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!

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.