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Paper the Town Newspaper advertising isn't black and white, so follow these rules.

By Kim T. Gordon

Opinions expressed by Entrepreneur contributors are their own.

Are you starting your business on a tight budget? There's no money to waste on ineffective advertising. If you're considering using newspapers, you'll find many challenging options. Should you advertise in neighborhood papers? What about the major metropolitan daily? Or free shopper publications?

When making these marketing decisions, follow three important rules:

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