, general interest magazines, special interest magazines, trade, technical and professional magazines and in-house magazines. Most people have local directories and also use online directories such as Yell to source local services. Many areas also have local lifestyle publications that are delivered free to targeted postcodes.

You need to gather your own intelligence about response rates. Make each of your advertisements unique, with special telephone hotlines, tailor-made email addresses, response coupons or reference numbers. Use these devices to track which advert is producing the most response. Assess the quality of the responses. How many enquiries lead to sales?