Sunday, July 15, 2018

APPOINTMENT PREFERRED, by David Margolis, President, Syndicated Ad Features

There is a term in television circles known as "appointment TV." This refers to a viewer's commitment to tune in at the same time (every day or week) to watch a favorite TV show that they would not think of missing. If one does not attach such loyalty to a television show, the term can be widened to encompass other forms of entertainment and pursuits. For instance, many people can't wait to read their favorite newspaper columnist or indulge themselves with the weekly special at a local restaurant. In each case, the public is engaged enough with a particular provider that (s)he wouldn't think of missing the next episode, column, or serving. As an advertiser, what wouldn't you give for such a loyal following?

We at Syndicated Ad Features view our role as something of "star makers" as well. Our goal is to make our clients both instantly recognizable and worthy of reader interest and devotion. By taking our clients' images and pairing them with interesting and informational copy that appears weekly in the local newspaper (and Internet), we create an appealing image and attention-grabbing content that most readers find worthy of their time and interest. As people read our columns week after week, they find themselves learning a great deal about many aspects of our advertisers' services and goods. As a result, our clients often hear that the information in their columns motivated readers to schedule an appointment or to simply "drop by". 

Sunday, July 1, 2018

NEWS YOU CAN USE, by David Margolis, President, Syndicated Ad Features

As an advertiser, your credibility and reputation are largely tied to the status of the media in which you choose to make your appeal to the public. As a result, it pays to make your advertising choices thoughtfully. As a local professional and business person, where do you think your investment in time and advertising dollars will best be spent? According to one survey of over 1,100 users of Internet news sites, nearly two-thirds of Americans say they trust community news sites more than mainstream media. It seems that the pages of local weeklies and other community publications are the places to be if you want to be taken seriously.

Another significant benefit of concentrating your advertising in local newspapers is that it attracts the very people to
whom you wish to speak. As a general matter, readers of local newspapers are better educated, have higher incomes and have more money to spend. All of these characteristics that retailers and service professionals find so desirable may be attributed to the notion that people in this demographic simply like to read. If so, our clients may take advantage of proper media positioning and readers' thirst for interesting and useful information by putting them in the right place and providing them with the content they believe they need to succeed.

Sunday, June 17, 2018

WHO GETS IT RIGHT? by David Margolis, President, Syndicated Ad Features

When a local news story breaks, Internet tweeters may beat traditional print reporters to the punch, but how reliable is their information? The fact is that many of the breaking stories posted by amateur reporters would never get beyond the editor's desk of a local newspaper. Without access to local official channels, amateur Internet providers often rely on unconfirmed reports, unidentified sources and their own ability to piece the story together. On the other hand, local newspapers must adhere to strict journalistic rules when it comes to investigating a story. As a result, the local newspaper and its website are far more likely to get the story right. Which one therefore is more trustworthy?

There is little question that various media battle one another "to get the story first." However, accuracy should not be sacrificed in the name of speed. In this very important respect, local newspapers wait until they can confirm a news story from its source or
through official channels before being put out for consumption. As a result, readers know where to turn for verifiable information. This is why it is so important for advertisers to associate with local print media. Syndicated Ad Features works with its clients to place their advertising where it will be noticed, read, and trusted—in the local newspaper, along with all the other news and information that is too important to get wrong. 

Sunday, June 3, 2018

WHAT MAKES YOU THE EXPERT? by David Margolis, President, Syndicated Ad Features

Sometimes, as I watch the myriad of talking heads populating the TV screen from the studios of various news media, I wonder just who these people are. It seems that their mere appearance on television programs with ambiguous titles posted beneath their shoulders provides them with instant credibility. The fact is, viewers are all too willing to unquestioningly believe what they see and hear. As far as I (and many others) am concerned, they best be able to back up what they say.

The same may be said for the type of newspaper advertising we offer. Our advertising is
designed with our clients' pictures and bylines to appear as though they are guest columnists in their local newspapers. As such, readers accept them at face value (pun intended) to be experts in their particular fields. On this basis, they garner reader interest and trust with the goal of cultivating future business. We also back our clients by providing them with verifiable content that assures them that they can be taken at their word.

Sunday, May 20, 2018

WHAT DO YOU HAVE TO SAY FOR YOURSELF?, by David Margolis, President Syndicated Ad Features

Advertisers have more ways to bring their names and services to the consuming public's attention than ever before. Aside from radio and newspaper media, there is the Internet, which makes its way to the public's eyes via mobile phones, laptops, tablets, and good old personal computers at home and in the office. So, now that you have a variety of media and information-delivering devices available to you, what do you have to say? Without words and ideas underlying your advertising strategy, everything comes to a screeching halt. Heck, even an airplane towing a banner will have little effect if there is no eye-catching phrase or message to display.

 The fact is that most professionals have little time or inclination to develop advertising copy,  much less the experience and knowledge needed to create it in a grammatically correct, properly punctuated, well-spelled, and entertaining form. That's where we come in. Syndicated Ad Features provides its clients with pertinent, verifiable, and interesting copy that readers look forward to seeing. It's advertising at its best.

Sunday, May 6, 2018

DID YOU KNOW? by David Margolis, President, Syndicated Ad Features

We live in the "information age", in which anyone can access information that may previously have been inaccessible or too obscure to find. The dilemma now becomes one of sifting through mountains and seas of (dis)information to find verifiable facts. This may not be a problem for the discriminating reader, but what about the person, who doesn't even know the correct question to ask, to get the answers (s)he never knew (s)he needed? To make things easier on themselves, many people turn to reliable sources to get information that they may not even have known they could benefit from. It's nice to know that you might learn something that you might not otherwise know by simply reading the newspaper. 

People derive a certain satisfaction from tuning into a radio program or reading a newspaper column that informs them. This is why Syndicated Ad Features' program is constructed the way it is. Each week, readers look for what our client "columnists" have to say about issues and developments in their field of expertise. In time, this platform for dispersing information creates the interest and trust needed to attract business.

Sunday, April 22, 2018

LET'S FACE IT! by David Margolis, President, Syndicated Ad Features

What a great idea! In 2004, Facebook founder Mark Zuckerberg launched what was to become a multi-billion-dollar company based on the idea of coupling photos with personal information that users would find to be infinitely appealing. Now, why didn't we think of that? As it turns out, we did! 

More than fifty years ago, Syndicated Ad Features, Inc. created an advertising program for its clients which combines the advertiser's picture, byline, a headline and written informational copy, to create print-media advertising that captures the reader's attention and rewards them with useful information. What we knew then, and continue to promote now, is the time-tested notion that people prefer to deal with others on a personal basis. 

We all prefer to see the faces of those with whom we interact so that we may make decisions and draw inferences based on shared personal understanding and knowledge. In short, when your face is on your advertising, it gives people a chance to feel that they know you personally. As we all know, that's how relationships develop. 

Sunday, April 8, 2018

WHAT CHOICE DO YOU HAVE? by David Margolis, President, Syndicated Ad Features

Unfortunately, we are all occasionally faced with emergencies that require the help of a professional. Either we wake up with a toothache, become seriously injured, or face litigation that requires that we immediately get in touch with a nearby dentist, orthopedic surgeon, or attorney. The question then becomes: Do we contact the first person to have listing in the local yellow page telephone directory or turn to the professional whose face and expertise we have come to recognize from the local newspaper? 

The point is that the professional who advertises in the local paper has a leg up on the competition. Of course, thankfully, the choice of a professional is not always made under duress.
More often, readers are impressed by what they read in a professional's weekly column. They see it in their best long-term interest to become a patient or client. Syndicated Ad Features provides their professional clients with a proven way to get noticed and cultivate business.

Sunday, March 25, 2018

OF LOCAL INTEREST, by David Margolis, President Syndicated Ad Features

Whether your interest in news and current events involves what's going on in Washington D.C., the rain forests of the Amazon Basin, or Lindsey Lohan's head, there are a number of information sources to which you can turn. On the other hand, when you want to know what is going on in your own neighborhood and the surrounding community, your best source of credible information is always the local newspaper. This is why there are so many devoted readers of local weeklies in virtually every corner of this country. 

People want to read about things that are relevant to them - including local politics, who died and who is in the police blotter summary. What's the elementary school lunch? What road is being repaved? Who has what to say in the editorial column? How did the high school team do? What local person distinguished him or herself in a noteworthy way, etc.? Thus, when Syndicated Ad Features positions its clients as fixtures in their local newspapers, their weekly column gets read by people who matter- local consumers.

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!