BUSINESS CLASSIFIED

Kathy J. Kobliski

What It Is: Small, line ads in newspapers, magazines or any print or online publication

Appropriate For: Businesses looking for a low-budget advertising option. It's especially effective for selling small-ticket items, hiring employees, increasing phone-in queries or driving visitors to websites.

Typical Cost: $5 to $100 per line, depending on the publication, geographic areas, time of year, number of ads you buy, and whether you sign a contract or purchase ads on a week-to-week basis. Rates vary greatly, so contact each publication for actual costs. Be sure to specify that you want business rates (and unfortunately, those classifieds cost more than ads placed by individuals for non-business purposes).

How It Works: Classified ads certainly have their place in advertising--just look at the back pages of any newspaper or magazine to see how many businesses use them. The classifieds section is the only section of a publication--with the exception of crossword puzzles--that people read with active engagement, scouring them with a pen or pencil in hand and circling ads of interest.