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Advertising
4. Choosing a Publication
If you are going ahead with advertising in 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 - check the BRAD website on www.bradinsight.com.
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