Contemplating print

Print advertising encompasses both newspapers (daily and Sunday papers), which is a $49 billion business, and magazines, which is a $21 billion business. Newspapers are obviously a good choice if your business is regional and you’re targeting a broad consumer base; magazines are more-specifically tailored to different readers — for example, a subscriber to Glamour probably isn’t also subscribing to, say, Maxim, though the media kits of each provide the details on the number and demographics of the subscriber base. Using Print Ads offers insight on how to write and design eye-catching print ads, and Buying Ad Space in Print Media offers ideas for how to choose the right publication and negotiate a good rate for your ad.
Keep in mind, though, that many people who used to get information from newspapers and magazines now have the additional option of online subscriptions — to either those same publications or to alternatives that have never been printed on paper but are available only on the Internet. Online Advertising and Investing in Internet Advertising cover how to create and buy ad space in this new media