All business owners are eventually confronted with a serious dilemma --how to advertise, in which medium, and which is the
best deal for each dollar spent.

Do newspaper ads out pull radio spots; or is the power of television the only way to go? The answer is different for each business, each situation, each location and each product.

The following are the pros and cons of each medium. Knowing these can help you decide which medium is right for advertising your product.

NEWSPAPERS:

The Good-

? It's fast. An ad in a magazine may take three months to break. A newspaper ad can come out the next day. If you need business fast, this is great.

? Newspapers have wide array of editorial topic selection to match what you are advertising. For example, if you are selling car parts, you can place your ad in the paper's automotive section, or have it placed next to news stories about cars. Newspapers also have international news, local news, etc., all of which help you focus your advertising effort.

? You get a lot of room, if you need it. Remember, long copy always sells better than short copy. The broad area of a newspaper page is ideal for long copy.

? Newspapers can insert your catalog, flyer or whatever preprinted materials you might have