Katie of Dream Doors approached us to book a half page in half the editions we did (she’s a franchise so cherry picked the postcodes she could do). After a period of time, happy with the response, she expanded her franchise and so increased her booking appropriately. One month, due to a last minute “no show” we offered her a free upgrade to a full page. The results were surprisingly; the response spiked due to the full page. As a result, although more money, it proved better value to run a full page rather than a half. An example of using the appropriate sized advertisement for your audience.