Sunday, March 11, 2018

CONTENT, CONTENT, CONTENT by David Margolis, President Syndicated Ad Features

These days, advertisers have many ways to get the word out. They can advertise on TV or radio, on the Internet, in the newspaper, or pay to have an airplane flown overhead that carries a banner with their names on it. Whichever way they choose to go, it must be credible in the public's eyes. After all, anyone can get his or her voice heard on the Internet (yes, including us), but not everyone can back up what they have to say. That's why professional journalists will give out only information that they can have confirmed by two or more credible sources. Otherwise, who is going to entirely believe what they have to say? 

Advertisers have to ask themselves how they are going to provide unique, relevant, and differentiated content that readers feel they can rely on. One answer is Syndicated Ad Features. We provide our clients with interesting and verifiable content that appears in their local newspaper, a proven and responsible medium. Content is key!

Sunday, February 25, 2018

WHO'S PAYING ATTENTION? by David Margolis, President Syndicated Ad Features

If you watch TV, you know that advertisers are doing everything in their power to attract your attention, from turning up the volume on their commercials, to using captivating visuals. The question is: Are you buying into what they are selling or are you using your remote control to switch the station as soon as there is a commercial break in the programming? Beyond that, it is fair to ask how much attention you pay to radio advertising, Internet and newspaper ads. More importantly, how much attention is the general public paying? 

According to a recent survey that appeared in AdWeek, consumers indicated that the types of advertising that they were most likely to ignore were Internet banner ads (43%), Internet
search engine ads (20%), TV ads (14%), radio ads (7%), newspaper ads (6%), and none of the above (9%). Thus, it is pretty fair to say that newspaper advertising is the most likely of these advertising forms to get noticed. Which would you put your money on?

Sunday, February 11, 2018

ABSORBING READING, by David Margolis, President Syndicated Ad Features

When considering the local newspaper as a vehicle for your business advertising, it pays to note the differences between reading a newspaper column ad and Internet advertising. When readers sit down to read the newspaper, they do just that! They make time and create space to lay the folded pages before them, in preparation for thoroughly scanning entire pages, one after the other, for material worthy of their interest. 

Newspapers adhere to a strict format that is designed to invite reader scrutiny, within which advertisers have a suitable and stable context to display eye-catching ads. The ad does not jump around, as the content downloads, and the eye is not distracted with all manner of gimmicky promotion. Newspaper advertising tends to hold more value in readers' minds, providing material that is perceived as being substantive and worthy of consideration. Your newspaper column ad remains readily accessible and something that readers can rely upon and trust in a tangible way.

Sunday, January 28, 2018

MORE THAN JUST A PRETTY FACE, by David Margolis, Syndicated Ad Features

Those already familiar with Syndicated Ad Feature's advertising strategy know that it pays to put your face in the public's eye - literally. Each of our clients runs a weekly column ad in his or her local newspaper that features a picture and byline. Not only are readers' eyes immediately drawn to a smiling face, the picture helps establish personal familiarity with the advertiser. However, there is more to drawing readers' eyes than just presenting them with a pretty face. It is necessary to back up that image with words. We provide content that is thoroughly researched and developed to cultivate reader interest. 

The polished and informative nature of the column is intended to elevate the advertisers to the level of expert in their field of choice, someone whom readers respect and trust for his or her knowledge and experience.

Sunday, January 14, 2018

CAN YOU AFFORD NOT TO ADVERTISE? by David Margolis, President, Syndicated Ad Features

While there can be little question that these are tough economic times that challenge the resourcefulness of small businesses and professional practices, it is hardly a time to cut back on advertising. If anything, it is time to step up efforts to maintain your visibility in the public eye and remain relevant with your advertising message. You could be offering the best goods and/or services in your area but, if people are unaware of who you are and what you do, they will not be buying. 

In this respect, advertising is as important as stocking your shelves and opening your doors to business. It establishes your presence. If you are not already advertising effectively and consistently, it is important that you start putting your name and face in front of the public. If you are already advertising, keep it up! Otherwise, the public might assume that you have disappeared.

Monday, January 1, 2018

"WHERE EVERYONE KNOWS YOUR NAME" by David Margolis, President, Syndicated Ad Features

With the acknowledgment that this week's headline owes its widespread familiarity to the long-running hit sitcom Cheers, we evoke the well-known phrase to underscore the importance of frequently advertising. As has been said many times, frequent advertising builds familiarity which leads to trust. When prospective clients, patients, or consumers lay their eyes on an advertiser's face and words in the local newspaper, week after week, it tends to build the kind of rapport that neighbors create when they repeatedly bump into one another in their locality. 

Not only do readers begin to feel as though they know you, they look forward to seeing your face and hearing what you have to say. At that point, a successful advertising strategy built on consistency and frequency begins to pay dividends. After all, who would you do business with or seek personal service from - a randomly selected stranger or a trusted and respected friend?

Sunday, December 17, 2017

WHAT'S THE POINT? by David Margolis, President Syndicated Ad Features

Has your attention ever been grabbed by a headline that immediately leads you to read a column that provides no real answers or explanation until the final paragraph? Good advertising should be concise and worthy of the reader's time and attention. Syndicated Ad Features incorporates its client's picture and byline into an eye-catching format that leads with a headline and follows up with a concise and interesting column that is designed to educate the reader in 120 words or less. 

Over time, this series of information-based advertorials builds a personal relationship that leads the reading public to regard you, the advertiser, as having the knowledge and expertise necessary to provide the service and/or product they want or need. That's the point! Branded content draws an audience that is more likely to purchase products and services.

Sunday, December 3, 2017

FREQUENCY RESPONSE, by David Margolis, President, Syndicated Ad Features

Frequent and consistent advertising builds awareness in the mind of the consumer, which leads to familiarity, which in turn creates trust. Thus, it is important that advertisers follow a regimen that places their faces, services and products on the pages of local newspapers to draw in readers.

The fact is that many advertisers grow tired of their own advertising long before their readers ever do. From their standpoint, readers value consistency, in terms of placement, style, format and an interesting, entertaining and informative topic. A customer or patient may not need your product or services today or even next week. The payoff from consistent and frequent advertising comes when there is a choice to be made and your advertising efforts have placed you top of mind at the forefront. In the reader's mind, you are a familiar, trustworthy and unwavering friend and neighbor worthy of their business.