Sunday, March 9, 2014

LOOKING FOR A GOOD READ?, by David Margolis, President

All you have to do is walk down the street to understand that people get their information from a host of platforms - from cell phones to iPads to laptops. Whereas advertising efforts were once restricted to newspapers, billboards, TV, and radio, the Internet now puts the world at your fingertips. Yet, as pervasive and accessible as Internet content is, one has to wonder if it leaves a lasting impression.
Local newspapers, on the other hand, seem to exert a great deal of influence on readers. According to a survey conducted by the National Newspaper Association, nearly two-thirds of adults, who read local newspapers, say that the publications influence their purchasing decisions. By comparison, more than three-quarters of those surveyed indicated that they rarely or never rely on radio to make purchasing decisions, while seven out of ten are seldom influenced by TV before they decide to buy. Perhaps most revealing is the fact that almost half of those surveyed said that they rarely or never rely on the Internet for purchasing decisions.

 Readers place more value in local newspapers, because they know and trust their sources - neighbors, who tend to be involved in their communities. Thus, readers are more interested in and trusting of what they have to say, which is why the average amount of time spent reading a local newspaper is nearly 39 minutes.

For all these reasons, we provide our clients with eye-catching advertising that is tailored to their specific business or profession and designed to educate readers. Our advertising leaves a lasting impression.  

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