ABSTRACT
Similar to any business, campaigns need to effectively target media dollars for the best contact-to-cost ratio. Although there are many formats for newspaper ads, this chapter explains few examples that have helped move campaigns forward in the print media. Candidates seeking an office in a small town might be well advised to discard radio and television, focusing on mixes of the other media. Letters to the editor show a voter cares enough about a candidate or ballot measure to take the time to write a letter and get it to the paper. Once published, letters are in the public domain, so the campaign can pull nuggets from them to use in endorsement ads, on a webpage, and in a brochure. With declining readership, newspapers have increased rates for display advertising to the point that they can be out of reach for the down-ballot campaign.
