Marketing means selling your dream to others. So you can't be shy when it comes to talking about your newspaper. That's where advertising comes in. At a start-up or struggling newspaper, the best tool for advertising is frequently your own newspaper. Advertising yourself in the pages of your own newspaper does two things: (1) It gets your message to lots of people (2) It demonstrates that you have confidence in your own product. As an added benefit, you can afford it.