Why They'll Read All About It

Ad-industry veteran Jeff Jacobs lays out the case for newspaper inserts -- the perfect medium, he says, for cost-conscious small-business owners

Small companies obviously don't have the ad budgets of giants like Procter & Gamble (PG ) or Ford (F ), but they still need to get the word out about their products and services. BusinessWeek's Kimberly Weisul spoke recently with Jeff Jacobs, an advertising-industry veteran and executive vice-president of marketing and planning for ad agency Meridian, about how smaller companies can best use newspaper circulars to attract business.

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