Maximize Your Ad Campaign Dollars

Check into discount options. Most publications offer an agency discount of 15 percent; if you act as your own advertising agency, you may qualify. You can also get frequency discounts

for advertising several times in one publication. Monthly magazines, for example, usually offer 3-, 6- and 12-time rates. Moreover, many publications offer retail rates or special rates for other types of businesses.

Buy remnant space. When you purchase leftover space or airtime that a publication or radio station can't fill, you won't get to pick your spots, but you can save anywhere from 30 to 80 percent.

Consider classified ads. The classifieds aren't merely for job openings, and they're available in magazines as well as newspapers. They're much cheaper than standard display ads, and many publications let you run mini display ads in the classifieds. Classified-ad categories include a broad range of consumer and business products and services.