Sunday, April 16, 2017

THE SAME, BUT ENTIRELY DIFFERENT, by David Margolis, President, Syndicated Ad Features

It is important to run the same basic advertising format repeatedly in order for readers to become familiar with (and look for) your advertisements. With this in mind, each one of our clients runs a new column in his or her local weekly newspaper that distinguishes itself from other advertising by virtue of its prominent display of the advertiser’s picture and byline, and an eye-catching headline in bold print. These elements help build our clients’ identity and create consumer awareness. Then, in order to keep readers coming back for more, we provide our clients with new informational copy each week, which is custom tailored to each client’s particular profession, product line, or service.

So, while advertising must be constant and consistent, it should never be repetitive or boring. To cultivate reader interest, each new column that we provide to our clients is full of carefully researched material on a different aspect of that client’s profession, business, or service that is selected to inform and enlighten. Each column provides readers with added insight into our clients’ lines of work. The goal is to make readers so familiar with our clients that nothing stands in the way of doing business  when the need to do so arises.

Let me put all of the above in simple terms. If you were to suddenly find yourself in need of a lawyer, aren’t you going to start your search with the attorney who has been writing the weekly law column in your local newspaper? You already know who he or she is, where the office is located, and how extensive his or her knowledge of the law is. After reading so many of his or her columns, you may even know what chance you have of winning your case.   

Sunday, April 2, 2017

GET YOURSELF NOTICED! By David Margolis, President Syndicated Ad Features

If you are a professional, a business owner, or a service provider, you want to get yourself noticed. Radio and television may seem flashier than newspaper advertising, but they do have their drawbacks. To begin with, they are relatively expensive and their duration is restricted to 10-, 15-, or 30-second spots, during which only a limited amount of information can be broadcast to the public—if people choose to listen or watch. Many times, listeners and viewers literally “tune out” either by changing to a different radio station or turning the TV channel. Other times, people simply stop paying attention if they are not interested.

On the other hand, even casual newspaper readers will flip the pages and scan the news copy and advertising. At that point, it is up to the advertiser to capture their interest and get his or her message across. Our clients get themselves noticed  by putting their picture, name, and a bold headline at the top of interesting copy that is designed to look and read like an editorial page opinion column. Each new column is designed to inform readers about the advertiser’s particular product, profession, and/or service in a way that invites familiarity and establishes trust.

Each time a reader picks up the newspaper, our clients have an added opportunity to catch readers’ eyes and get their messages across to the public. This cost-effective, no-frills approach is proven to work  when undertaken consistently  over time.

Sunday, March 5, 2017

TEXT SELLS! by David Margolis, President, Syndicated Ad Features

It is often said that “sex sells”, but I know that I have never purchased a car on the basis of how a female model looks strewn across its hood. I tend to purchase vehicles for their handling, performance, safety, mileage, comfort, resale value, cost, reliability, and numerous other factors that I can glean from the window sticker and other sources of information. While a sexy image may initially draw attention, it lacks the substance needed to close the deal- unless, of course, you are buying a pair of fashion jeans.

Our advertising relies on the images of our clients to draw attention to the weekly columns they publish in their local newspapers or present on the web. The smiling faces in these columns are intended to do no more than familiarize the public with them. Once our column grasps readers’ attention with a picture, byline, and a bold-faced headline, we provide them with substantive text that thoroughly informs, educates and entertains. Each weekly column helps to explain the advertiser’s business or profession in ways that helps readers better understand exactly what our clients can do for them. Written about a different subject each week, these informative pieces help our clients to sell themselves to the public. In fact, our clients include automobile dealerships, auto repair shops, technicians, detailers, and others, who will tell you that it takes more than a swimsuit model to sell a car. 

Sunday, February 5, 2017


One of the more troubling issues to recently come to light in the public discourse is “fake news”, which involves the use of websites to deliberately disseminate hoaxes, propaganda, and misinformation. Unlike satire, which is designed to entertain, fake news is designed to mislead. The problem is that many people cannot tell the difference between what is fact and what clearly is not fact. In this social media age, when information is given no more scrutiny than a passing glance and no more thought than that given the selection of a cup of coffee, much fake news is accepted at face value.

Why do I bring this subject up? For decades, our advertising firm has been charged with the responsibility of delivering factual information to the public on behalf of our clients. We take this responsibility very seriously. Unlike the anonymous postings that one sees on various fake-news websites, we put a name and even a face to the information that we present. Backed by scrupulous attention to reliable sources, the information that we put before the public can be substantiated. At Syndicated Ad Features, we take pride in what we do and can only hope that readers will hold other news providers accountable for their content. 

Monday, January 2, 2017


One of the primary advantages of advertising in a local newspaper is that both paid and free circulating papers reach the majority of homes in their communities. People who read these papers are the potential customers, clients, and patients that local advertisers want. Weekly newspapers, in particular, get read because people want to know what is going on around their home towns. Aside from learning what events are taking place and how public affairs may impact them, they also want to know what local stores, businesses, and service providers are offering.
Not only do local newspapers have excellent penetration, they have both permanence and desired obsolescence. A newspaper will remain in the home, where it is referenced, read and reread, and clipped, until the next issue comes and the old paper is discarded. Instead of a fleeting TV image, a newspaper becomes a fixture in the home that encourages the habit to read.
On top of that, newspapers offer our clients flexible rates and sizing, as well as preferred placement possibilities. All these advantages add up to an advertising medium that is hard to beat.

Sunday, December 4, 2016


Some of the most successful advertising campaigns in history have tied a product or service to a face or persona who represents the brand. For instance, Wendy’s has had the red-haired daughter of the restaurant chain’s creator in its commercials, while Colonel Sanders’ mustachioed face is at the center of all of Kentucky Fried Chicken’s advertising. The fact is that we humans respond to faces more than, perhaps, to any other visual stimuli. When confronted with a face, it is nearly impossible for the onlooker not to be drawn to the eyes and make some sort of connection.

Our advertising strategy enables our clients to take advantage of this human response by placing their photographs at the head of every one of the ads that we provide for them to run in their newspapers. Each of these head shots is followed by our client’s name and a bold-face headline that is designed to catch reader interest. After viewing each new and different weekly column, readers are likely to give at least one more glance back at the picture and make the association between the copy and its author.

In this way, we help our clients to establish their personal brand. In time, they may come to be as recognizable as any local personality or celebrity.   

Sunday, November 6, 2016


While most consumers regard pop-up ads and radio/TV commercials to be intrusive, many readers pick up a local newspaper with the intent of finding coupons and advertising. With this in mind, we, at Syndicated Ad Features, have long encouraged our clients to advertise strategically in local weeklies. By placing their advertising in sections of the paper that are most inherently aligned with their profession or business, our clients can expect to attract readers who are likely to be the most interested in their service or product.

As an example, many of our automobile-related clients run their weekly information-based advertising in the automotive sections of their local newspapers. This categorical positioning is likely to draw readers interested in either buying/selling vehicles or repairing/maintaining or modifying them. Against this background, our clients place their pictures, names, and attention-grabbing headlines with copy that is written to appeal to readers’ automotive interests. Over time, these advertising pieces give the impression that our clients are experts in their field, specialists who can be counted upon for good advice and direction.

This simple formula has served out clients well over the decades, and continues to be a model of successful advertising for small business owners and professionals.