The textbook describes two main types of newspaper advertising:

• Classified Advertisements: Brief, text-only ads, usually confined to a single column. They are the simplest form of print advertising — historically used for job vacancies, property rentals, for-sale items, personal notices, and service listings. The term “classified” comes from their organisation into categories (jobs, real estate, vehicles, etc.).
• Display Advertisements: Larger, visually designed ads that can span multiple columns. They include graphics, logos, photographs, colour, and creative layouts designed to attract attention. Display ads are the dominant format for branding and promotional campaigns. The first multi-column display ads in the U.S. were used to promote transcontinental railroad bonds in the 1860s.

The textbook notes that newspapers typically charge display ads in advance, but advertising agencies are given 90-day credit terms. Premium placement (front page, specific positions) can cost up to 400% more than standard rates.