Sunday, July 16, 2017

REACHING YOUR AUDIENCE, by David Marglois, President, Syndicated Ad Features

One way that the effectiveness of advertising can be assessed is on the basis of its ability to reach potential customers, patients, and clients. Business owners and other professionals want to know how many people see their advertising. When the medium is television, local TV stations will inform their advertisers as to how many people watch each show. However, it remains anyone’s guess as to how many viewers actually watch the commercial. The same might be said of radio listeners  who switch stations when an ad airs.

As far as local newspapers are concerned, advertisers know they target a local audience, and circulation numbers give a good idea of market saturation. These two factors help ensure that our clients will reach their intended audience. Beyond that, our clients can customize the advertising that we provide them to elicit feedback from readers that will help them gauge the effectiveness of our advertising program.
We are proud to say that many of our clients are personally approached by local readers of their advertised newspaper columns who simply want to say how much they enjoy reading what they have to say  each week.   

Sunday, July 2, 2017

NEWSPRINT, By David Margolis, President, Syndicated Ad Features

While some people assume that the newspaper industry is not ecologically responsible, it should be pointed out that newsprint comes from renewable sources. In fact, the USDA Forest Service reports that more than twice as many trees are planted than the amount used to make newsprint. By managing the forests, paper manufacturers make sure that, for every tree harvested, several more are planted or are naturally regenerated in their place. As a result, total forest cover in North America has remained relatively stable, as sustainable foresting has helped prevent catastrophic damage from fires, disease, and insects. It should also be pointed out that recycling efforts have helped reduce the need to harvest new wood. 

With all this in mind, we continue to believe that newspaper advertising is not only a cost-effective means of helping our clients grow and prosper, but it is also ecologically responsible.

Sunday, June 18, 2017

BUDGETING FOR ADVERTISING, by David Margolis, Syndicated Ad Features

One way to calculate how much a business should spend on advertising is to figure it as a percentage of sales. Using this model, a business owner uses 5% to 7% of past sales or projections of future sales to budget for advertising. For a more precise calculation, some recommend that business owners calculate both 10% and 12% of their annual projected sales and multiply each number by their gross markup percentage, which is the ratio of product costs to selling price. Once these calculations are made, the rent or mortgage payment should be deducted from each number. The remaining balances represent the range (in dollars) that should be set for an advertising budget.

Whichever method is used, we at SyndicatedAd Features are quite confident that we can offer you an effective advertising program well within your budget.

Sunday, June 4, 2017

TWO-WAY TRAFFIC by David Margolis, President

While our agency has primarily encouraged our clients to advertise in their local newspapers, we also recognize the potential effectiveness of web advertising. Each medium has its advantages. Local newspapers cost-effectively target potential consumers of our clients’ products and services in their immediate areas, while Internet advertising may capture the interest of individuals who more readily turn to their electronic devices for consumer information. To take full advantage of each, our clients can cross-reference their businesses and professional practices in their local papers and online. Our copy lends itself to placement in both mediums. If our clients want to direct
newspaper readers’ attention to their websites, they need only suggest as much in the customized portion of the columns that we provide them. That way, our clients can increase their exposure and advertising presence.

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.