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Timing is everything- ask a dragcar racer! Timing will not be a factor to consider when placing a Yellow Pages ad (unless your late!), as it runs all year. But if you are advertising in newspapers, magazines, industry publications etc, timing is vital.
Consider things such as: what days are most newspapers sold. Seasonal considerations- Winter fashions needs to be advertised before winter actually arrives to get ahead of your competition. Are there any particular days that prospects traditionally browse ads for particular products. Wednesday and Saturday are very popular times for vehicle buyers to search ads.
If your restaurant is doing a Mothers Day promotion, you'll start advertising a week to ten days before the event. Timing is a factor that can make or break an ad.