How to Create Small-Space Newspaper Advertising That Works
(3rd Edition)
Research proves that a typical 2 col. x 5 in. newspaper ad is seen by no more than twelve out of every 100 readers! With odds like that, it's no wonder many advertisers are reluctant to invest in the medium. Yet, there are those retailers and professional advertising people who do use the newspaper—time after time—and use it effectively. Veteran adman Ken Eichenbaum scrutinized their ads and discovered the universal characteristics that make them successful. In this book, he not only outlines the six critical steps to increase readership and response, but also tackles ad components like creativity, size, reproduction quality, image, placement, and frequency. You'll find this book a complete primer for the design, copy, and strategy of small-space newspaper ads. Nearly 50 pages of the book are devoted to actual examples of ads that worked. One reader said this section alone is worth the price of the book.

$34.50
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154 pages, including more than 50 pages of award-winning print ads
ISBN: 0-9620271-5-4

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