Over the last thirty years, I have spoken with thousands of businesses owners. Many of them have shared with me one of the biggest challenges in being successful in their business is knowing what to do with their advertising dollars. I know from personal experience how this feels. In 1976, I was responsible for purchasing advertising for my husband, Jim's, brand new private practice. Over the next four years, I spent thousands upon thousands of dollars purchasing advertising that didn't work. I made all of the most common mistakes business owners make when purchasing advertising. After we closed the practice, I became a sales executive for a business to business sales organization. I continued to find myself discussing the frustrations with business owners regarding their advertising. In 1986, my husband and I founded Women's Edition magazine. Our mission statement is to offer small to medium size businesses an affordable way to reach women, 25 to 54 plus, in the middle to upper income level-without going bankrupt in the process. This demographic group makes or influences 80% of all buying decisions in this country. The information on these pages is intended as a tool for business owners, or perspective business owners, to learn more about how to be more effective in utilizing their advertising dollars. Whether you are currently an advertiser with Women's Edition or are simply looking for some answers regarding how to use your advertising dollars more effectively, we are here to help. If you have specific questions, please feel free to call me at 888-892-4076 or send me an e-mail at firstname.lastname@example.org.