Starting & Running a Business All-in-One For Dummies, 4th Edition (UK)

Chapter 4

Creating and Placing Ads

IN THIS CHAPTER

Deciding on your budget

Writing copy and choosing strong visual elements for your print ad

Running your ad in newspapers and magazines

Sending ads via direct mail and email

Advertising outdoors

Way back in 2011 was the tipping point, when more people got their information from the Internet than from newspapers – and when online advertising got most of the ad revenue as well. But research by JWT, the global media firm, shows that over 50 percent of Millennials (people born in the early 1980s to around 2000) would prefer for print to remain a significant factor in their lives, even in the face of ever-increasing digitisation. The same study states that more than eight out of ten American adults would rather read magazines in hard copy than online.

In the same vein, only a few years ago e-readers were set to wipe printed books off the map; however, in October 2015, Waterstones, the UK’s largest brick-and-mortar book retailer, removed ...