DO'S AND DON'TS WHEN WRTING CLASSIFIED ADS

DO WRITE OUT ALL DETAILS in your ad offer. Read it, edit it,

and re-write it for a shorter, money saving effective ad.

"Think small".

DO FOLLOW ALL THE RULES when writing your classified ad. Use

these ideas.

Attention Interest Desire Action

DO USE A NAME with each classified ad including your envelopes.

DO NOT CHARGE for sales letters or circulars.

DO BE HONEST with all your classified ad claims.

DO IDENTIFY your product.

DO WRITE YOUR CLASSIFIED AD simple, clear and direct.

DO USE WORDS EVERYONE KNOWS and everyone will understand what

your are saying.

DO USE A WORD that will benefit a reader.

DO NOT OVERPRICE your product.

DO ADVERTISE FREQUENTLY. Constant exposure creates a familiar

offer with better response.

DO OFFER A MONEY BACK GUARANTEE in your classified ad,

salesletter or circular if possible. An excellent sales

technique!

DO TEST YOUR AD in 2 or 3 smaller, low cost publications.

Record results. Code each ad.

DO READ PUBLICATIONS that relate to your product. Write for ad

rates, paid circulation, discounts and closing dates. Keep

records.

DO HAVE ALL YOUR LITERATURE AND PRODUCTS ready for mailing when

your ad appears in the publication of your choice. Do not delay

in responding.

DO USE THE COPYCAT METHOD. Do what other successful advertisers

are doing. Only with a slight twist, idea or offer.

DO RUN SEVERAL ADS worded differently. Keep records of results.

DON'T OVER ADVERTISE. It can be expensive. If you want to, do

it gradually.

DON'T PRETEND YOU KNOW ALL THE ANSWERS. Because you don't.

Take time to find out what you need to know.

DON'T TRUST YOUR MEMORY. A thought will leave you as quickly as

it came. Always write down a good idea. NOW!

DON'T PLACE YOUR AD in the wrong classification.

DON'T WASTE YOUR MONEY on ad words to amuse or entertain, but

use words to persuade, inform and sell your product.

DO USE A SHORT BUSINESS NAME. Make it easy to pronounce and

remember.

DON'T FORGET THE M.E.D.I.C.S. Motivation. Enthusiasm. Desire.

Image. Creativity. Success!

DON'T GIVE UP. If your ad doesn't pull after a fair exposure,

try re-writing it. One or two different words may do the trick.

DON'T SPEND THE PROFITS. Re-invest the money in more continuous

advertising.

DON'T FORGET, an ad that offers "FREE DETAILS" means writing a

sales letter or circular.

AVOID HIGH TYPESETTING COSTS AND MISTAKES

Getting your price lists, brochures, catalogs or newsletters

typeset does not necessarily have to be a costly procedure.

Keep in mind that the main cost in typesetting is the time

involved in setting type. By minimizing the time needed to

create a typeset piece you can effectively keep your cost down.

The following suggestions can help reduce your typesetting

expense.

Know what you want the FIRST time around. Have a picture in

your mind. Trial and error can be costly. Don't have a

typesetter set it one way, then decide a different format would

look better.

Reduce and eliminate author's corrections by thorough proofing

and re-proofing.

Avoid minimum charges by combining small jobs and having them

set at the same time.

Try to use one family of type to save time and money by avoiding

font changes. The consistent look is better.

Give explicit instructions on marking up copy: type styles,

column widths/margins.

With a large job, such as a brochure or annual report, request a

style setting proof sheet to get approvals before the entire job

is done.

Avoid super rush jobs, especially if you don't really need them.

Avoid lengthy corrections on the phone. You might end up paying

for corrections later that could have been avoided if you had

done your editing on proof sheets.

Get the layout finished and approved before having type set...

the same goes for copy, of course.

Avoid the use of "run-arounds" (reducing the width of the copy

to make room for a photo in the column, for example). If you do

use them, use simple shapes, boxes, squares.

Avoid the use of curved or angular type. Type reading left to

right on a page (for example, this report) is faster and less

expensive to set than copy that is set in a curve or running

sideways on the page.

The use of unjustified text and captions is less expensive than

justified because it sets quicker, costing less time.

Don't depend on the typesetter to read your mind. Be specific.

HOW TO WRITE PROFITABLE CLASSIFIED ADS

Everybody wants to make more money... In fact, most people would

like to hit upon something that makes them fabulously rich! And

seemingly, one of the easiest roads to the fulfillment of these

dreams of wealth, is mail order or within the professional

circles of the business, direct mail selling...

The only thing is, hardly anyone gives much real thought to the

basic ingredient of selling by mail--the writing of profitable

classified ads. If your mail order business is to succeed, then

you must acquire the expertise of writing classified ads that

sell your product or services!

So what makes a classified ad good or bad? First of all, it must

appeal to the reader, and as such, it must say exactly what you

want it to say. Secondly, it has to say what it says in the least

possible number of words in order to keep your operating costs

within your budget. And thirdly, it has to produce the desired

results whether inquiries or sales.

Grabbing the reader's attention is your first objective. You must

assume the reader is "scanning" the page on which your ad appears

in the company of two or three hundred classified ads. Therefore,

there has to be something about your ad that causes him to stop

scanning and look at yours! So, the first two or three words of

your ad are the utmost importance and deserve your careful

consideration. Most surveys show that words or like this. MAKE

BIG MONEY! Easy & Simple. Guaranteed! Limited offer. Send $1.00

These are the ingredients of any good classified

ad---Attention--Interest--Desire--Action...Without these four

ingredients skillfully integrated into your ad, chances are your

ad will just "lie there" and not do anything but cost you money.

What we've just shown you is the basic classified ad. Although

such an ad could be placed in any leading publication and would

pull a good response, it's known as a "blind ad" and would pull

inquiries and responses from a whole spectrum of people reading

the publication in which it appeared. In other words, from as

many "time wasters" as from bona fide buyers.

So let's try to give you an example of the kind of classified ad

might want to use, say to sell a report such as this one...Using

all the rules of basic advertising copywriting, and saying

exactly what out product is, our ad reads:

MONEY-MAKER'S SECRETS! How to Write winning

classified ads. Simple & easy to learn-should

double or triple your responses. Rush $1 to

ABC Sales, 10 Main, Anytown, TX 75001.

The point we're making is 1) You've got to grab the reader's

attention...2) You've got to go "further stimulate" him with

something (catch-phrase) that makes him "desire" the product or

service...4) Demand that he act immediately...

There's no point in being tricky or clever. Just adhere to the

basics and your profits will increase accordingly. One of the

best ways of learning to write good classified ad is to study the

classifieds--try to figure out exactly what they're attempting to

sell--and then practice rewriting them according to the rules

we've just given you. Whenever you sit down to write a

classified, always write it all out--and then go back over it,

crossing out words, and refining your phraseology.

The final ingredient of your classified ad is of course, your

name & address to which the reader is to respond--where he's to

send his money or write for further information.

Generally speaking, readers respond more often to ads that

include a name than to those showing just initials or an the

number of words, or the amount of space your ad uses, the use of

some names in classified ads could become quite expensive. If we

were to ask our ad respondents to write to or send their money to

The Research Writers & Publishers Association, or our advertising

costs would be prohibitive. Thus we shorten our name Researchers

or Money-Makers. The point here is to think relative to the

placement costs of your ad, and to shorten excessively long

names.

The same holds true when listing your post office box number.

Shorten it to just plain Box 40, or in the case of a rural

delivery, shorten it to just RR1

The important thing is to know the rules of profitable classified

ad writing, and to follow them. Hold your costs in line.

Now you know the basics...the rest is up to you.

CLASSIFIED & DISPLAY ADVERTISING 101

Advertising isn't hard to do. You prepare an advertisement or write a

classified ad to sell your product or generate interest to send people more

information. But the way most people make mistakes is either by their

inability to write effective ad copy and by sending it to be published in

the wrong publication. Here are some pointers to follow:

Writing Effective Copy

Never try to sell anything costing more than $5 in a small display ad or a

classified ad. First of all, you don't have enough room to tell people

everything they need to know to entice them to order.

Instead, you need to employ the "Two-Step" method of advertising. Request

the reader to send you $1 or 4 first-class postage stamps for more

information. When they respond, you will send them a brochure, flyer, order

form and cover letter so they can place an order for the real product.

Now that pricing is out of the way lets talk about writing your ad copy.

The best way to learn how is to read the ads other people have written.

Don't copy them word-for-word, but use them as a guide to write your own ads.

Once you get the hang of it, you'll be writing effective ad copy just as well as the pros.

Advertising in the Right Publication. Although this may sound a little

silly and you think it is only common sense to know this - people will often

overlook this fact when choosing the publication they will be advertising in.

Instead, they will look for the lowest price for the amount of circulation

they receive. Unfortunately, this does not work out. Even though you need

to look for good deals that make it easy on your pocketbook, you will be

throwing money away if you don't pre-qualify the publication you choose.

One way of pre-qualifying the publication is to send for a sample copy.

Most publishers will send them to you free of charge for the asking. If you

don't know of any mail order publications, just write to Glenn Bridgeman,

PO Box 10150, Terra Bella CA 93270 or William Lee, Rt 1, Box 10790,

Madisonville TN 37354 and ask them to send you some. (Be sure to enclose

$1 or 4 first-class postage stamps in with your request to offset postage

costs.) If you tell them you are new to mail order and are interested in

publications to advertise in, you certainly will find the $1 you spent is

well worth the effort because both of these publishers are very reputable,

honest and helpful.

Study the publication to see what other people are advertising and how they

are advertising it. Contact some of the people who sell items similar to your

own with the hope of networking with them. You would be surprised how much

free publicity you can get just from corresponding, calling and networking

with others.

Once you locate a publication you want to advertise in, give it a try for

3 months. If you don't get any response or only a few orders, try another

publication. There are millions of them and eventually you will hit the right

target market that will be interested in what you have to sell.

Don't Stop With One Publication. Just because you locate the target market

of people who are interested in purchasing your product there is no reason

you can't advertise in more than one publication. In fact - if you don't,

your ad will become stale. If the same people continue to see your ad every

month they will probably get tired of looking at it. Besides, if they wanted

the product they would have ordered it by now. Don't tire them out! Alternate

different size ads and get rid of ones that don't work well.

Leave your ad running as long as it brings in orders for you but also

advertise in 5, 10, 20 or 50 other publications also to generate a steady

stream of orders and to reach more people.

Key Your Ads. Many beginners in mail order never key their ads so they

know what publication people saw their ads in. In fact, I personally never

did this myself and ended up losing a lot of money. So please don't make the

same mistake I did. Keying your ads means that you place a code of some sort

in your address so that when people write and order something from you, you

immediately will know where they saw your ad. Keep a record of every name

and address of the publisher you send an advertisement to. Record the date

you sent the ad and the date you received a checking copy, proving that your

ad appeared. Also record the "code" you used so you can immediately identify

where it came from.

If your address is "123 Anytown St," it could become "123 Anytown St,

Suite A" for one publication and "Suite B" for another. The postman will

still deliver your mail to "123 Anytown St." Of course, if you live in an

apartment complex and there are apartment numbers you could turn "111 Johnson

Apt A" into "111 Johnson, Apt A-1" for one publication and "Apt A-2" for

another. Post office box addresses are also simple. Turn "PO Box 585" into

"PO Box 585, Dept A-1" for one publication and "Dept A-2" for another.

People will sometimes even change their name on the ad for keying purposes.

You might see the name "Harriet's Recipe Book" instead of Harriet Ranger.

Harriet might also use "Harriet's Cookbook" or even "Harriet's Solution to

Stress" on her ads relating to these products. Use your own imagination and

pretty soon, keying your ads will be a normal part of your life.

Be sure and keep track (on your Record Sheet) of how many responses you

receive from each publication. After 3 months, look over your Record Sheet

and get rid of the publications that didn't do well. You'll go broke if you

spend $10 per month advertising a 2-inch ad if you only receive $1 back in

orders. After awhile you'll be able to see where it pays you to advertise

your particular product and then you can send in larger ads to those

publications. Never stop using this method and you'll never stop getting

orders in your mailbox. It's a win-win situation for everybody!

Tabloids -vs- Adsheets. Another question about advertising that many people

have is whether its better to advertise in tabloids or adsheets. Many people

will sell you information on the best day to mail and the best time of the

year to advertise. They think they have it down to a science and will

convince you of their methods.

However, there is NO set rules that can be employed by everyone. That's

because there are a wide variety of ways to approach various products. If

you sell travel services and read a report that told you not to advertise

during the summer months, you'd go broke. The summer is the travel industry's

biggest money-making season!

Don't get hung up on specific statistics made by people who claim to be

expert researchers. There is no way to determine what is best for you than

to try it yourself and see what works. You are the person in control of your

business and you are where the buck stops. Take advantage of your authority

and try every angle you can think of until you determine what's best for your

company's product and/or service.

Tabloids are a fantastic advertising vehicle and adsheets are too. Sometimes

people feel a small 1" camera-ready ad gets lost in a tabloid filled with

100's of them. This may be true in some circumstances and not true in others.

Do you look at 1" ads in tabloids? Of course you do. You scan the pages and

your eye is always directed to one or two on the page that catches your eye.

Ask yourself "why" they caught your eye. Was it because the ad was placed in

a specific area on the page? Was it because of the headline or the word

"free"?

Classifieds work well in tabloids and adsheets and sometimes they don't,

Look in the back of the Globe or Enquirer. Don't they have page after page

of classified ads? If nobody was reading them and responding to them, the

advertisers wouldn't be submitting advertising to the Globe or Enquirer for

them. So evidently, people DO read classified ads - even if there are 100's

of them. Test the waters and do what works the best for you.

DO 'S AND DON'TS OF WRITING CLASSIFIED ADS

DO WRITE OUT ALL DETAILS in your ad offer. Read it, edit it,

and re-write it for a shorter, money saving effective ad.

"Think small".

DO FOLLOW ALL THE RULES when writing your classified ad. Use

these ideas.

Attention Interest Desire Action

DO USE A NAME with each classified ad including your envelopes.

DO NOT CHARGE for sales letters or circulars.

DO BE HONEST with all your classified ad claims.

DO IDENTIFY your product.

DO WRITE YOUR CLASSIFIED AD simple, clear and direct.

DO USE WORDS EVERYONE KNOWS and everyone will understand what

your are saying.

DO USE A WORD that will benefit a reader.

DO NOT OVERPRICE your product.

DO ADVERTISE FREQUENTLY. Constant exposure creates a familiar

offer with better response.

DO OFFER A MONEY BACK GUARANTEE in your classified ad,

salesletter or circular if possible. An excellent sales

technique!

DO TEST YOUR AD in 2 or 3 smaller, low cost publications.

Record results. Code each ad.

DO READ PUBLICATIONS that relate to your product. Write for ad

rates, paid circulation, discounts and closing dates. Keep

records.

DO HAVE ALL YOUR LITERATURE AND PRODUCTS ready for mailing when

your ad appears in the publication of your choice. Do not delay

in responding.

DO USE THE COPYCAT METHOD. Do what other successful advertisers

are doing. Only with a slight twist, idea or offer.

DO RUN SEVERAL ADS worded differently. Keep records of results.

DON'T OVER ADVERTISE. It can be expensive. If you want to, do

it gradually.

DON'T PRETEND YOU KNOW ALL THE ANSWERS. Because you don't.

Take time to find out what you need to know.

DON'T TRUST YOUR MEMORY. A thought will leave you as quickly as

it came. Always write down a good idea. NOW!

DON'T PLACE YOUR AD in the wrong classification.

DON'T WASTE YOUR MONEY on ad words to amuse or entertain, but

use words to persuade, inform and sell your product.

DO USE A SHORT BUSINESS NAME. Make it easy to pronounce and

remember.

DON'T FORGET THE M.E.D.I.C.S. Motivation. Enthusiasm. Desire.

Image. Creativity. Success!

DON'T GIVE UP. If your ad doesn't pull after a fair exposure,

try re-writing it. One or two different words may do the trick.

DON'T SPEND THE PROFITS. Re-invest the money in more continuous

advertising.

DON'T FORGET, an ad that offers "FREE DETAILS" means writing a

sales letter or circular.

AVOID HIGH TYPESETTING COSTS AND MISTAKES

Getting your price lists, brochures, catalogs or newsletters

typeset does not necessarily have to be a costly procedure.

Keep in mind that the main cost in typesetting is the time

involved in setting type. By minimizing the time needed to

create a typeset piece you can effectively keep your cost down.

The following suggestions can help reduce your typesetting

expense.

Know what you want the FIRST time around. Have a picture in

your mind. Trial and error can be costly. Don't have a

typesetter set it one way, then decide a different format would

look better.

Reduce and eliminate author's corrections by thorough proofing

and re-proofing.

Avoid minimum charges by combining small jobs and having them

set at the same time.

Try to use one family of type to save time and money by avoiding

font changes. The consistent look is better.

Give explicit instructions on marking up copy: type styles,

column widths/margins.

With a large job, such as a brochure or annual report, request a

style setting proof sheet to get approvals before the entire job

is done.

Avoid super rush jobs, especially if you don't really need them.

Avoid lengthy corrections on the phone. You might end up paying

for corrections later that could have been avoided if you had

done your editing on proof sheets.

Get the layout finished and approved before having type set...

the same goes for copy, of course.

Avoid the use of "run-arounds" (reducing the width of the copy

to make room for a photo in the column, for example). If you do

use them, use simple shapes, boxes, squares.

Avoid the use of curved or angular type. Type reading left to

right on a page (for example, this report) is faster and less

expensive to set than copy that is set in a curve or running

sideways on the page.

The use of unjustified text and captions is less expensive than

justified because it sets quicker, costing less time.

Don't depend on the typesetter to read your mind. Be specific.

WRITE PROFITABLE CLASSIFIED ADS

Everybody wants to make more money. In fact, most people would like to hit upon something that makes them fabulously rich! And seemingly, one of the easiest roads to the fulfillment of these dreams of wealth is mail order or within the professional circles of the business, direct mail selling.

The only thing is, hardly anyone gives much real thought to the basic ingredient of selling by mail - the writing of profitable classified ads. If your mail order business is to succeed, then you must acquire the expertise of writing classified ads that sell your product or services!

So what makes a classified ad good or bad? First of all, it must appeal to the reader, and as such, it must say exactly what you want it to say. Secondly, it has to say what it says in the least possible number of words in order to keep your operating costs within your budget. And thirdly, it has to produce the desired results whether inquiries or sales.

Grabbing the reader's attention is your first objective. You must assume the reader is "scanning" the page on which your ad appears in the company of two or three hundred classified ads. Therefore, there has to be something about your ad that causes him to stop scanning and look at yours! So, the first two or three words of your ad are of the utmost importance and deserve your careful consideration. Most surveys show that words or phrases that quickly involve the reader, tend to be the best attention-grabbers. Such words as: FREE... WIN... MAKE BIG MONEY...

Whatever words you use as attention-grabbers, to start your ads, you should bear in mind that they'll be competing with similar attention-grabbers of the other ads on the same page. Therefore, in addition to your lead words, your ad must quickly go on to promise or state further benefits to the reader. In other words, your ad might read something like this: MAKE BIG MONEY! Easy & Simple. We show you how!

In the language of professional copywriters, you've grabbed the attention of your prospect, and interested him with something that even he can do.

The next rule of good classified copywriting has to do with the arousal of the reader's desire to get in on your offer. In a great many instances, this rule is by-passed, and it appears, this is the real reason that an ad doesn't pull according to the expectations of the advertiser.

Think about it - you've got your reader's attention; you've told him it's easy and simple; and you're about to ask him to do something. Unless you take the time to further "want your offer," your ad is going to only half turn him on. He'll compare your ad with the others that have grabbed his attention and finally decide upon the one that interests him the most.

What is being said is that here is the place for you to insert that magic word "guaranteed" or some other such word or phrase. So now, we've got an ad that reads: MAKE BIG MONEY! Easy & Simple. Guaranteed!

Now the reader is turned on, and in his mind, he can't lose. You're ready to ask for his money. This is the "demand for action" part of your ad. This is the part where you want to use such words as: Limited offer - Act now! Write today! Only and/or just...

Putting it all together, then your ad might read something like this: MAKE BIG MONEY! Easy & Simple. Guaranteed! Limited offer. Send $l to:

These are the ingredients of any good classified ad - Attention - Interest - Desire - Action... Without these four ingredients skillfully integrated into your ad, chances are your ad will just "lie there" and not do anything but cost you money. What we've just shown you is a basic classified ad. Although such an ad could be placed in any leading publication and would pull a good response, it's known as a "blind ad" and would pull inquiries and responses from a whole spectrum of people reading the publication in which it appeared. In other words, from as many "time-wasters" as from bona fide buyers.

So let's try to give you an example of the kind of classified ad you might want to use, say to sell a report such as this one... Using all the rules of basic advertising copywriting, and stating exactly what our product is, our ad reads thusly:

MONEY-MAKER'S SECRETS! How To Write winning classified

ads. Simple & easy to learn -should double or triple your

responses. Rush $1 to BC Sales, 10 Main Anytown, TX 75001.

The point we're making is that: l) You've got to grab the reader's attention... 2) You've got to "interest him" with something that appeals to him... 3) You've got to "further stimulate" him with something (catch-phrase) that makes him "desire" the product or service. 4) Demand that he act immediately...

There's no point in being tricky or clever. Just adhere to the basics and your profits will increase accordingly. One of the best ways of learning to write good classified ads is to study the classifieds - try to figure out exactly what they're attempting to sell - and then practice rewriting them according to the rules we've just given you. Whenever you sit down to write a classified, always write it all out - write down everything you want to say - and then go back over it, crossing out words, and refining your phraseology.

The final ingredient of your classified ad is of course, your name, address to which the reader is to respond - where he's to send his money or write for further information.

Generally speaking, readers respond more often to ads that include a name than to those showing just initials or an address only. However, because advertising costs are based upon the number of words, or the amount of space your ad uses, the use of some names in classified ads could become quite expensive. If we were to ask our ad respondents to write to or send their money to The Research Writers & Publishers Association, or to Book Business Mart, or even to Money Maker's Opportunity Digest, our advertising costs would be prohibitive. Thus we shorten our name Researchers or Money-Makers. The point here is to think relative to the placement costs of your ad, and to shorten excessively long names.

The same holds true when listing your post office box number. Shorten it to just plain Box 40, or in the case of a rural delivery, shorten it to just RRl.

The important thing is to know the rules of profitable classified ad writing, and to follow them. Hold your costs in line.

Now you know the basics... the rest is up to you.

229 HOT PLACES TO RUN YOUR CLASSIFIED AD

CLASSIFIED ADVERTISING IS A PROVEN METHOD

Classified advertising has always been, and will continue to be the favorite method for Mail Order "Pros" to advertise. Almost all Mail Order Pros started with these tiny inexpensive ads since they represent the best cost effective way to reach millions of people.

TWO BASIC METHODS

Two basic methods are used with classified advertising. (1) Place an ad offering FREE literature, and then send your literature to all inquiries. A "free" offer will always out pull an ad that requests money, but your overall profits may be larger since you will generate more inquiries. This method is excellent when you are also collecting "Opportunity Seeker" names that you can rent. You should be able to generate fresh National leads for $.20 to $1 using this method. (2) Offer a report for $2 or $3 and then send out other offers with your orders. This eliminates the "Opportunity Seeker" who never buy anything, and your operation is much cleaner and void of "busy" work.

OVER 200 LISTED PUBLICATIONS

The following is a listing of over 200 magazines that offer classified advertising. The first group of magazines represent the mail-order "Pros" favorites, and they will always out pull other magazines for opportunity offers. The second group has been selected from thousands of other magazines (1) they offer classified advertising, and (2) they are the least expensive (Word Cost/Circulation ratio). Notice that the last column provides the Word Cost/Circulation ratio. That is, this ratio shows you how much it will cost you for each word for every 1,000 people who get the magazine. The lower this ratio is, the more cost effective it is. For example, if you were to advertise in the National Enquirer, it would cost $8.95 for each word, and it will cost you $.0023 for each 1,000 persons that get the National Enquirer. In this example, if you placed a 10 word ad, it will cost you $89.50, and it will be sent out to 3,500,000 people.

COST/CIRCULATION RATIOS

This may seem like an expensive ad, but the cost to get your 10 word ad to 1,000 people is only ($.0023 x 10) = $.023! That's right - two cents!! For every 1,000 people! Therefore, learn to evaluate the circulation/cost ratio since this will tell you the relative cost that is important. As a further example, consider advertising in the "Hounds And Hunting" (#238). Here the cost for a word is only $.22. Good Deal? NO! In this case your Word Cost per 1,000 is $.0227. Therefore, your cost to place a 10 word ad per 1,000 people is ($.0227 x 10) = $.227! That's over 10 times more expensive than the National Enquirer! However, if you were selling something for hunting, it might actually pull better than National Enquirer.

ASK FOR RATE CARD

Before you place an ad, write to the magazine and ask for their "Rate Card" for both classified ads and space advertising. You will normally receive a large package containing a sample publication, advertising rates, schedules and discounts offered for multiple insertions placed for sequential publication dates.

This Group of Publications Have Always Proven To Produce Excellent Results For Opportunity Offers:

# MAGAZINE NAME CIRCULATION

1. Globe Group 3,000,000 Weekly

P.O. Box 21

Rouses Point, NY 12979-0021

2. The Star 2,900,000 Weekly

P.O. Box 1510

Clearwater, FL 34617

3. National Enquirer 3,500,000 Weekly

P.O. Box 10178

Clearwater, FL 34617

4. Grier's Almanac 3,011,680 Annually

P.O. Box 888281

Atlanta, GA 30356

5. Field & Stream 2,000,000 Monthly

Two Park Ave

New York, NY 10016-5695

6. Classified, Inc. 25,000,000+ Monthly

100 E. Ohio Street, Suite 632

Chicago, IL 60611

7. Grit 330,496 10 times/yr

Stauffer's Magazine Group

1503 S.W. 42nd St.

Topeka, KS 66609-1265

8. Capper's 353,422 26 times/yr

Stauffer's Magazine Group

1503 S.W. 42nd St.

Topeka, KS 66609-1265

9. Popular Science 1,861,155 Monthly

2 Park Ave.

New York, NY 10016

10. Popular Mechanics 1,633,210 Monthly

224 West 57th Street

New York, NY 10019

11. The Workbasket 2,726,000 6 times/yr

700 West 47th St., Suite 310

Kansas City, MO 64112

12. Home Mechanix 1,003,244 Monthly

2 Park Ave.

New York, Ny 10016

13. Crafts 'N Things 287,828 8 times/yr

701 Lee St. #1000

Des Plaines, IL 60016

14. The Family Handyman 1,000,000 10 times/yr

28 W. 23rd Street

New York, NY 10010

15. Workbench 1,025,000 6 times/yr

700 West 47th St., Suite 310

Kansas City, MO 64112

16. Crafts Magazine 1,000,000 Monthly

P.O. Box 1790

Peoria, IL 61656

17. Money Making Opportunities 222,000 8 times/yr

11071 Ventura Blvd.

Studio City, CA 91604

18. Spare Time Magazine 301,000 9 times/yr

5810 W. Oklahoma Ave.

Milwaukee, WI 53219

19. INC. Magazine 647,211 Monthly

38 Commercial Wharf

Boston, MA 02110-3883

20 Fate 200,000 Monthly

Llewellyn Publications

Box 64383

St. Paul, MN 55164

21. Income Opportunities 400,000 Monthly

1500 Broadway, Suite 600

New York, NY 10019

22. Success 1,200,000 10 times/yr

PO Box 570

Clearwater, FL 34617-0570

23. Book Business Mart 50,000 3 times/yr

Premier Publishers

P.O. Box 330309

Fort Worth, TX 76163-0309

24. Opportunity & Income Plus 250,000 Monthly

73 Spring Street #303

New York, NY 10012

25. Entrepreneur 1,700,000 Monthly

P.O. Box 570

Clearwater, FL 34617-0570

26. Black Enterprise 240,000 Monthly

130 Fifth Ave.

New York, NY 10011

27. Mail Profits 15,000 6 times/yr

P.O. Box 4785

Lincoln, NE 68504

This Group Represents More Good Magazines With Low Cost/Circulation Ratios

28. Hemmings Motor News 261,551 Monthly

P.O. Box 256 Rt 9 West Blvd

Bennington, VT 05201

29. The Old Farmers Almanac 4,400,000 Annually

PO Box 520/Main Street

Dublin, NH 03444

30. The Ladies Birthday Alman. 3,803,450 Annually

1715 W. 38th St.

Chattanooga, TN 37409

31. Cat Fancy 237,528 Monthly

2401 Beverly Blvd.

Los Angeles, CA 90057

32. The Antique Trader Weekly 190,000 Weekly

P.O. Box 1050

Dubuque, IA 52001

33. Cars and Parts 106,111 Monthly

PO Box 482

911 Vandermark Rd.

Sidney, OH 45365

34. The American Rifleman 1,372,371 Monthly

470 Spring Park Place

Herndon, VA 22070

35. The American Hunter 1,359,643 Monthly

470 Spring Park Place

Herndon, VA 22070

36. Railfan and Railroad 144,216 Monthly

Carsten's Publications, Inc.

P.O. Box 700

Newton, NJ 07860

37. Bird Talk 123,134 Monthly

PO Box 57900

2401 Beverly Blvd.

Los Angeles, CA 90057-0900

38. Model Railroader 181,683 Monthly

1027 N. 7th St.

Milwaukee, WI 53233

39. Sports Collectors Digest 43,361 Weekly

700 East State St.

Iola, WI 54990

40. Muscle Car Review 71,235 10 times/yr

Dobbs Publishing Group, Inc.

3816 Industry Boulevard

Lakeland, FL 33811

41. The American Legion Magazine 3,004,913 Monthly

PO Box 1055

Indianapolis, IN 46206

42. Crochet World 72,300 6 times/yr

House of White Birches

306 East Parr Rd

Berne, IN 46711

43. Gun Week 20,000+ Weekly

Box 488 Station C

Buffalo, NY 14209

44. Quiltworld 71,000 6 times/yr

House of White Birches

306 East Parr Rd.

Berne, IN 46711

45. Woodman of the World Mag. 466,625 Monthly

1700 Farnam St.

Omaha, NE 68102

46. California Senior Citizens 69,000 Monthly

4805 Alta Canyada Road

La Canada, CA 91011

47. Sew News 235,000 Monthly

P.O. Box 1790 - News Plaza

Peoria, IL 61656

48. American Motorcyclist 176,169 Monthly

33 Collegeview Road

Westerville, OH 43081

49. American Collector's Journal 50,926 Bi-Monthly

P.O. Box 407

Kewanee, Il 61443

50. Shooting Times 196,441 Monthly

News Plaza

PO Box 1790

Peoria, IL 61656

51. 58 Dog Fancy 135,320 Monthly

2401q Beverly Blvd.

Los Angeles, CA 90057

52. Guns Magazine 205,619 Monthly

Publisher's Development

591 Camino de la Reina, Ste. 200

San Diego, CA 92108

53. National History 511,463 Monthly

488 Madison Ave.

New York, NY 10022

54. Baseball Digest 297,490 Monthly

Trump Card Marketing

222 Cedar Lane

Teaneck, NJ 07666

55. Farm Journal 730,145 13 times/yr

230 W. Washington Sq.

Philadelphia, PA 19106-3599

56. The Farmer 118,459 21 times/yr

1999 Shepard Rd.

St. Paul, MN 55116

57. Finescale Modelier 77,748 Bimonthly

1027 N. 7th St.

Milwaukee, WI 53233

58. Trains 91,749 Monthly

1027 N. 7th St.

Milwaukee, WI 53233

59. Good Old Days 72,500 Monthly

House of White Birches

306 East Parr Rd.

Berne, IN 46711

60. Dune Buggies & Hot VW's 107,302 Monthly

2950-A7 Airway Ave.

Costa Mesa, CA 92626

61. American Handgunner Magazine 179,751 6 times/yr

Publishers Development

591 Camino de la Reina, Ste. 200

San Diego, CA 92108

62. Fur-Fish-Fame 172,847 Monthly

2878 E. Main Street

Columbus, OH 43209

63. Changing Times 1,372,867 Monthly

1729 H St., N.W.

Washington, DC 20006

64. B'NAI B'RITH JEWISH MONTHLY 171,457 Monthly

823 United Nations Plaza

New York, NY 10017

65. QST 161,442 Monthly

225 Main Street

Newington, CT 06111

66. Railroad Model Craftsman 72,315 Monthly

Carsten's Publications, Inc.

P.O. Box 700

Newton, NJ 07860

67. Power Boat 83,224 11 times/yr

15917 Strathern St.

Van Nuys, CA 91406

68. Saturday Evening Post 500,000 6 times/yr

1100 Waterway Blvd.

Indianapolis, IN 46202

69. Successful Farming 575,686 14 times/yr

Locust at 17th

Des Moines, IA 50336

70. Hunting 311,715 Monthly

8490 Sunset Blvd.

Los Angeles, CA 90069

71. Michigan-Out-Of-Doors 101,066 Monthly

2101 Wood St.

Lansing, MI 48912

72. The Rotarian 510,000 Monthly

1560 Sherman Ave.

Evanston, IL 60201

73. Car and Driver 900,691 Monthly

1515 Broadway

New York, NY 10036

74. Organic Gardening 1,188,335 Monthly

33 E. Minor St.

Emmanus, PA 18098

75. Country Music City News 500,000 Monthly

50 Music Square West, 6th Floor

Nashville, TN 37203-3246

76. Bowling 131,351 6 times/yr

5301 South 76th Street

Greendale, WI 53129-0500

77. Motor Trend 738,964 Monthly

8490 Sunset Blvd

Los Angeles, CA 90069

78. Soldiers of Fortune 105,000 Monthly

P.O. Box 693

Boulder, CO 80306

79. W.C. - Cross Stitch 72,851 Bimonthly

306 East Parr Rd

Berne, IN 46711

80. Equus 138,011 Monthly

656 Quince Orchard Rd.

Gaithersburg, MD 20878

81. Our Sunday Visitor 115,000 Weekly

200 Noll Plaza

Huntington, IN 46750

82. W.C.- Home Cooking 68,265 Monthly

306 East Parr Road

Berne, IN 46711

83. Flower and Garden 4,171,000 6 times/yr

700 West 47th. St., Suite 310

Kansas City, MO 64112

84. Full Cry 33,955 Monthly

Gault Publications

P.O. Box 10

Boody, IL 62514

85. American Cage-Bird Mag. 40,000 Monthly

One Glamore Court

Smithtown, NY 11787

86. Prorodeo 26,567 Bi-weekly

101 Prorodeo Dr.

Colorado Springs, CO 80919

87. Football Digest 203,182 10 times/yr

Trump Card Marketing

222 Cedar Lane

Teaneck, NJ 07666

88. Guns & Amo 521,638 Monthly

8490 Sunset Blvd.

Los Angeles, CA 90063

89. Modern Photography 650,386 Monthly

825 Seventh Ave.

New York, NY 10019

90. Family Motor Coach Association 98,000 Monthly

8291 Clough Pike

Cincinnati, OH 45244

91. The Highlander 38,000 7 times /yr

P.O. Box 397

Barrington, IL 60011

92. Craft Art Needlework Digest 101,189 Bimonthly

P.O. Box 584

Lake Forest, IL 60045

93. Yankee 2,900,000 Monthly

Yankee Publishing, Inc.

4850 Gaidrew Road

Alpharetta, GA 30201

94. National Speed Sport News 75,000 Weekly

P.O. Box 608

79 Chestnut Street

Ridgewood, NJ 07451-0608

95. National Review 240,000 25 times/yr

150 E. 35 Street

New York, NY 10016

96. Collectors Mart 86,623 6 times/yr

P.O. Box 12830

Wichita, KS 67277

97. Lapidary Journal 35,982 Monthly

P.O. Box 80937

San Diego, CA 92138

98. Easyriders 356,590 Monthly

28210 Dorothy Dr.

Agoura Hills, CA 91301

99. Video Review 450,001 Monthly

902 Broadway

New York, NY 10010

100. Basketball Digest 104,238 8 times/yr

Trump Card Marketing

222 Cedar Lane

Teaneck, NJ 07666

101. Winning! Newsletter 100,000 Monthly

5300 City Plex Tower

Jenks, OK 74037-5300

102. Teddy Bear and Friends 60,743 6 times/yr

900 Fredrick Street

Cumberland, MD 21502

103. Women's Circle 49,100 6 times/yr

House of White Birches

306 East Parr Road

Berne, IN 46711

104. Shutterbug 90,000 Monthly

PO Box F

Titusville, FL 32781

105. High Fidelity 300,172 Monthly

825 7th Ave.

New York, NY 10019

106. Skiing 440,370 7 times/yr

1515 Broadway

New York, NY 10036

107. Soundings 105,606 Monthly

33 Pratt St.

Essex, CT 06426

108. Motorcyclist 209,757 Monthly

8490 Sunset Blvd.

Los Angeles, CA 90069

109. Horoscope 104,200 Monthly

245 Park Ave.

New York, NY 10167

110. Practical Homeowner 708,504 9 times/yr

33 E. Minor St.

Emmaus, PA 18048

111. Bassmaster 530,757 Monthly

One Bell Rd.

Montgomery, AL 36117

112. Antique Monthly 66,243 Monthly

P.O. Drw. 2

Tuscaloosa, AL 35402

113. Pipe Smoker 25,000 Monthly

P.O. Box 22085

Chattanooga, TN 37422

114. Banana Republic Trips Mag. 300,000 Monthly

One Harrison St.

San Francisco, CA 94105

115. Camping & RV Magazine 20,000 Monthly

P.O. Box 337

Iola, WI 54945

116. Women's Household 39,200 Quarterly

House of White Birches

306 East Parr Road

Berne, IN 46711

117. Body, Mind & Spirit 152,000 Monthly

P.O. Box 701

Providence, RI 02401

118. Cycle 373,398 Monthly

1515 Broadway

New York, NY 10036

119. Today's Chicago Woman 125,000 Monthly

200-West Superior, #400

Chicago, IL 60610

120. Lottery Player's Magazine 180,127 Monthly

321 New Albany Rd.

Moorestown, NJ 08057

121. Video 407,050 Monthly

460 W. 34th St

New York, NY 10001

122. Archery 113,023 Monthly

319 Barry Ave. Suite 101

Wayzata, MN 55391

123. The Quarter Horse Journal 67,664 Monthly

2701 I-40 East P.O. Box 200

Amarillo, TX 79168

124. W.C. - Country Needlecraft 44,508 Monthly

306 East Parr Rd.

Berne, IN 46711

125. Modern Drummer 78,400 Monthly

870 Pomton Ave.

Cedar Grove, NJ 07009

126. International Travel News 26,109 Monthly

2120 28th St.

Sacramento, CA 95818

127. Worldradio 25,833 Monthly

2120 28th St.

Sacramento, CA 95818

128. Kiwanis 279,249 Monthly

3636 Woodview Trace

Indianapolis, IN 46268

129. Power and Motoryacht 135,319 Monthly

1234 Summer St.

Stamford, CT 06905

130. Modern Electronics 75,241 Monthly

76 N. Broadway

Hicksville, NY 11801

131. Sail 175,212 Monthly

100 First Ave

Charlestown, MA 02129

132. The Lutheran 1,083,181 Monthly

426 S. Fifth Ave.

Minneapolis, MN 55448

133. Americana 325,186 Monthly

29 W. 38th St.

New York, NY 10018

134. The Horse Trader 28,370 Monthly

P.O. Box 728

Middlefield, OH 44062

135. Passenger Train Journal 16,151 Monthly

P.O. Box 6128

Glendale, CA 91205

136. Runner's World 451,512 Monthly

33 E. Minor St.

Emmaus, PA 18049

137. The Log 46,960 Monthly

P.O. Box 89309

San Diego, CA 92318

138. Harvard Magazine 186,677 Monthly

7 Ware St.

Cambridge, MA 02138

139. Horse Illustrated 135,609 Monthly

25025 I-45 North, Suite 390

Spring, TX 77380

140. Trailer Boats 72,501 Monthly

20700 Belshaw Ave.

Carson, CA 90746

141. Skip 35,400 Monthly

P.O. Box 404

Bala Cynwyd, PA 19004

142. Trailblazer 94,572 Monthly

15375 S.E. 30th Place

Bellevue, WA 98007

143. Saltwater Sportsman 128,521 Monthly

186 Lincoln St.

Boston, MA 02111

144. Midwest Outdoors 37,773 Monthly

111 Shore Dr.

Burr Ridge, IL 60521

145. Golf 912,157 Monthly

380 Madison Ave.

New York, NY 10017

146. Southern Outdoors 288,963 Monthly

P.O. Box 17915

Montgomery, AL 36141

147. Cats Magazine 129,332 Monthly

445 Merrimac Dr.

Port Orange, FL 32019

148. The Western Horseman 162.369 Monthly

3850 N. Nevada Ave.

Colorado Springs, CO 80933

149. Guitar World 128,823 Monthly

1115 Broadway

New York, NY 10010

150. Mother Jones 183,864 Monthly

1633 Misson St.

San Francisco, CA 94103

151. Flying Models 27,073 Monthly

Box 700

Newtown, NJ 07860

152. Golf Digest 1,239,100 Monthly

5520 Park Ave.

Trumbull, CT 06611

153. Fishing World 341,215 6 times/yr

700 West 47th St., Suite 310

Kansas City, MO 64112

154. The Christian Herald 142,376 Monthly

40 Overlook Dr.

Chappaqua, NY 10514

155. UCLA Monthly 186,000 Monthly

1633 Westwood Blvd., Ste 110

Los Angeles, CA 90024

156. Video Marketplace 140,000 Monthly

990 Grove St.

Evanston, IL 60201

157. The Owner Builder 66,150 Monthly

1516 Fifth St.

Berkeley, CA 94710

158. Pennsylvania Sportsman 65,490 Monthly

P.O. Box 5196

Harrisburg, PA 17110

159. Woodenboat 103,180 Monthly

P.O. Box 78

Brooklyn, ME 04616

160. The Ensign 54,534 Monthly

P.O. Box 31664

Raleigh, NC 27622

161. Small Boat Journal 57,103 Monthly

Box 400

Bennington, VT 05201

162. Women's Sports and Fitness 300,708 Monthly

809 S. Orlando Ave., Ste H

Winter Park, FL 32789

163. Dirt Bike 131,930 Monthly

10600 Sepulveda Blvd.

Mission Hills, CA 91345

164. True West 32,939 Monthly

P.O. Box 2107

Stillwater, OK 74076

165. Jazz Times 49,237 Monthly

8055 13th St., Suite 301

Silver Springs, MD 20910

166. Tours & Resorts 194,716 Monthly

990 Grove St.

Evanston, IL 60201

167. Hockey Digest 103,506 Monthly

Trump Card Marketing

222 Cedar Lane

Teaneck, NJ 07666

168. Canoe 64,060 Monthly

P.O. Box 3146

Kirkland, WA 98083

169. The Nation 79,978 Monthly

72 5th Ave

New York, NY 10011

170. World Tennis 383,059 Monthly

3 Park Ave.

New York, NY 10016

171. The BackStretch 25,380 Monthly

19363 James Couzens Hwy.

Detroit, MI 48235

172. Motor Boating and Sailing 141,463 Monthly

224 W. 57th St.

New York, NY 10019

173. Car Collector/Car Classics 31,318 Monthly

P.O. Box 28571

Atlants, GA 30328

174. Circus 281,842 Monthly

3 West 18th St.

New York, NY 10011

175. National Lampoon 250,002 Monthly

155 Avenue of the Americas

New York, NY 10013

176. Total Health 71,010 Monthly

6001 Topanga Canyon Rd.

Woodland Hills, CA 91367

177. Bestways 161,815 Monthly

P.O. Box 2028

Carson City, NV 89702

178. Writer's Digest 220,196 Monthly

1507 Dana Ave.

Cincinnati,OH 45207

179. Boating 188,057 Monthly

1515 Broadway

New York, NY 10036

180. Horticulture 178,508 Monthly

20 Park Plaza, Suite 1220

Boston, MA 02116

181. New Age 151,730 Monthly

342 Western Ave.

Brighton, MA 02135

182. N.J. Hunting and Fishing 15,000 Monthly

P.O. Box 100

Somerdale, NJ 08083

183. Dog World 64,732 Monthly

29 North Wacker Dr.

Chicago, IL 60606

184. Outdoor America 43,422 Monthly

1701 N. Ft. Meyer Dr.

Arlington, VA 22209

185. Sport Fishing 109,384 Monthly

809 South Orlando Ave.

Winter Park, FL 32789

186. Old West 28,385 Monthly

P.O. Box 2107

Stillwater, OK 74076

187. Treasure 22,679 Monthly

6745 Adobe Rd.

29 Palms, CA 92277

188. Petersen's Photo Magazine 283,010 Monthly

8490 Sunset Blvd.

Los Angeles, CA 90069

189. Fine Woodworking 296,773 Monthly

P.O. Box 355

Newtown, CT 06470

190. Old House Journal 97,948 6 times/yr

69th & Seventh Ave.

Brooklyn, NY 11217

191. Snowmobile 419,478 Monthly

319 Barry Ave.S., Suite 101

Wayzata, MN 55391

192. Lost Treasure 41,423 Monthly

P.O. Box 937

Bixby, OK 74008

193. Cycle News 60,700 Monthly

2201 Cherry Ave.

Long Beach, CA 90806

194. Yachting 136,028 Monthly

1515 Broadway

New York, NY 10036

195. The N.Y. Review of Books 114,234 Monthly

250 E. 57th St.

New York, NY 10107

196. American Film 133,232 Monthly

3. E. 54th St.

New York, NY 10022

197. Pure-Bred Dogs Amer. Kennel 53,950 Monthly

51 Madison Ave.

New York, NY 10010

198. Knitting Digest 25,600 6 times/yr

House of White Birches

306 East Parr Rd.

Berne, IN 46711

199. American Photographer 254,107 Monthly

1515 Broadway

New York, NY 10036

200. Saturday Review 200,000 Monthly

214 Massachusetts Ave. N.E.

Washington, DC 20002

201. Human Events 36,695 Monthly

422 1st St. S.E.

Waashington, DC 20037

202. American Business 104,772 Monthly

1775 Broadway

New York, NY 10019

203. Classic Toy Trains 10,000 Monthly

11027 North Seventh St.

Milwaukee, WI 53233

204. Auto Racing Digest 44,124 Monthly

Trump Card Marketing

222 Cedar Lane

Teaneck, NJ 07666

205. Soccer Digest 27,929 Monthly

Trump Card Marketing

222 Cedar Lane

Teaneck, NJ 07666

206. High Technology Business 203,678 Monthly

214 Lewis Wharf

Boston, MA 02110

207. The Western Boatman 23,961 Monthly

20700 Belshaw Ave.

Carson, CA 90746

208. Archaeology 105,146 Monthly

15 Park Row

New York, NY 10038

209. Motorcross Action 92,257 Monthly

10600 Sepulveda Blvd.

Mission Hills, CA 91345

210. Threads 125,913 Monthly

P.O. Box 355/63 S. Main St.

Newtown, CT 06470

211. UTNE Reader 67,449 Monthly

2732 West 43rd St.

Minneapolis, MN 55410

212. Yoga Journal 44,819 Monthly

2054 University Ave.

Berkley, CA 94704

213. Practical Horseman 55,752 Monthly

Gum Tree Corner

Unionville, PA 19375

214. Dirt Wheels 88,632 Monthly

10600 Sepulveda Blvd.

Mission Hills, CA 91345

215. Hounds and Hunting 9,697 Monthly

Box 372

Bradford, PA 16701

216. Backpacker 172,111 Monthly

1515 Broadway

New York, NY 10036

217. Bowling Digest 104,159 Monthly

Trump Card Marketing

222 Cedar Lane

Teaneck, NJ 07666

218. Darkroom Photography 70,508 8 times/yr

9021 Melrose Ave.

Los Angeles, CA 90069

219. Miniature Collector 23,602 Quarterly

170 5th Ave.

New York, NY 10010

220. Gun Dog 62,973 Bimonthly

1901 Bell Ave., Suite 4

Des Moines, IA 50315

221. BLUMS FARMERS ALMANAC 100,000 Annually

3301 Healy Dr. S.W.

Winston-Salem, NC 27103

222 The Magazine Antiques 60,578 Monthly

980 Madison Ave.

New York, NY 10021

223. Hispanic Business 107,875 Monthly

360 S. Hope Ave., Suite C.

Santa Barbara, CA 93105

224. Linn's Stamp News 74,082 Weekly

P.O. Box 29

Sidney, OH 45365

225. Sel!ing 100,000 Quarterly

PO Box 570

Clearwater, FL 34617-9862

226. Mustang Monthly Monthly

Dobbs Publishing Group, Inc.

3816 Industry Boulevard

Lakeland, FL 33811

227. Super Ford Monthly

Dobbs Publishing Group, Inc.

3816 Industry Boulevard

Lakeland, FL 33811

228. Corvette Fever Monthly

Dobbs Publishing Group, Inc.

3816 Industry Boulevard

Lakeland, FL 33811

229. Mopar Muscle 6 times/yr

Dobbs Publishing Group, Inc.

3816 Industry Boulevard

Lakeland, FL 33811

DISCLAIMER: The publishing business is a fickle one and magazines come and go rapidly. Please check the list of references against the current year issue of Witer’s Market (available in any library or bookstore).

HOW TO MAKE A FORTUNE WITH CLASSIFIED ADS

Are you ready to make money - lots of it? Can you spare a little time and just a few dollars? If you are prepared to fulfill your dreams and realize your goals, mail order classified ads are your ticket to success.

You have what it takes - right now. Classifieds are the best dollar-for-dollar return in advertising, and you can earn a high profit on your product investment.

Classified ads are the easiest to write, the easiest to place, and cost the least. They require only a simple follow-up, and bring in hundreds of dollars of sales.

People read classified ads for a purpose. They aren't interrupted - as in most advertising - and are specifically looking for products, services and information that appeal to them. As well-placed classified ads will bring hundreds - thousand - of replies month after month, year after year.

You don't have to have a special background to make money with mail order classifieds. Any beginner can realize a steady second income or develop a stable, full-time business through classified ads.

But you have to be persistent. You must WANT TO MAKE MON_EY, and be willing to stick with it. If you do, you will find that being successful is easy - just follow the steps, one by one, climbing the ladder to the top.

WHAT SHOULD I SELL?

Take a look at the classified ads in the magazines and tabloids you read. They are filled with offers for services, products and information. And they sound good. The ads show enthusiasm about the materials being offered.

What gets you going? There are many things you find of special interest constantly. Could you offer those for sale? Do you have a special trade or service that can be conducted by mail? Maybe you have a product to distribute, such as stamps or coins, a timesaving gadget, or a do-it-yourself kit. Or perhaps you can tap into wholesale or surplus goods that you can sell at a good profit. Bargains are always in demand.

The most successful type of mail order product is INFORMATION. Specialized information in the form of ideas, money-savers of self-improvement can be easily produced on a low budget and readily SOLD AT A HUGE PROFIT.

Information in the form of how to make or do something is a constant best-seller. People are always looking for simpler, or cheaper, or better ways to improve their crafts. What can you offer?

THE 2-STEP APPROACH

The proven method of selling mail order items of information is called the two-step approach. Basically, you place a short classified ad in the back of a magazine or tabloid. The ad does not mention price, but tells the reader to write for free details. Once you have an inquiry, you then send information concerning what you have to offer, and watch those orders pile in. Essentially, a mail order classified ad buys a name and potential business. It may just break even with the actual orders placed. The real money comes from subsequent sales.

Profit begins at the second sale and gets bigger and bigger as the sales continue.

WHY NOT CHARGE IN THE CLASSIFIED?

You'll get far more responses from an ad for free information than you will for gods - at any price. And, since you want a POTENTIAL BUYER, you'll have more inquiries for materials you want to sell later.

Charging a small fee to cover postage or the cost of the inquiry will never make you break even - people won't be bothered. And a small fee doesn't necessarily weed out non-buyers. If you find your classified is pulling people who aren't interested in your offer, you can change the advertisement to be more specific as to what you really have for sale.

WHERE TO PLACE CLASSIFIEDS

The best advice in placing classifieds is to follow the leader. Find where other goods in your category are being sold and do the same. The mail order business is not a place to be real different - especially as a beginner. Although your product must have an appeal different than the others. Stay with the pack and advertise in the same publications.

Look for repeat business. You can review back issues of publications at your library or buy some copies of the publications you might advertise in. If a certain ad has appeared time after time, you can bet it's a winner.

Write for the details of some of the offers similar to the one you have. You might even purchase a sample product or two so you can get a good feeling for what is being offered, how the ads run, and what kind of prices are successful.

If you have a specific product or information that is appropriate to a specialized type of magazine, check out all the magazines of that topic. Which publication carries most of the ads? What is the circulation of the of the publication? A magazine with a higher circulation may cost more to place a classified, but bargain rate publication won't be the best investment if they don't bring the inquiries.

Consider your dollar-for-dollar inquiry. How many people may read your advertisement for the cost it takes to place the ad? Many products have special seasons, and classified ads are no different. December generally returns varied responses because of the holiday season, and is not a good month to include in your testing. The summer months are generally slower for classified responses and mail order packages. The best time to try your ads are the fall, winter and spring months.

WHAT IS TESTING?

The most important element in mail order advertising is to test. Not only do you need to find out if your product will sell, but you have to find out what the best price is.

You have to test the magazines. One may not draw as many responses as another. Or, after three months, it may not seem to pull at all. Then switch to another publication. You may try several publications at the same time with the same ad to be able to judge which has the best dollar-for-dollar response.

Don't be too hasty in dropping a publication, however. Sometimes it takes the repeat insertions of three or four months to get the proper percentage of responses. People become more secure with a repeat ad, or they may pass it by the first or second time until they get around to writing for information.

Other things you will be testing are the type of inquiry and the response package that contains a sales letter and brochure. You'll also need to test the frequency and number of times to continue mailings after you have a good customer list.

Testing is the name of the game - and this is where you need perseverance. Don't get discouraged. GIVE IT A TRY. Because of the low cost of placing classifieds, it's worth it to keep it going. YOU CAN PROFIT.

TYPES OF ADS

There are three types of classified ads - qualified, partially qualified, and blind.

The qualified ad is specific. It includes several details to inform the reader about what you are selling. The people who respond to highly qualified ads usually are specifically interested, and produce the best quality prospects with the highest percentage of sales. Since the ad may be a few words longer, it is the most expensive to place.

The partially qualified ad offers a special benefit, such as money or self-improvement. The readers have some idea of what you are offering, but don't know the specifics.

Blind ads offer only the few details, are inexpensive to run because they are short, and bring in the largest response. However, blind ads product the lowest percentage of actual orders because they are often answered just out of curiosity.

The best place to start is - you guessed - the middle. A partially qualified ad is a good test ad. It doesn't need to be specific about your product, so it brings in inquiries that can be used over and over for related items. You can rewrite it with more details or trim it down later.

What's the best guideline? PROFIT. If you compare the actual orders received from the number of inquiries for each of your ads, you have the rate of conversion. Aim for the ads which pull best for you.

KEYING THE ADDRESS

How do you determine what inquiry response cam e form which ad? You code the company name or street address so you can determine what ad pulled the response. This is called keying the address, and it's one of the most important tips in mail order classified advertising.

The simple key is a two-part letter and number code. The letter stands for the name of the publication, and the number represents the month the ad appeared. You can make up any code as long as you keep track of what publication it appeared in. You can add the key to the address by hyphenating the street address to include the code. Or you can key the company name by adding specific initials.

The surest way to key is to add the code to the address in the form of department, division, or suite number. Be careful it doesn't conflict with any other addresses nearby.

WRITING CLASSIFIEDS

Writing your own copy for a classified ad is easy. There are so few words you need to use that you don't have to worry about being a writer or a professional in advertising. You are your own expert in selling your product.

The selection of words is the most important aspect of classified ad copy. You need to choose precisely, by don't skimp on words to save the cost in the ad.

The best way to prepare copy is to first write about your product or service at length. Go ahead - list all the benefits. Scrutinize the features and write them down. What sticks out? What is so great about your product? What can it do for the reader who will take the time to write for more information? How can your product help? Will it show how to earn money, does it offer self-improvement, can it help accomplish something appealing and significant?

Choose a heading that points out the most significant aspect or feature of your product. Follow up with a few words or details, and finish with a request to write for more information. The best word in a classified is "free," but you must follow up with something free.

SAVE MONEY PLACING ADS

Most classified ads are billed a certain charge per word, so you want to keep your words important and precise. Once you have written your ad, take a closer look at it. Can you eliminate extra words without changing the meaning?

You might be able to delete conjunction such as "and," articles like "the," "a," and "an," or prepositions like "for," "with," or "from." Perhaps you can contract your company name into initials or use just one word.

Each part of your address counts as one word: the number; the street name; the street aspect (boulevard, avenue); the key (if separate); the city; and the state. Many publishers let you include the zip code free of charge.

Use figures rather than words for numbers, but don't use contractions or abbreviate. You have to pay for each word in full, so spell them out completely. That way you'll get no confusion when people place orders.

RESPONDING TO INQUIRIES

Once you start getting responses from the classified ads, you should send out your sales literature immediately, definitely within one week. The goal is to convert the inquiry into a sale and convert the sale into PURE PROFIT.

Your sales literature can be a one-page pitch for your product. It doesn't have to be an expensive color catalog. As you get going, you may prepare a sales package and a series of follow-up offers.

You can't tell from the type of inquiry whether the person is a buyer or not. Postcards or letters are potential profit makers for you. What's important is to MAKE A SALE.

Type the person's name and address on a label and make at least three carbon copies of these labels to use for subsequent mailings. Your second sales packet should be mailed a month after the inquiry was received, and another month after that.

Follow-up sales are where you are going to MAKE YOUR FOR_TUNE. Your classified draws the inquiries, the first order establishes a good customer, and the rest of the orders are pure gold. Testing is the only way to find which plan works best for you in getting orders. You'll need to find out which sales packet works best, and how often to make mailings.

THE RESPONSE PACKAGE

A typical mail order package - called a conversion - consists of a personal letter, a brochure, an order form, and a return envelope. How elaborate you wan to make your conversion depends on how successful your product seems to be selling and how much money you want to invest.

Always start small. A simple one-page offer can work as well as a fancy catalog. After you've built up a few good selling product, you might print up a single page brochure or catalog. Even at that, you don't have to go to color unless your product warrants it.

You don't need an advertising agency to put together your sales packet, but you can use one if you want. Be sure to investigate the type of agency and what it can do for you. You should have an agency with a proven background in mail advertising, and you must take a good look at what has already been produced. Talk with clients and see if the agency pulled through for them.

Why don't you need an ad agency? Because you can produce all the sales literature you need. You are the best sales person for your product because YOU KNOW IT. If you have done the proper research, you have already found out what the competition is, how much their products cost, and what sales appeals they are sending out.

As in placing and writing classified ads, do what the competition is doing. Although you shouldn't - and can't, legally - take directly from them, you certainly can copy the format and general ideas they project.

If somebody has been selling something successfully for years, do the same thing. Adapt your product to fit. Of course, you can't convert a sales pitch for surplus goods to an appeal for a self-improvement book, but take notice of WHAT SELLS PRODUCTS.

HOW TO PREPARE SALES LITERATURE

The sales letter promotes you as well as your product. It is a personal appeal to a potential buyer. You want the person to feel special and have a reason not only to look through the rest of the literature, but TO BUY YOUR PRODUCT.

The appearance of the sales letter is the most important aspect. It should be on company letterhead, cleanly printed, and inviting to read. Although it can be any length, it doesn't have to be more than one page. But it must be double-spaced and typewritten in clear, easy-to-read type.

The most effective sales letters are printed in two colors. The second color offers eye appeal and provides emphasis in selling the benefits of your products. The most inexpensive way to product two-color is to print black on two-color letterhead. You may use the second color in alternate paragraphs, or as special paragraphs, indented to catch the eye. Blue, red or green type is harder to read, so keep the second color areas short and important to the reader.

Other effective ways to use a second color are as handwritten remarks in the margins of the sales letter, as underlines, and in the signatures.

Write the sales letter as though you're writing to a friend - keep it direct and personal. Present yourself and your product as worthwhile, honest and desirable.

The beginning of the letter should have a lead line similar to a classified ad. It emphasizes the benefits of the product and points out the strongest appeal.

Don't be tempted to use two or three appeals in a row. Choose only one and save the next best ones to try on other sales letters as you test the results.

Follow through on the appeal, amplifying WHY the product is desirable. Emphasize its value to the reader. Build credibility. Will it make me a better, or richer, or more secure person? Can it prevent worry, poverty, illness? Why should anyone want to have it? You might admit what the product won't do, then present several positive aspects, stating what it will do.

In the next section, mention price and immediately talk about the money-back guarantee. The reader will be more convinced the product will do all you claim if you are willing to stand by your product enough to offer a full refund.

Finally, restate the major benefits or feature of the product and push for the order. If you are offering a special premium for ordering immediately, state it here. Include a good reason for why the person should not wait, but ORDER NOW.

ORDER FORMS

If you have only a one-page sales pitch, you need to provide space for an order form. It should be well-defined by a line or dotted line around it, and should be large enough for someone to write in the information. If you plan to send out a complete packet with sales letter and brochure, print up separate order forms.

Mention the benefit, the product name, and the guarantee. You might want to use the first person in pushing for the order. For example, "Yes! Please rush me my..." Include the price on the card, perhaps in a manner such as, "I enclose my check for $ ."

Provide adequate space for the name and address with long lines to write on. You may also want to place a key if you are using more than one sales appeal.

PRINTING A BROCHURE

Preparing a brochure or sales catalog is not as difficult as it may seem. It doesn't have to be a glossy, four-color fancy booklet. You can send out even a one-page description of the product and an appeal for ordering.

The brochure or sales catalog is the visual representation of your product. It emphasizes the features rather than the benefits, and goes into detail about the product. Think about what you're selling. What are the best points of sale? If it's printed information, what is the format-size, number of pages, hardcover or soft. Is the author a well-known authority? How is this a better deal than another of the same subject?

If you're selling a product, maybe you'll need to include the colors available, sizes, or the type of materials. Or emphasize the clear, easy-to-follow instructions that are included. When you get stuck, just look at all the other catalogs and compare. What information is included? Follow suit.

The important aspect of a brochure is the use of illustrations. Again, these don't need to be series of four-color photographs. Although photos are very good ways to sell goods, don't bother to use anything that is less than excellent in quality. Be careful if you want to use a model. Remember, you WANT TO SELL.

An excellent way to illustrate your product is with simple lithe drawings. Even if you cannot prepare the final artwork, you probably can think of what you want and how to place it on the page. Local yellow pages, newspaper ads, typesetters and printers are good places to find an artist to do the final work at a reasonable price.

Once you have a good idea about the size and scope of your brochure, you're ready for the rough layout. And this is easy. Just pretend you're an artist. That's right - you don't have to draw to do a rough layout. Pencil in the type for the heading. You can do a stick figure sketch of a line drawing or indicate the size of the photograph. Draw lines to indicate the body copy.

Write out all the words for the brochure in accurate, clean typewritten copy. Don't forget anything that will be printed, and don't misspell anything. Then take it to a typesetter or printer. Printers usually can work with you to help choose the type style, size and particulars about the layout. Or, they may know artists or designers who can help you for a small fee. They usually work closely with a few typesetters, but you work directly with a typesetter to have the type put into final form.

MAILING

You can obtain a bulk rate permit at the post office if you send out at least two hundred identical pieces at a time. They must be presorted for destination. The bulk rate cost is lower, but it takes much longer for the mail to be delivered.

The most important aspect to mailing your sales literature is the quality of the list of people you are sending it to. A brilliant sales piece won't work it if is not sent to the right people. That's why you must be clear when you place your original classified ad, and that's why you need to test which heading to use and how many details to include.

Your own mailing list is the best one, because - since you keyed the responses - you know what these people responded to. You have already profiled the potential buyer, you have already written a sales piece aimed at that buyer, and YOU WILL MAKE MONEY from that buyer.

Although you can buy or rent lists of names and addresses form list broker, you can never by sure how well the list will respond to your sales package. If you need more names, just place more classified ads. Test different headings, test different magazines, and test different products.

KEEPING RECORDS

It is extremely important to keep accurate records in mail order. It is only through these record sheets that you can determine which ad pulls the best, which advertising lead is the most enticing, and how well your product is selling. Good records are the follow up of good testing.

Keep copies of all ads and conversion material in a three-ring binder or scrapbook. You may also include in that book - or a separate folder - a record of all the keys you have used. The separate sheets of records per key or publication will help you be able to compare which ads are bringing in the profits.

You can make your own record sheet with a pen and ruler. Then have a few photocopied. You'll need a separate sheet for each ad you place. At the top of the sheet, place the name of the publication the ad appeared in; the issue number or date; the date the issue was placed on sale; the address key; the size and cost of the ad; which ad you used; the price of the product; and - to be calculated later - the profit.

The main body of the record sheet has two main categories: inquiries and sales. First, the number of days should be listed in a column at the left. These don't necessarily coincide with the days of the month, rather start with the first days responses came in. The subheads under "inquiries" should be: date received, number received, running total. the subheads under "orders" should be number of orders received, running total, cash sales, and running total for cash sales.

These record sheets will help you to figure out the responses to classified ads, orders from sales literature, and how much money you are making.

To calculate the cost per inquiry, divide the cost of the ad into the number of inquiries received.

To fine the cost per order, add the total cost of mailing the sales packets to the cost of the ad and divide that by the number of orders received.

The ratio of conversion is the number of orders compared to the number of inquiries. For example, if you get twenty orders from one hundred inquiries, the conversion is twenty percent.

HOW TO CALCULATE PROFIT

Total the amount of cash sales. That is your gross profit. Subtract the cost of the product. Subtract the cost of the product. Subtract the cost of mailing. Subtract the cost of conversion and the cost of the ad. That is your net profit, the one that counts. Just stick with it, and you can WATCH THAT PROFIT GROW bigger and bigger each ad, each conversion, each sale.

EXPANDING AND GROWING RICHER

Over the years, good buyers purchase many times your initial investment in classified ad space. A first buyer indicates a second sale; after that, you have a regular customer who may purchase for years.

Promote the field of interest you've selected - don't expand into separate areas. Cultivating your prime customer list takes patience and testing, but you'll find it rewarding.

Perhaps you started with one product to offer and are ready to try another. You can run new, separate classified ads in the magazines that have tested successfully to your other offer. And, you can use your list to send out sales literature for the new offer. Regular mailings depend on the number of items you have, the size of your list, and your budget. But follow through is very important.

Maybe you are at the stage of printing a small, two page catalog/brochure that offers five to ten products. You can mail this out to the inquiries from classifieds, or you can use any combination of one-page offers you have used in the past. Always run with what sell. Drop anything that pulls no response as soon as you've given it a fair test.

EXTRA APPEALS

Once you get rolling with your mail order business, you can try any number of incentives to solicit orders. You can offer a free gift - or free anything - certificates, coupons, fabulous prizes.

You might offer a sample, a trial period, or a special guarantee. One way to push for an order is to indicate that the supply is limited or you won't stock a certain item for long. Time limitations will elicit quicker responses. You may offer one price until a certain time and then indicate an increase after that.

A successful way to push for large orders is to offer a discount on the larger orders. That way, it is worthwhile to order two or more items - for you because it's more business and more profit in mailing and handling, and for the customer because it is at a reduced price.

What do the other mail order businesses do? What kind of incentives do they use? As always, check with the competition. What has proven successful to them probably will work for you too. What kind of "special" offer you can make to push for larger, quicker or more frequent orders?

SATISFACTION GUARANTEED

Not only must you print a guarantee in all your ads and sales literature, but you must honor it. Never send inferior merchandise; never take a chance on faulty mailers or guess lower on postage. Deliver a complete product.

It is only through satisfied customers that you will get repeat business, and it is through repeat business that you MAKE MORE MONEY.

Don't try to get away with anything less than you promote and stand by all claims you make. Honor requests for refunds promptly and politely. A customer satisfied with your honesty remains a good buyer and may purchase from your later offers.

MAKING MORE FROM A WINNER

You've got a successful product. The conversion for orders is high, refunds are low, and the draw form the classified ad is great. How can you make more money - even if you think you've saturated your market?

The easiest way to increase your inquiries is to run another ad in the same publication with a different heading. If the classified section is large, you might request one to be placed at the beginning, the other towards the end. Although several clever readers will notice the same address, it still draws a significant number of inquiries in. This technique is also good for copy testing to see which heading will draw the most response. Be sure to key each ad separately and keep accurate records.

Maybe you have two or more products that you want to advertise separately. This is a good way to do it without going to other publications. Again, key addresses, and be extra careful to respond properly to the inquiries.

YOU AND THE LAW

You do not need a special federal or state permit to operate a mail order business. The material you sell must be legitimate however, and you cannot be deceptive or misleading in claims or advertising.

If you offer something "free," it must be free, and all claims concerning money must be honored.

If you use testimonials in advertising, they must be real and available to investigation. Frauds are discovered and are prosecuted.

The federal and state governments require you to report all income, but you certainly can take every legal deduction. Once you make a good deal of money, it's often worth every penny to have an accountant fill in your forms. If your income warrants it, you will be expected to pay income tax quarterly.

Most states now have sales tax, so you'll have to find out the regulations concerning the collection and payment of these fees. An advantage to this, however, is that you can get a state resale number and may not have to pay state sales tax on some of the items you need for your business.

If you keep accurate records and report the proper information to the authorities, you'll have no problems.

ACT NOW

Classified ads are the best way to make a high income return from limited sources. You can buy the extras you've wanted, send yourself on an exotic vacation - even create a profitable yearly income.

One of the best aspects of this type of enterprise is that the number of successes increase as the number of errors decrease. You learn as you go along and YOU PROFIT CONSTANTLY.

Cultivate positive thought. As you can see, there is nothing difficult, costly or extremely risky in making good money from classified ads. What is the best way to get started?

Thousands of people have earned a comfortable income from classified ads - with great happiness and contentment in their own business. You can succeed too, if you make up your mind that you want to. Faith is simply a state of mind, but it has been proven that state of mind can CHANGE DESIRE INTO REAL MONEY. There's no better time to get started.