Ad Design:
First determine an ad design that fits your needs. DePuy Spine has provided several camera-ready ads to choose from (Sample Ads). Pre-developed designs are a low-cost and easy option.

A second alternative is to have an advertising agency design the ad. Factors to consider when developing a newspaper ad with an agency include: photography cost, copywriting skills, agency fees, placement rates and re-design.

When designing an ad, it is more cost-effective to use stock photos. Shooting new photographs can significantly increase the cost. If developing an ad for an event, the final ad copy and graphics should be ready six weeks prior to the event, allowing enough time to place and run the ad well in advance.

Ad Size:
The size of the ad should be related to the message. Large ads offer the advantage of attention through dominance. A good rule of thumb is to buy the size necessary to make the message attractive, readable and understandable. When choosing ad size, remember ad rates are directly proportional to size; as the ad size increases, so does the price.

Selecting Newspapers:
Target newspapers with the identified audience in mind. Research publication options to reach the target audience, like regional editions, special sections, weeklies or specialty papers.

For smaller neighborhoods, research local publications instead of large newspaper publications to reach specific markets.

Ad Placement: Select where the ad will run in the newspaper. Ads on the front or back of the newspaper will capture more attention than those buried in the middle. To capture the target audience's attention, run the ad next to a feature column of interest to the audience. If incorporating public relations, try to tie both the ad and the public relations piece together.

Ad Rates:
Ad rates are usually quoted in column inches. A column inch is one inch high by one column wide. For example, if you purchase ad space that is six inches high and three columns wide, you will be charged for 18 column inches. Some papers base their charge on line rates. Each line is 1/14 of an inch high by one column wide. Volume and quantity discounts are available. The larger the space purchased, the lower the cost per column inch or line.

Frequency discounts are also available based on the size of your ad and how frequently you will run it. Many newspapers also charge different rates based on what is advertised and the specific ad location. Run of the paper (ROP) ads can be placed anywhere at the newspaper's discretion. Preferred positions can be aimed directly at the target audience.

Frequency:
Remember frequency is the key to success in advertising. The ad should run at least twice before an event. The ad should begin two weeks prior to the event and run up to the week of the presentation.