Look at the other publications in your market, ask around your office and drive around your territory looking for anything that circulates in your area that contains advertising. These include but are not limited to daily and weekly newspapers and shoppers. You might even want to get into the habit of listening to the local radio stations when you drive around (when you're not listening to the taped version of this course) to see if there's anyone in your territory advertising on these stations. You might also want to check out cable TV as well, if you have it in your home.

Another good source for certain types of advertising is the Yellow Pages. Sometimes it's not difficult to show these advertisers they could be better off investing some of the huge amounts of money they spend in the Yellow Pages with your paper, because the newspaper reaches people who may already think they know where they're going and therefore won't look in the Yellow Pages.

But don't just limit your prospects to people who are advertising somewhere you can easily find. Many advertisers are trying direct mail these days, either with their own piece or in a group mailing like that envelope full of coupons that comes in the mail once in a while. If you don't live in the territory in which you sell, you might want to try to find someone who does, and ask them to save any direct mail piece that they get from someone in your territory.