Because of the local nature of their operation, most retailers find newspapers, radio, and direct mail the most commonly available choices. However, to reach wider markets, you may consider other media such as magazines, television, billboards, and transportation signs. Some retailers consider them a primary advertising medium for several reasons. They offer the advantages of local coverage and precise timing. In addition, results may be measured in terms of specifically-featured products or prices.
Newspapers also lend themselves to promotional tie-ins such as coupon use of contests.
There is some difference in thought about the best technique for newspaper advertising. Others think it better to have fairly large-sized ads and run them so they really make an impact. Others successfully use the skip method where they run several ads to make an impact and then skip a period of time with no advertising. For example, a retailer may find that the best results are obtained when ads are run just before pay day of a large local industry. If the newspapers you deal with offer special locations, specify the position you want.