“In our market, we own daily print advertising.” Rex Solomon, president Houston Jewelry HoustonTHE PAPER CHASE: Our approach to print advertising changed in 2008 when we wanted to promote our gold buying. In December of that year, we placed an ad for gold buying and told the newspaper rep to call the next month. The response was favorable, and we’ve been advertising in the daily ever since. Our main independent competitor has stopped daily advertising—as have many retailers in our market. IF YOU PRINT IT, THEY WILL COME: In addition to frequency and consistency, print advertising must have a sense of urgency and a call to action. For the last two years, we’ve run a single 1/4-page ad on our one-day, after-Christmas sale when all jewelry is 75 percent off. We’ve done $250,000 in sales both years. People understand when there is a real deal and will respond. SUPER BOWL SC