Fair Advertising and Program Books

What is a fair program book?

A program book is a guide to the fair, often printed and sometimes posted online. It may list events, competitions, maps, and information about services. It often includes advertisements from local businesses that help pay for the publication.

Not every fair produces one. Some use a website, an app, or social media instead. Check the fair's own page to see which format it uses and who creates it.

If you are a reader, remember that the book is a convenience and not the final word. Schedules change, so confirm times with the organizer's own page or information booth.

Who sells and manages the ads?

Sometimes the fair staff or a committee sells ad space. In other cases, a separate publisher produces the book and sells ads, sharing proceeds with the fair. Ask who is responsible, and be careful to confirm that anyone selling ads truly represents the fair before sending money.

Reach out through the contact listed on the official fair page. If someone calls you with a sales pitch you cannot verify, ask for written details and then check with the fair office.

Ask the fair office whether the ad sales team is volunteer, staff or contracted. A short phone call to the number on the official fair page can confirm that a request is genuine.

How do you place an ad?

Ask for the rate sheet, which lists ad sizes, specifications and deadlines. Pay attention to the file type, color or black and white, and dimensions. Deadlines are strict, because printing schedules are set months ahead.

Ask whether the fair requires a contract, how payment is handled, and whether proofs are provided. Keep copies of all messages and your final submission.

Think about your artwork early. Good photos and simple layouts take time to prepare, and last minute work often leads to mistakes in phone numbers or spelling. Have a second person proofread before you send.

• Request the current rate sheet
• Check file sizes and format
• Note the submission deadline
• Ask for a proof before printing
• Keep a copy of your order

What makes an ad work in a program?

Readers use a program to plan their day. They scan it quickly, so your ad needs a clear message and easy contact details. State what you offer, where to find you, and how to reach you. Avoid crowding the space with text.

If you sell at the fair, include your booth location. If you are a local business, say what area you serve. Use accurate claims. Never print statements you cannot support.

Use one clear offer or message per ad. A readable ad that leads with your name, what you do and how to reach you is more useful than a busy page of small print.

Are there rules for ad content?

Fairs often limit what they will run, such as certain products or political content. They may also require that ads do not suggest an endorsement by the fair. Ask for the advertising policy and follow it.

Truth in advertising laws apply to anything you publish, and rules vary by product and state. Check with your state attorney general or consumer protection office if you are unsure about what you may claim.

Is a program ad worth it?

It depends on your goals and budget. A program ad is a visible way to support a fair and reach visitors who came to attend. It may not bring immediate sales. Compare the cost with other options, and ask the organizer how many copies are printed and how they are distributed.

Be cautious about promised results. Choose spaces you can support more than once, and measure response by asking customers where they heard about you.

Many advertisers return year after year, since repeated presence builds recognition. Others choose a smaller ad one year and a larger one the next, depending on what the budget allows.

How do digital programs change things?

Many fairs now post schedules online, and some publish digital versions of the book. That can mean more flexible deadlines and the ability to update information, but also less control over where your ad appears.

Ask how a digital program is shared and for how long it stays online. Whatever the format, check details such as dates and hours against the organizer's own page before you rely on them.

Last reviewed: November 12, 2026. Written by the County Fair & Rodeo Guide Editorial Team. See our editorial policy.