Before purchasing advertising space in any publication - whether it is a local coupon book, yellow page space, police & fire calendars, trade publications, etc., do not hesitate to ask for certain information you may wish to consider BEFORE any potential ad placement.
1. How many copies of the publication are to be printed? 2. Who will receive the publication? 3. Does the publication cost anything to the intended audience? 4. How often is the publication printed? 5. What is the estimated publication date(s)? 6. Will the publication be distributed to the number and kinds of people you want to reach? 7. If you are purchasing the ad space to benefit some charitable or otherwise worthy cause, ask if the group contracted with an outside promoter and if so, what percentage of the proceeds raised will actually go toward the stated cause.
If you place an ad, ask for both the draft and final published version of the ad, as well as a copy of the publication in which it appears.