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.