Consider Audience
Daily newspapers target mass audiences. Smaller newspapers and magazines target more specific audiences. For example, some small newspapers and magazines specifically target readers who live in a specific neighborhoods while others target only readers who are sports fans. Still others seek only readers who are young people or who are elderly, or who are interested in the outdoors, or who are interested in the arts, or a myriad of other demographic categories.
photo by Pulitzer Prize winner Joe Marquette
All of these publications may target specific audiences within their pages, offering special sections such as Main News, Sports, Finance, Lifestyle, etc.
Knowledge of target audiences helps you get in front of the readers most likely to read and act upon your ad.
Placement Within the Newspaper or Magazine
Classified Advertising
Two separate advertising departments are available to advertisers. The first is the "classified" department and the second is the "display" department which may also be referred to as "retail."
photo by Pulitzer Prize winner Joe Marquette
Classified ads appear in the classified section where you find such categories as job listings, rentals, automobiles for sale, travel opportunities and the like. Generally, classified ads are smaller than display ads, and do not contain photos or artwork. They look like directory listings. The ads are classified by category.
There might be a time when it makes sense to put your ad under a specific heading. A great many of the major market newspapers have special sections for car dealers. You could also add a classified ad under the used car heading to expand your reach against potential car buyers.
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