Before placing an ad, find out if you are eligible for special discounts. Our company discovered -- too late -- that we could have subtracted 15%, if we had acted as our own advertising agency; 10%, if we had put an ad in three of the publications owned by the same company; and another 10%, if we had prepaid several months in advance. Although we met all these criteria, we didn't get the discount because we didn't know enough to ask.