The Internet no longer holds the mystique it did in the late 90s. Almost everyone has "surfed' online at least once. Almost every business has a website. Unfortunately, the mistake many business owners make is putting all their efforts into online marketing and forgetting traditional mediums such as print. What they don't understand is that print advertising can compliment their website. Listing your website in a print ad will drive traffic to your website.

• The easiest way is to simply list your website address in your ad. If you really want to generate online business, don't add the website address in small print at the bottom. Use a large font, possibly in color, so that customers will see the address. List the website in every print ad!
• Advertise a "web only' special in your print ad. For example, the first 100 people who sign up on your website and mention your print ad can receive a free gift. This benefits you in two ways. 1. You drive traffic to your website. 2. You test the effectiveness of your print ad. If you are seeing people take advantage of your special, you know they are reading your print ad!

It makes good business sense to use print advertising and your website together. Many people, particularly those who are older, never get online. But if they see your ad in a free weekly shopper or newspaper, they may decide to look at your site. While the print ad may not have convinced them to buy or come into your store, something on your website may spark their interest.

If you want to draw customers in your local market, print is one of the best ways to reach them. While your website may be seen by people from around the world, advertising in your local print publication will expose you to the people closest to you and the people who are most likely to be repeat customers. When you consistently update your print ads and your website, the two can be a great means for attracting new customers.