Guide to Using Classified Advertising in Print

Choose a print medium

When it comes to placing classified ads in print, you've got a lot of options, including nationwide daily newspapers, regional dailies, magazines, penny savers, college papers, alternative weeklies and more.

I recommend: Search for rates at a variety of print media at NationwideAdvertising.com or search specifically for free print publications at StarMediaNetwork.com. Both of these services allow you to place classified ads in multiple media.

Target your market

Check the reader demographics of the publications you're considering to make sure they reach your target audience. Some publications allow you to narrow your focus to specific Zip codes so you aren't paying for the entire run. In many cases, the best way to reach a narrow market is through local newspapers, specialty publications with a targeted readership or regional buys in national print publications.

I recommend: Get help identifying your target market and creating a customer profile at eSmallBusiness.com.

Write compelling ad copy

Typical classified ads are only 20 words; weekly shopper ads may be as few as 15 words. The best classified ads have three key elements: a catchy headline, compelling body copy and a call to action that includes a phone number, location or email address.

I recommend: Discover how to write an effective classified ad at AdvertisingResults.com or with "How to Write Classified Ads that get Results Now". NAPS.com (National Ad Placement Service) will help compose or critique your copy and gives you a list of the top words to use to get results.

Consider the costs

Rates vary widely depending on the publication, location, number of ads placed, even the time of year. Expect to pay from as little as $10 to more than $250 for a one-time placement of a 20-word ad in a newspaper or weekly shopper. Lower your per-ad cost by increasing the frequency.

I recommend: If you're planning an ongoing classified ad campaign, ask for a frequency discount. Include classified advertising in your overall marketing budget with a simple software program, such as PlanMagic.

Consider classified display ads

Make your ad stand out with a classified display ad that is larger, has a border and may contain graphical elements. Eye-catching display ads are more expensive but can garner better response.

I recommend: Download samples of classified display ads at LaunchSite.com.

Measure results

Determining if your classified ad campaign is working relatively easy if you include a call to action. Test your ad by placing a few variations of it in different publications to see which ones get the best response. Take the version that got the best results and place that in the other publications. That way, you'll know if it was the ad or the publication that wasn't working.

I recommend: Get more tips on measuring advertising results from MarketingProfs.com or download a study detailing how various media measure up from the Magazine Publishers of America.