Small business owners tend to have a common problem: where can they go to find effective cheap advertising?
It used to be that a small business' best low-cost advertising bet was radio. Radio is still quite affordable in many communities, but ad rates have gone through roof in many others.
This leaves lots of small businesses with nowhere to go for local advertising. Fortunately, America's oldest form of mass media is coming to rescue. Many cities are seeing a big return of neighborhood newspapers.
Small neighborhood papers focus on a particular part of town. They carry news on events within a few mile radius of their readers. Neighborhood papers also work hard to appeal to businesses in their immediate area.
One consumer told me she pays closer attention to ads in her neighborhood paper. "I know they're all a very short drive away. The big daily paper is advertising stores that are an hour or more away," she said.
Neighborhood papers not only feature far lower rates than larger papers, they let you tightly focus on a particular part of town. Specific neighborhoods feature specific income levels and lifestyles. This helps you target your ads more than you can with other kinds of local advertising.
Direct Response TV is also a great place to find cheap advertising. Just like any other kind of direct response marketing, television's response rates can be low. But there are so many people watching TV that it doesn't take a very high response rate to keep you awash in sales.
Nothing gets direct response on TV like infomercials. The best feature exciting video on a popular subject related to product being sold. The product is marketed during program's six minutes of commercials. Three two-minute commercials are common.