What does a new small business owner do to get the word out about their company? The obvious answer is advertising, but there are many factors to consider with a limited budget. The key to advertising is to reach as many potential customers as possible for the lowest cost. For businesses like our Here Wee Grow children, teen and maternity clothing resale shop, we run a modest newspaper ad that lasts a week for the same cost as a few 30-second radio or television ads. For us, the looming question was simply how many potential customers are reached by print? We can now answer that question for other small business owners from personal experience. After publishing a year of consecutive weekly ads in The Macon County News and conversing with our patrons, we are fully convinced that advertising in a free newspaper is essential in a region populated by small mountain communities.