Advertising ... cheap is not always good. I have had many non-clients tell me they have found a great deal on advertising with blah blah blah publication and have just signed a contract without doing their homework. There are a lot of great deals out there right now, it is true. The problem to their detriment is some people have repeat-bad-behavior syndrome and willingly sign up for the next good deal, and then the next good deal. And all of a sudden they have completely pissed away (for lack of a better word) their marketing budget with nothing to show for it because they did not take the initial research steps.
1. Is advertising a good fit for your business? Not all businesses benefit from ads - and if you do not know ask a marketing professional. I hear more often boo-hoo, "I wasted my money on X publication" than not.
2. Ask the publication for a media kit and rate card. The media kit will cover demographics (circulation, numbers, male/female readership, age, etc.). Demographics are key to determining if the publication is even a good fit for your business. Keep in mind cheap/expensive needs to result in results period. Please do not make me call you a "whambulance." Wha wha wha ( I am probably spelling this wrong).