Advertising can cost a lot of money, and even a small advert in a newspaper or magazine will set you back hundreds, if not thousands of pounds. But it is possible to get similar coverage, or better, for just a few pennies.

How? Newspapers and magazines are desperate for quality news and information. To get them to consider your company, product or service, you need to send them a press release containing newsworthy information. This means that you don't include any advertising in your press release, but you do include interesting information. For example:

Don't:

ABC Dating is the UK's number one dating agency. ABC Dating offers personal ads, contacts, and a number of other services.

Do:

Apparently guys think that a muscular chest and shoulders is the number one feature that women find attractive, but apparently is ninth on their list. You'll have to check out the Web site of ABCdating.com to find the ladies' topmost attributes, where you can also place your own personal ad and read personal ads.

The promotional postcards had a clear and easy to read font

Does it work? Homeworking.com created about 400 oversized bright yellow laminated postcards (to make them distinctive and durable), with a screen shot on one size, and a short introduction on the other. These were posted to named individuals (a personalised service!) to various newspapers, magazines, TV programs and radio stations. In some instances, several cards were sent to several different people at the same organisation (you never know who pulls the strings or comes up with the ideas). After 4 weeks, the results to date include:

• Discussed for 5 minutes as Website of the week on a Business Program on Sports Radio (a national UK radio station). The equivalent advertisement would have cost £1000s.

• Featured in The Institute of Directors magazine, including several quotes, and a full colour photograph.

• Several news items in half a dozen publications including colour snapshots of the website.

• As a result of one of these publications, the editorial was seen by the BBC and ultimately led to a 2 minute live interview on "Your Money" on BBC Breakfast News on Tuesday 8 August. - UPDATED 10 August

What does it cost? In this example the overall cost of 400 press releases and first class postage (this is a first class press release!): about £200*. The estimate cost to advertise the same: £10,000

* These costs do not include the time involved in compiling a comprehensive mailing list ready for mailmerge and the time involved in producing the postcards. In this example it took about 4 working days to compile the list and a further 2 working days to print and laminate the cards.