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Many businesses take advantage of print media advertising because it is a relatively inexpensive way to reach a wide audience, or a more localized or specific audience. Print media advertising can be done in newspapers, magazines, newsletters, books, and other publications, as well as through mailers, flyers, and even business cards. Choosing the best advertising options for a particular business starts with examining the business's target market and finding publications that will cater to those specific demographics. Contacting a particular magazine or newspaper is a good place to start researching the different target markets the business can reach by advertising in this manner.
Print media advertising campaigns can be executed several ways. One way is to simply design an ad and run it in a particular magazine or newspaper. This is usually a simple process that requires a bit of advanced preparation. The business will purchase advertising space from a newspaper or magazine, and the will then design an ad to fit that advertising space. The rates for ad space will vary according to the magazine or newspaper. Savvy business owners will design a print media advertising campaign that will feature an eye-catching ad with all the pertinent information clearly displayed on it. The ad can be a color ad or black and white, and images may be used as well.
Press releases are effective print media advertising staples that allow a business to give more specific details about a new product, service, event, and so on. Press releases are generally text only, though in some cases photos can be included. The press release must be written well, and it must be brief and to the point. This is a good way to expound upon other ads that may contain far less information. A person reading a press release can glean more information about the company or product, and he or she may be able to find valuable information as to how to discover more about this particular business.
Billboards and posters are also considered to be print media advertising. A billboard is a large structure, often found on the side of highways or roads, on which a business can mount a large ad that will reach passing motorists on a consistent basis. These ads can be more expensive than other types of print media advertising options, but it is a good way for a regional or local business to attract customers that would not otherwise pull off the highway to discover the business.