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Page 48 OCTOBER 2017 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

You'll usually find the name of the company

leasing that space and a telephone number.

Most of these companies handle everything

from the rental to the production of

your ad. If not, they can refer you

to someone who will provide what

every services they don't.

Select the Most Effective Forms of

Print Advertising For Your Store

Mention advertisement and most people immediately

think of something that runs in the

local newspaper. For retailers, newspaper advertising

is, and will likely remain, one of the

preferred means of reaching customers. The

major problem with newspaper advertising,

however, is one shared by all conventional

media: It carries your message to a broad spectrum

of the local populace, only a few of whom

may be the people you need to reach. This

tends to dilute the effectiveness of your advertising spending.

Newspaper advertisements in

the largest markets, served by the large-circulation newspapers,

may seem excessive by your

budget standards.

In recent years, some of these same newspapers

launched what are called zone publications,

special sections of the paper included in editions

destined only for households in certain

zip code areas. If you have demographic date

that indicate the people you want to reach live

only in certain parts of town, these sections can

prove a cost-effective way to get your message

across. Another viable alternative worth investigating is the weekly newspaper.

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