into a newspaper or magazine. These can work well, as they literally fall out at the readers' feet. The problem is, their next stop is generally the trash. You need to work on your headline, so that people stop and read. On the plus side, people will see your ad. The only thing to look out for is multiple inserts. If there will be other inserts along with yours, most people dump the lot in the trash as soon as possible. Try and make sure you are the only one. Hints and Tips: 1. The bulkier your insert the better chance of readership. 2. Make it high quality and gimmicky. 3- Make an offer that people have to respond to. 4. Test and measure. Rating: 2/5 Press Releases This is where you fax, send, or e-mail media outlets a story on your business and encourage them to publish it as free advertising. They will do this only if first, there is a newsworthy angle to your article, and second, that it is well written and almost print ready. Journalists have to fill so much space every day/ week/month-if you make their job easy and give them a good story, they'll consider publishing it. The best way is to call first, and say, I'm just faxing through a really good idea for a story, then fax it. Follow up afterwards. Have a good photo ready to send if requested (if you're only mailing a few, send a photo with the letter), and make sure you include all your contact details so you can be reached 24 hours a day. 62