Advertising in the Local Newspapers. Part 4.
Design and Layout.
Most local papers are extremely text heavy. Not just the editorial, but most of the other ads too.
Local papers are usually very busy looking. Make it as easy as possible for readers to notice and read your ad.
To help your ad stand out, give it a border. This can either be around the outside edge of your ad [like a photo frame] or an internal element of your ad design. For example, using bold blocks of colour as a background to your ad can really help it stand out from the heavy black and white text of the editorial.
And I don't simply mean slapping your logo as large as possible in the right hand corner.