Marketing to niches usually gives much better results. That's assuming the publication doesn't charge higher rates based on the fact that they're delivering more targeted prospects. Some of the established ones do charge more, but you can often get some good deals with newer publications.

If you're looking at local or regional publications, find out what you can about the content in that issue. Then, you can plan your ad and its placement accordingly.

For example, if there's an article on aromatheraphy, someone selling candles, etc. can get the most from their advertising dollars. I've worked on several of these magazines and they offer very affordable opportunities to reach a niche market. Those of a magazine quality also tend to be saved, passed around, and placed in waiting areas at offices and businesses.

Nancy
http://www.CreateYourMarket.com
Marketing Ideas for the Home-Based Entrepreneur