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22 - briday, December US, 1989 - North Shore News

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_A Strong Past...A Strong Presence

~. Celebratin

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g 20 years _

FE

po age.
THE VOICE OF NORTH

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PSePN OY TEARS

Get your message across with advertising

YOU'RE A Jocal resident and vou're planning a garage
sale. How can you let the public know about i? You're a
business and you're having a year-end sale. What's an ef-
fective way to get the word out to the public?

AN Classified ad can be placed

Try purchasing advertising space
in the North Shore News.

Advertising comes in two types
— classified and display. Which
you use will depend on your needs
and the audience vou wish to
reach.

Classified advertising is so-called
because the ads are ehassified’’
into different categories such as
items for sale, accommodaii

ion
rentals, employment opportunities,

over the phone, in peron, by mail
or by . The North Shore News
Classified advertising department
is; a@pen more hours than the
classitied departments of any other
community paper and is the onls
community paper open Sundays.
Hours are Monday to Friday, &
am. to 9 pum, and Saturday and
Sunday, 9 a.m. to 4 p.m.

Classified advertising personnel

upcoming everits.

Advertising
increases sales

From page 14
tion,” says Mews advertising diree-
tor Linda Stewart ““We encourage
advertisers to do timely rather than
imave ads (tu deaw business).

She cites the PDP rule — Pic-
ture, Description, Price — for ads,
a formula that encourages custom
ers to visit the place of business for
a ospecifie product or service,
usually offered for a limited time.

As much us possible, ads are
placed in sections of the paper to
which they are relevant, such as
travel, fashion. automotive or
sports.

If a business is not sure what to
advertise and how, there are Il
advertising consultants, cacn with
a geographical territory who can
visit the client’s business to assess
his advertising aeeds, and help
draw up an advertising budget and
plan.

Two staff artists can Cen design
an effective ad oor logo to. the
client's specifications,

“The key,’’ Stewart) says, ‘tis
that the Display Advertising
department is) setup to hei
retailers maximize their i
sales

And, unlike the Editorial
department, where content is in the
hands of writers and editors, the
advertiser is guaranteed chat. his
message will be in the paper.

An interesting twist to the usual
advertising is the cooperative pro-
gram, started five years ago.

When a North Shore News client
advertises a specifie product — a
popular clothing label, for exain-
ple, -- advertising consultants can
contact. that) manufacturer and
have it contribute to the cost of the
ad. Advertising consultants can ac-
tually visit a client’s place of
business and do a co-op audit,
determining which products could
successfully be co-op claims.

What display ads do, explains
Stewart, is act as a kind of extra}:
staff member for the business,
drawing in customers from the
comfort of their favorite armchair.

Adjoining the Display Advertis-
ing department is Real Estate, a
hectic department staffed by just
three people who coordinate a real
estate section that averages a
whopping 48 pages per issue.

Rick Anderson, real estate
advertising representative,
estimates that his department
serves about 30 real estate com-
panies and over 1,000 agents. The
biggest change Co real estate adver-
tising, says Anderson, is that ‘‘it
has become much more
sophisticated than 10 years ago. It

is now an integral part of the'--- 7-7-7 -

North Shore News.””
. 5 24. z
ae A

are trained to help people word
ther ads to get the most inforna-
tion in the purchased space and to
emphasize spec selling, points.
they will explain what abbresia-
Hons are commonly cecognized.

Businesses advertising in the
classifieds will hase a specially-
assigned ad osales representauve

who covers a certain terdtory and
therefore “‘hnows that market
place, speaks knowledgably and
can give information that someone
just taking the ad wouldn't be able
to give says News Classified
Advertising manager Val Stephen-

son,

Corer yet”

Stephenson says classified ads
are goured to people who are fook-
ing for something specific.

“Most classified ad readers have
already decided to buy. * she says.

Classified ads are located itt the
back of the paper.

Display ads, on the other hand.
are found throughout the body of
the paper. Businesses that want to
target readers with specitic inter-
ests Will Often choose to run a
display adotn the seetion of the
paper that focuses an those inter-

ests.
A business wanting ta run
display advertising cant contact the

News to arrange a visit: by a sales
representative, who will help the
business plan an ad campaign,

Regular ads through an ad cam-
paign betp the business keep
“share of mind,” says Stewart.
Getting and keeping this reader
awareness, she says, ‘is the biggest
mouvation in advertising. ft results
in readers knowing where they're
voing before they vet in their cars
to go shopping.”

To place a Classified ad in the
North Shore News call 926-6222
(Wax 988-3227). To contact Display
advertising call 980-0511 (fax
985-1435).

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