When readers come upon an advertisement, they should be able to tell immediately who the advertiser is and what is being offered. Otherwise, it's on to the next picture or headline. With this in mind, Syndicated Ad Features offers its clients a clean layout that includes an attention-grabbing headshot that is designed to familiarize the readers with the advertiser; an attention grabbing, bold-type headline; and a well-researched, well-written column that personally conveys the advantages of working with this local business.
From a visual standpoint, Syndicated's editorial layout makes important use of white space and a border to separate its information-based advertising from surrounding advertisements. One look tells the reader that this is something different and worthy of attention. A subsequent reading reaffirms the positive impression and establishes a relationship.