Local newspaper advertising is an option that should be considered, but consider the following pros and cons before making your decision. Newspapers can provide additional message reach and synergy to the national campaign, allow for geographic flexibility and shorter lead times, and provide a significant amount of space in which to place your local contact information. However, newspapers provide limited audience selectivity, are less efficient than most media, have a short message life and the reproduction quality can vary depending on the paper.

When placing newspaper ads, consider the following:

• Buy enough frequency to develop awareness. One insertion per week for the length of your campaign is a good rule of thumb.
• Buy sizes large enough to have impact on the page. In publications with many ads, go larger to stand out.
• Remember that placing more than one ad within a five to six day window will often generate discounts on the media rate you pay.