frequency (but with better ads), and to increase your reach by including daily newspapers and radio advertising as well. Or, you could choose to try a different approach by trying mailbox drops and direct mail in addition to newspaper advertising for the first time. 60 TIPS FOR GENERATING MORE LEADS Local Newspaper Advertising These papers are usually weekly, and distributed free to the local area. They are becoming more popular as we adopt a far more local or regional focus. Radio, TV, and the Internet can instantly bring you the world news, so the local newspaper is becoming more focused on events in a certain area, and these weekly papers allow even more interaction between the readers and their paper. It really can be a cost-effective way to reach your local market, especially homemakers. The rates are generally affordable, as the paper has a shelf life of at least a week. 90 percent of results come in the first four days, but results will still come in up to six weeks after delivery. Hints and Tips: 1. Get on an early right-hand page. 2. Design the ad yourself with a benefit-oriented headline. 3- Don't use your company name in the headline. 4. Make an offer that people have to respond to-a call to action. 5. Don't be afraid to haggle on price-often these publications will negotiate on rates. 6. Remember that potential readership and actual are two totally different numbers. 7- Test and measure your headlines and placements. Rating: 4/5 57