So the first one that I will start with is Newspaper. It is widely read and has been the staple of the advertising world for many a generation. Will you get the leads want? Possible but don't base your entire budget on it.
First things first. Meet with your rep and get their help.This is what they do...just like you and insurance. To give you some insight...the larger the ad, the better but don't go anymore than 1/3 pg...it is a waste. If you can through in color at a reasonable cost...well worth it.
The demographic for newspaper varies dependent upon the region so make sure to match up your target market with the paper. Typically everyone reads headlines, guys read sports and auto, women read lifestyle and garden, both read classifieds and inserts (for another day). Local news is a good section. If you are looking for women...do Lifestyle 2 column by 5. For men do sports 3 column by 4.
The other would be to make sure you use a decent amount of white space. Don't clutter the ad with words...it won't get read. Use a nice big tag on top and something to catch there attention and make them call. Give them a "call to action" (a reason to call) might it be a better deal, a special or something you are running or just information you might have. They need a reason to call.
More input later...