are generally read by people on their way to work, or people interested in keeping up-to-date with world events. They can be expensive, so you need to make sure your product appeals to a wide group of people in order to make it cost effective. Usually 90 percent of your results come within 48 hours. It's best to test and measure which day of the week works best for you. Usually Saturday and Sunday papers outperform the weekday papers. A good rainy day on Sunday will always boost response. Also, remember to test the section you advertise in. Hints and Tips: 1. Use an early right-hand page (pay extra if you have to). 2. Target your headline to the type of customer you want. 3- Use a good picture and write an advertorial. 4. Test and measure your offers. Rating: 3/5 Television Advertising Usually best suited for products or services with mass appeal and high distribution. Because the ad will be seen by people from diverse demographics and a large geographical area, it needs to be available widely, or accessible by most. Try and add a direct response element, to make it measurable. Image-building TV ads that are not for small business-make yours sell. Consider carefully before going into TV, but don't automatically rule yourself out. There are many companies that have gone on advertorial style programs and, for an outlay of under $5000, have received three or four minutes of air time. That's quite a big sum for many small businesses, but you get a national TV audience for a period of time that really allows you to sell the benefits of your product. It's worked wonders for some, but you need to have a toll-free number 58