By Rix Quinn, for Mediabids.com

What are the benefits of advertising in a daily newspaper?
A daily generally serves a community of 5,000 or more. It's useful for retail and service business advertisers who want to reach a broad, non-specific audience. In some cases, advertisers can buy a zone -- one specific geographic area -- without buying others. On the downside, dailies have a short "shelf life"...one or two days. The best way to target specific types of customers is by (1) inserting your ad in a section relating to your business (the "sports" section if you're a sporting goods store), or running your ad in a "special section" (the bridal section if you sell wedding dresses).

What are the benefits of a weekly newspaper?
Weeklies serve both large and small communities, and often even neighborhoods. Their targeted circulation and slightly longer "shelf life" make them an ideal buy for product or service providers in a specific area. Like daily papers, they provide a good market to test coupon offers and local promotions.

What are the benefits of a "shopper" newspaper?
These papers often offer blanket coverage (given to every residence) of a community. Many are weeklies. Their presentation of products in a classified ad style allows audience-targeting opportunities. For consumer-to-consumer advertising (garage sales, etc.) they are ideal. On the downside, many are given away free, so readership statistics by product category may not be available. Also, a paper without news stories or local reports may discourage some from reading it.

What are the benefits of advertising in a consumer publication?
These magazines can be either general interest (Time, Newsweek, People, etc) or specific (targeting a special interest or demographic group, like Sports Illustrated or Teen). The general interest magazines offer national exposure, and may also offer regional editions. Like many trade magazines, their glossy paper showcases full-color ads, and their binding (the glue or staples that hold the book together) may offer opportunities to run pre-printed inserts.

What are the benefits of advertising in a trade magazine?
These specialized publications target industries. Just about every industry you can name has at least one book serving it. It's an ideal ad vehicle for anyone wishing to reach manufacturers, distributors, suppliers, retailers, or sales reps for specific products. They're also ideal for advertisers who want to show business people how they can either make or save money.

What are the benefits of a city business newspaper?
They offer advertising opportunities for those who sell products or services to other businesses. Their editorial material often focuses on business expansion, growth and success stories, which often makes reading them a good source of business leads.

What are the benefits of a newsletter?
This is a relatively new medium, but one that's ideal for reaching targeted professional or demographic markets. Editorially, many of these letters choose shorter features for their content. They may or may not run additional colors. Many are published on a monthly or weekly basis.

What are the benefits of a "visitors guide" weekly or monthly magazine?
They're ideal if you're in the hotel/motel, restaurant, entertainment, museum, transportation, or retail business. The audience can be either repeating (local people) or transient (city visitors). Coupons should work well here, as should announcements of special exhibits or displays.


About the Author:
Rix Quinn is a former business magazine writer, editor and publisher, writes marketing columns for several magazines, and gives workshops on niche marketing and sales writing for college and university continuing education programs. He also serves as a journalism consultant for two Texas school districts. 817-920-7999 or e-mail rixquinn@charter.net.

About Mediabids:
Mediabids offers free media planning and buying tools that help you to save time researching publications and negotiating for ad rates in U.S. newspapers and magazines. Ad space is purchased via an auction format where you set the price and publications compete for your advertising dollars - or you can purchase ad space directly from a publication at terrific discounts. Mediabids services are free and there is no obligation to make a purchase (publications pay Mediabids a commission).

You can use Mediabids services yourself by going to www.mediabids.com or call them toll free at 866-236-2259 - and they'll act as your free media planner & buyer. .