How do I get national companies to advertise with my college's student newspaper?

Lately, everyone seems to be pulling their ad campaigns from our school newspaper. Cold-calling hardly works with the local small businesses and is next to impossible with these corporations who outsource their marketing. Is there anywhere online where companies will post their advertising needs?
How do I get national companies to advertise with my college's student newspaper?
I would seek ad support from companies which have a natural connection to the young adult market. Nike, sports equipment mfgs and retailers such as Dick's . Possible targets would be music labels to push their recent releases. And some major pizza and other food vendors who are in your campus community. I well written letter on appropriate stationary to the marketing department would be my approach. I guess I am too old to take an email serious.
Reply:Instead of cold-calling you can try sending companies an e-mail. A professional one.