ADVERTISING OPPORTUNITIES
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An advertising agency will expect to make money out of you, so you'll need a serous budget, say, at least £10,000, from which it will earn a publisher's commission of around 10%-15% as well as design and production fees.
If you don't want to use an agency, there are other sources. First, you can listen to the sales teams at relevant publications, such as Commercial Motor, and websites, such as Roadtransportcom. The teams behind these will know all the ins and outs of their particular areas, and the comparative data that applies to their competition. Of course, you will get their spin on the facts, but you are left to make the final decision.
If you want spin-free information, you can go to a commercial library, but better still is your local Business Link (www.businesslink.gov.uk).
Remember, there is a great temptation to slash advertising budgets in recessionary times. That can prove fatal in the long-run. It is much better, in the long run to make your advertising pounds work much harder.