Targeting with Print and Direct Mail
Most major newspapers offer "zone advertising," which allows you to target specific geographic areas of your city. Many cities and towns also have community-oriented newspapers that are published on a weekly or semi-weekly basis. Some are better than others. Check the quality of advertisers that advertise in your community paper for an indication of the paper's popularity. Be aware that most community papers do not have audited circulation figures. Whether your community paper is good for your business is a matter of judgment and what you can learn through your own inquiries. Direct mail is the ultimate offline targeting vehicle, because it allows for narrow targeting. It is expensive, however. But if you sell high-ticket items, such as home improvement services or swimming pools, direct mail may be an ideal targeting vehicle for you.