We’ve got a small newspaper in our town.  By small, I mean they probably have a circulation of around 25,000.  It has been around for years, it comes to your mailbox free, and its chock-full of community information.

Many, many people are used to the newspaper, its information, and its consistence.  So its no wonder when I peruse through it each week that it’s full of ads from local companies.  The ads aren’t cheap, either.  $75 for a business card-sized ad, per week, with a 6 month agreement.

Not cheap, particularly for very local small businesses.  Yet with (what small business owners must consider) a modest circulation, they must believe that its worth it.  But I think there’s a problem.

Every week when I look through the paper to check out the ads, I’m amazed at the types of businesses that advertise in there.  Game stores, towing companies, payday loan companies and more.  I’d estimate that 60-75% of the ads are for businesses that should be targeting the 40 and under crowd.

Do you see the problem?