Newspaper Ads 101

Many years ago, I received a call from "Jane" at the "XYZ Daily Times". After identifying myself as the person qualified to make the advertising decisions, Jane began her pitch. She told me that the newspaper had a special going for retail businesses like mine. For just $6 a column inch we could have a ROP display ad with a 26-week commitment. She went on to tell me that tear sheets were available upon request and any contracts not fulfilled will receive short-rate billing.

We had never placed a newspaper ad and Jane's spiel left me dazed and confused. I realized then that maybe I wasn't qualified to make the advertising decisions. All I really understood from the conversation was that Jane wanted my money and wanted me to sign a contract agreeing to give her that money. I politely declined what may or may not have been a great marketing deal.

Don't miss out on a good advertising opportunity. The newspaper industry has its own terminology and before you buy your first newspaper ad, learn the 'ins and outs' of newspaper advertising.