Advertising

4. Choosing a Publication

If you are going ahead with advertising in the conventional print media, look for a journal that can deliver what you need.

4.1 Ask yourself three key questions.

• Is it read by your potential customers?
• Is it read partly for its advertisements?
• Is it relatively inexpensive to advertise in?

4.2 Many start-ups find that advertising in trade magazines, special interest magazines and local newspapers is highly cost-effective.

• For example, if you sell to caterers, one obvious choice is Caterer & Hotelkeeper, a weekly that is full of information on equipment, suppliers and new products.

4.3 For a comprehensive listing of thousands of publications - and poster sites, websites and radio and TV stations - look in BRAD (a database of UK media information, often available in reference libraries).