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.