Due to cuts in funding to our adult continuing education program, we faced the daunting goal of drastically reducing our promotional budget without sacrificing our media presence in the community. As program director, I researched alternatives to the effective, yet costly, course brochure, which was produced and distributed biannually to about 60,000 residents of our service region. I was able to negotiate with two local newspapers to produce and distribute a new course brochure that increased distribution by 33 percent, to 80,000 residents, and decreased costs by 50 percent.