Advertising can be expensive, but there are plenty of budget-conscious options, too. No matter what you’re spending, your approach should be strategic—don’t squander opportunities to talk with your markets. n Start with your markets/needs list developed in “Get Prepared: Step 2.” What are the media reaching these markets? Radio stations, newspapers, newsletters, etc. Contact them to get their ad rates and schedules. Advertising salespeople can help you with good editorial matches (for example, perhaps there’s a back-to-school segment featuring homework tips for parents). Don’t overlook the obvious like your library’s newsletter. n Before you tap the budget, be sure the expense is worth it. Consider the breadth of coverage and the match between the coverage.
