The document discusses newspaper advertising for small businesses. A small computer shop owner initially spent $200 on an ad that generated only one $5 mouse sale. A few months later, with a redesigned ad following best practices - a simple headline, uncluttered layout, photo of the owner, and clear contact information - it generated over $5,000 in sales and many repeat customers. The key elements of a successful newspaper ad are outlined as a simple headline, white space, clear message, photo, and visible contact details.