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ARCHIVE OF ARTICLES
YOU DESERVE
PREFERENTIAL TREATMENT!


A CLEAR MESSAGE!

FREQUENCY RESPONSE

WHAT'S THE POINT?

"WHERE EVERYONE KNOWS YOUR NAME"

CAN YOU AFFORD NOT TO ADVERTISE?

MORE THAN JUST A PRETTY FACE

ABSORBING READING

WHO'S PAYING ATTENTION?

CONTENT, CONTENT, CONTENT

OF LOCAL INTEREST

WHAT CHOICE DO YOU HAVE?

LET'S FACE IT!

DID YOU KNOW?

WHAT DO YOU HAVE TO SAY FOR YOURSELF?

WHAT MAKES YOU THE EXPERT?

WHO GETS IT RIGHT?

NEWS YOU CAN USE

APPOINTMENT PREFERRED

WE KNOW WHERE TO FIND YOU!

TOON IN!

DON’T GET BLOGGED DOWN!

DRAWING READERS IN

SETTING YOUR SITE ON CONTENT

LOOKING FORWARD TO SEEING YOU AGAIN!

MAKING A LASTING IMPRESSION

A BLACK-AND-WHITE MATTER

RECYCLED PAPER

TIMING IS EVERYTHING

WHAT DO YOU HAVE TO SAY FOR YOURSELF?

THE READERSHIP EXPERIENCE

BY THE NUMBERS

BIG SPLASH OR CONTINUOUS FLOW?

WHAT WAS YOUR NAME AGAIN?

TELL ME SOMETHING I DON’T ALREADY KNOW

HOW DID YOU GET HERE?

YOUR WEEKLY READERS

GIVE THEM THE INFORMATION THEY WANT!

AN ENTHUSIASTIC SHOWING!

MODEL BEHAVIOR

STOP ME, IF YOU’VE HEARD THIS BEFORE

DID YOU KNOW?

STARTING FROM SCRATCH

TAKE A GOOD LOOK AT YOURSELF!

MAY I HAVE YOUR ATTENTION, PLEASE?

SEX SELLS...

CONSISTENT BASIS

PAYING A PRICE

FAMILIAR FACES

WHAT’S HAPPENING IN YOUR AREA?

ON TARGET!

WHY YOU?

CAN YOU BELIEVE WHAT YOU READ IN THE NEWSPAPER?

WHAT YOU SAY AND HOW YOU SAY IT

STOP ME, IF YOU’VE HEARD THIS BEFORE

JUST ANOTHER FACE IN THE CROWD?

WHAT MORE CAN YOU DO?

WE SEEM TO HAVE THAT EFFECT ON PEOPLE

SMALLER IS BIG!

PINPOINT ADVERTISING

A COORDINATED EFFORT

EFFECTIVE IMMEDIATELY!

BUY LOCAL!

LOOKING FOR A GOOD READ?

FACING FACTS

YOUR ATTENTION, PLEASE!

ARE YOU BEING TAKEN SERIOUSLY?

DID YOU KNOW?

A STEP AHEAD

GET WITH THE PROGRAM!

OUR SUCCESS CAN BREED YOURS

MAKING THE CONNECTION

WE TAKE YOUR WORK SERIOUSLY

NO COMPETITION

WHO READS THE NEWSPAPER?

WHY ADVERTISE IN THE NEWSPAPER?

SELL YOURSELF!

IN YOUR OPINION

PLEASE EXPLAIN WHAT YOU DO

HAVE YOU GOT A MOMENT?

HOW DOES OUR ADVERTISING STACK UP?

WHO READS OUR ADVERTISING?

FOR YOUR INFORMATION

WHAT DO YOU HAVE TO SAY FOR YOURSELF?

WHAT’S YOUR BRAND?

HELLO, WHAT DO YOU DO?

YOUR BUSINESS IS OUR BUSINESS

FIRST RUN AND FIRST RATE!

MAKE US YOUR ADVERTISING DEPARTMENT

OUR STRATEGY

MAINTAINING VISIBILITY

AFFORDABLE ADVERTISING

WHAT SETS YOU APART?

ON TARGET!

GET RECOGNIZED

ADVERTISING THAT GETS SEEN

READING BETWEEN BLURRED LINES

TEXT SELLS!

GET YOURSELF NOTICED!

THE SAME, BUT ENTIRELY DIFFERENT

TWO-WAY TRAFFIC

BUDGETING FOR ADVERTISING

NEWSPRINT

REACHING YOUR AUDIENCE

ARE YOU REPEATING YOURSELF?

WE COME AS ADVERTISED

YOU DESERVE PREFERENTIAL TREATMENT!

When it comes to advertising, consumers prefer not to be ambushed by pop-up ads or assaulted by banner ads. Instead, they like to find advertising on their own. According to The Newspaper Association of America's report "How America Shops and Spends in 2011", 52 percent of adults indicated that newspapers are most relied on to make purchasing decisions and to plan shopping outings. By comparison, only 36 percent relied on TV ads to make consumer-based decisions and 16 percent placed their faith in general interest websites. When it comes to retail advertising, in the eyes of consumers, newspapers come out on top in terms of convenience, reliability, and truthfulness. These are certainly desirable traits when it comes to committing advertising dollars to a medium that has a proven track record of attracting eyes, establishing brands and producing results.

A CLEAR MESSAGE!

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.

FREQUENCY RESPONSE

Frequent and consistent advertising builds awareness in the mind of the consumer, which leads to familiarity, which in turn creates trust. Thus, it is important that advertisers follow a regimen that places their faces, services and products on the pages of local newspapers to draw in readers. The fact is that many advertisers grow tired of their own advertising long before their readers ever do. From their standpoint, readers value consistency, in terms of placement, style, format and an interesting, entertaining and informative topic. A customer or patient may not need your product or services today or even next week. The payoff from consistent and frequent advertising comes when there is a choice to be made and your advertising efforts have placed you top of mind at the forefront. In the reader's mind, you are a familiar, trustworthy and unwavering friend and neighbor worthy of their business.

WHAT'S THE POINT?

Has your attention ever been grabbed by a headline that immediately leads you to read a column that provides no real answers or explanation until the final paragraph? Good advertising should be concise and worthy of the reader's time and attention. Syndicated Ad Features incorporates its client's picture and byline into an eye-catching format that leads with a headline and follows up with a concise and interesting column that is designed to educate the reader in 120 words or less. Over time, this series of information-based advertorials builds a personal relationship that leads the reading public to regard you, the advertiser, as having the knowledge and expertise necessary to provide the service and/or product they want or need. That's the point! Branded content draws an audience that is more likely to purchase products and services.

"WHERE EVERYONE KNOWS YOUR NAME"

With the acknowledgment that this week's headline owes its widespread familiarity to the long-running hit sitcom Cheers, we evoke the well-known phrase to underscore the importance of frequently advertising. As has been said many times, frequent advertising builds familiarity which leads to trust. When prospective clients, patients, or consumers lay their eyes on an advertiser's face and words in the local newspaper, week after week, it tends to build the kind of rapport that neighbors create when they repeatedly bump into one another in their locality. Not only do readers begin to feel as though they know you, they look forward to seeing your face and hearing what you have to say. At that point, a successful advertising strategy built on consistency and frequency begins to pay dividends. After all, who would you do business with or seek personal service from - a randomly selected stranger or a trusted and respected friend?

CAN YOU AFFORD NOT TO ADVERTISE?

While there can be little question that these are tough economic times that challenge the resourcefulness of small businesses and professional practices, it is hardly a time to cut back on advertising. If anything, it is time to step up efforts to maintain your visibility in the public eye and remain relevant with your advertising message. You could be offering the best goods and/or services in your area but, if people are unaware of who you are and what you do, they will not be buying. In this respect, advertising is as important as stocking your shelves and opening your doors to business. It establishes your presence. If you are not already advertising effectively and consistently, it is important that you start putting your name and face in front of the public. If you are already advertising, keep it up! Otherwise, the public might assume that you have disappeared.

MORE THAN JUST A PRETTY FACE

Those already familiar with Syndicated Ad Feature's advertising strategy know that it pays to put your face in the public's eye - literally. Each of our clients runs a weekly column ad in his or her local newspaper that features a picture and byline. Not only are readers' eyes immediately drawn to a smiling face, the picture helps establish personal familiarity with the advertiser. However, there is more to drawing readers' eyes than just presenting them with a pretty face. It is necessary to back up that image with words. We provide content that is thoroughly researched and developed to cultivate reader interest. The polished and informative nature of the column is intended to elevate the advertisers to the level of expert in their field of choice, someone whom readers respect and trust for his or her knowledge and experience.

ABSORBING READING

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.

WHO'S PAYING ATTENTION?

If you watch TV, you know that advertisers are doing everything in their power to attract your attention, from turning up the volume on their commercials, to using captivating visuals. The question is: Are you buying into what they are selling or are you using your remote control to switch the station as soon as there is a commercial break in the programming? Beyond that, it is fair to ask how much attention you pay to radio advertising, Internet and newspaper ads. More importantly, how much attention is the general public paying? According to a recent survey that appeared in AdWeek, consumers indicated that the types of advertising that they were most likely to ignore were Internet banner ads (43%), Internet search engine ads (20%), TV ads (14%), radio ads (7%), newspaper ads (6%), and none of the above (9%). Thus, it is pretty fair to say that newspaper advertising is the most likely of these advertising forms to get noticed. Which would you put your money on?

CONTENT, CONTENT, CONTENT

These days, advertisers have many ways to get the word out. They can advertise on TV or radio, on the Internet, in the newspaper, or pay to have an airplane flown overhead that carries a banner with their names on it. Whichever way they choose to go, it must be credible in the public's eyes. After all, anyone can get his or her voice heard on the Internet (yes, including us), but not everyone can back up what they have to say. That's why professional journalists will give out only information that they can have confirmed by two or more credible sources. Otherwise, who is going to entirely believe what they have to say? Advertisers have to ask themselves how they are going to provide unique, relevant, and differentiated content that readers feel they can rely on. One answer is Syndicated Ad Features. We provide our clients with interesting and verifiable content that appears in their local newspaper, a proven and responsible medium. Content is key!

OF LOCAL INTEREST

Whether your interest in news and current events involves what's going on in Washington D.C., the rain forests of the Amazon Basin, or Lindsey Lohan's head, there are a number of information sources to which you can turn. On the other hand, when you want to know what is going on in your own neighborhood and the surrounding community, your best source of credible information is always the local newspaper. This is why there are so many devoted readers of local weeklies in virtually every corner of this country. People want to read about things that are relevant to them - including local politics, who died and who is in the police blotter summary. What's the elementary school lunch? What road is being repaved? Who has what to say in the editorial column? How did the high school team do? What local person distinguished him or herself in a noteworthy way, etc.? Thus, when Syndicated Ad Features positions its clients as fixtures in their local newspapers, their weekly column gets read by people who matter- local consumers.

WHAT CHOICE DO YOU HAVE?

Unfortunately, we are all occasionally faced with emergencies that require the help of a professional. Either we wake up with a toothache, become seriously injured, or face litigation that requires that we immediately get in touch with a nearby dentist, orthopedic surgeon, or attorney. The question then becomes: Do we contact the first person to have listing in the local yellow page telephone directory or turn to the professional whose face and expertise we have come to recognize from the local newspaper? The point is that the professional who advertises in the local paper has a leg up on the competition. Of course, thankfully, the choice of a professional is not always made under duress. More often, readers are impressed by what they read in a professional's weekly column. They see it in their best long-term interest to become a patient or client. Syndicated Ad Features provides their professional clients with a proven way to get noticed and cultivate business.

LET'S FACE IT!

What a great idea! In 2004, Facebook founder Mark Zuckerberg launched what was to become a multi-billion-dollar company based on the idea of coupling photos with personal information that users would find to be infinitely appealing. Now, why didn't we think of that? As it turns out, we did! More than forty-five years ago, Syndicated Ad Features, Inc. created an advertising program for its clients which combines the advertiser's picture, byline, a headline and written informational copy, to create print-media advertising that captures the reader's attention and rewards them with useful information. What we knew then, and continue to promote now, is the time-tested notion that people prefer to deal with others on a personal basis. We all prefer to see the faces of those with whom we interact so that we may make decisions and draw inferences based on shared personal understanding and knowledge. In short, when your face is on your advertising, it gives people a chance to feel that they know you personally. As we all know, that's how relationships develop.

DID YOU KNOW?

We live in the "information age", in which anyone can access information that may previously have been inaccessible or too obscure to find. The dilemma now becomes one of sifting through mountains and seas of (dis)information to find verifiable facts. This may not be a problem for the discriminating reader, but what about the person, who doesn't even know the correct question to ask, to get the answers (s)he never knew (s)he needed? To make things easier on themselves, many people turn to reliable sources to get information that they may not even have known they could benefit from. It's nice to know that you might learn something that you might not otherwise know by simply reading the newspaper.

People derive a certain satisfaction from tuning into a radio program or reading a newspaper column that informs them. This is why Syndicated Ad Features' program is constructed the way it is. Each week, readers look for what our client "columnists" have to say about issues and developments in their field of expertise. In time, this platform for dispersing information creates the interest and trust needed to attract business.


WHAT DO YOU HAVE TO SAY FOR YOURSELF?

Advertisers have more ways to bring their names and services to the consuming public's attention than ever before. Aside from radio and newspaper media, there is the Internet, which makes its way to the public's eyes via mobile phones, laptops, tablets, and good old personal computers at home and in the office. So, now that you have a variety of media and information-delivering devices available to you, what do you have to say? Without words and ideas underlying your advertising strategy, everything comes to a screeching halt. Heck, even an airplane towing a banner will have little effect if there is no eye-catching phrase or message to display.

The fact is that most professionals have little time or inclination to develop advertising copy, much less the experience and knowledge needed to create it in a grammatically correct, properly punctuated, well-spelled, and entertaining form. That's where we come in. Syndicated Ad Features provides its clients with pertinent, verifiable, and interesting copy that readers look forward to seeing. It's advertising at its best.

WHAT MAKES YOU THE EXPERT?

Sometimes, as I watch the myriad of talking heads populating the TV screen from the studios of various news media, I wonder just who these people are. It seems that their mere appearance on television programs with ambiguous titles posted beneath their shoulders provides them with instant credibility. The fact is, viewers are all too willing to unquestioningly believe what they see and hear. As far as I (and many others) am concerned, they best be able to back up what they say.

The same may be said for the type of newspaper advertising we offer. Our advertising is designed with our clients' pictures and bylines to appear as though they are guest columnists in their local newspapers. As such, readers accept them at face value (pun intended) to be experts in their particular fields. On this basis, they garner reader interest and trust with the goal of cultivating future business. We also back our clients by providing them with verifiable content that assures them that they can be taken at their word.

WHO GETS IT RIGHT?

When a local news story breaks, Internet tweeters may beat traditional print reporters to the punch, but how reliable is their information? The fact is that many of the breaking stories posted by amateur reporters would never get beyond the editor's desk of a local newspaper. Without access to local official channels, amateur Internet providers often rely on unconfirmed reports, unidentified sources and their own ability to piece the story together. On the other hand, local newspapers must adhere to strict journalistic rules when it comes to investigating a story. As a result, the local newspaper and its website are far more likely to get the story right. Which one therefore is more trustworthy?

There is little question that various media battle one another "to get the story first." However, accuracy should not be sacrificed in the name of speed. In this very important respect, local newspapers wait until they can confirm a news story from its source or through official channels before being put out for consumption. As a result, readers know where to turn for verifiable information. This is why it is so important for advertisers to associate with local print media. Syndicated Ad Features works with its clients to place their advertising where it will be noticed, read, and trusted—in the local newspaper, along with all the other news and information that is too important to get wrong.

NEWS YOU CAN USE

As an advertiser, your credibility and reputation are largely tied to the status of the media in which you choose to make your appeal to the public. As a result, it pays to make your advertising choices thoughtfully. As a local professional and business person, where do you think your investment in time and advertising dollars will best be spent? According to one survey of over 1,100 users of Internet news sites, nearly two-thirds of Americans say they trust community news sites more than mainstream media. It seems that the pages of local weeklies and other community publications are the places to be if you want to be taken seriously.

Another significant benefit of concentrating your advertising in local newspapers is that it attracts the very people to whom you wish to speak. As a general matter, readers of local newspapers are better educated, have higher incomes and have more money to spend. All of these characteristics that retailers and service professionals find so desirable may be attributed to the notion that people in this demographic simply like to read. If so, our clients may take advantage of proper media positioning and readers' thirst for interesting and useful information by putting them in the right place and providing them with the content they believe they need to succeed.

APPOINTMENT PREFERRED

There is a term in television circles known as "appointment TV." This refers to a viewer's commitment to tune in at the same time (every day or week) to watch a favorite TV show that they would not think of missing. If one does not attach such loyalty to a television show, the term can be widened to encompass other forms of entertainment and pursuits. For instance, many people can't wait to read their favorite newspaper columnist or indulge themselves with the weekly special at a local restaurant. In each case, the public is engaged enough with a particular provider that (s)he wouldn't think of missing the next episode, column, or serving. As an advertiser, what wouldn't you give for such a loyal following?

We at Syndicated Ad Features view our role as something of "star makers" as well. Our goal is to make our clients both instantly recognizable and worthy of reader interest and devotion. By taking our clients' images and pairing them with interesting and informational copy that appears weekly in the local newspaper (and Internet), we create an appealing image and attention-grabbing content that most readers find worthy of their time and interest. As people read our columns week after week, they find themselves learning a great deal about many aspects of our advertisers' services and goods. As a result, our clients often hear that the information in their columns motivated readers to schedule an appointment or to simply "drop by".

WE KNOW WHERE TO FIND YOU!

The Internet is relatively new and exciting, but does it deliver the goods to advertisers? That's the question advertisers must ask themselves when they commit to advertising on an Internet site other than their own. The commercial site often cannot guarantee how many eyeballs it will attract until after the fact. On top of that, Internet sites cannot define their audiences to the degree that most advertisers find necessary. Also, there is always the problem that ads on the Internet sites rotate, which makes it difficult to say when a particular ad will appear before the target audience.

Then, there are newspapers. Not only are local papers able to deliver an audience of loyal readers who subscribe to the publication, they are able to deliver a quantifiable audience of interested readers. Unlike the Internet, newspapers often place our clients' advertising in the same section, on request, week after week, so that advertisers can be reasonably assured that readers know where and how to find them. Newspapers are also delivered at predictable times, on a reliable basis, so that advertisers can be sure that their ads will appear with the frequency and predictability that assures consistent exposure. Ask any advertising sales person. The key to advertising success is consistency. Newspapers deliver! Use them to deliver readers to your website.

TOON IN!

Do you know why so many companies use cartoon figures such as geckos, doughy figures, and lovable dogs to advertise their products? Of course you do! We have all grown up with a love of cartoons, which have morphed off the pages of Sunday newspaper comic sections onto TV screens, iPads, billboards, magazines, and weeklies. The fact is that few things attract our attention more than a cartoon on the pages of a newspaper. Our eyes are drawn away from the print toward the carefully drawn box of recognizable figures with the expectation that we are going to laugh or otherwise be entertained. Have you ever turned the pages of a newspaper and NOT looked at the cartoon? Our educated guess is: probably not.

With this in mind, Syndicated Ad Features offers its clients a wide range of cartoons that they can use to draw reader attention and get their messages across. A cartoon can be just the sort of eye-catching attraction that you can use to build a client base, as readers regularly look for your cartoon and the associated copy in your local newspaper.

Also bear in mind that cartoons are very cost-effective in that it only takes a minimum of space to create maximum impact. If you have been thinking about a novel way to start advertising in your local newspaper, a weekly cartoon with your name and message is just the kind of ìout-of-the-boxî idea with the ìin-the-boxî format you have been waiting for.

DON’T GET BLOGGED DOWN!

Blogs are immediate, fun, and interesting to read. Keeping a running web journal of thoughts, ideas, and information pertaining to your business or profession also invites reader scrutiny and comment, which helps build a bigger consumer/client/patient base. These digital forums are not only cost-effective and easily accessible, but they also help build credibility in the public’s eye. On the other hand, they can be difficult to compose.

Not every business owner or professional has the time, energy, and/or inclination to write and edit a carefully researched piece of interesting copy. It can also be argued that, if you are conducting your business successfully, you should keep doing what you do best and allow others to attend to the advertising, bookkeeping, etc.

That’s where Syndicated Ad Features comes into play. We dot the “i’s” and cross the “t’s” on timely and interesting blog content that is carefully selected to be appropriate to your business and appealing to your audience. It is designed to inform readers about your product, service, or field of expertise and increase their awareness about products, ideas, techniques, and procedures pertaining to your line of work.

Let’s face it. Blogs are entertaining to read, but writing quality pieces on a consistent basis can seem a bit more like doing homework than conducting a fun conversation with the cyber audience. Blogs are work. Don’t you have enough to do in your business, practice, or profession without having to write your own advertising? If so, let us do the work for you. If not, you need us more than you might realize.

DRAWING READERS IN

Editorial cartoons on the pages on this country’s newspapers have a long history of drawing reader attention and influencing sentiment. Unfortunately, many newspapers are finding that they no longer have the necessary resources to hire a fulltime artist with editorial sensibility or even to pay for syndicated cartoons. At the same time, there has been no fall-off in reader interest in cartoons that inform, enlighten, and entertain. If anything, readers’ thirst continues unabated for any single-block cartoons with concise messaging. The good news is that advertisers can avail themselves of effective cartoon advertising by running Syndicated Ad Feature cartoons in their local newspapers.

Each cartoon in our vast library is selected to highlight the individual advertiser’s business or profession with images and copy designed to elicit a chuckle or nod of acknowledgement. These cartoons stand out from page text, pictures, and graphic representations as invitations for readers to look at something uniquely fresh and engaging. Once the precedence is set, loyal readers will target your cartoons with your logos, name, and other information as must-see features week after week. The cartoons are easy to spot, easy to read, and hard to forget. There is something about sketched images with pithy, humorous captions that draw our attention and set us up for a punch line. Here’s your chance to run advertising that delivers.

SETTING YOUR SITE ON CONTENT

Now that you have set up a website for your business or practice congratulations! You are well on your way to taking full advantage of the greatest advertising medium since television. And, like TV, your website needs new and interesting content to attract readers and keep their interest. After all, we all may watch a TV rerun once in a while, but our attention is certainly going to wander if that is all we are presented with. Similarly, once readers see all the interesting pictures and graphics on your site and have read all the content, they will want something fresh the next time.

The content we provide is selected and designed to slake reader thirst for something new and interesting. Aside from giving readers thought-provoking content, our copy can help point the way to new avenues of approach to your services and products, as well as new reasons to seek you out. Once readers find that they have something new and different to learn by reading (y)our content, they will be more inclined to make it their business to return for more.

Ask anyone who runs a television or radio station, and he or she will tell you that Content is King! As long as it grabs attention and remains relevant, it has the power to steer consumers, clients, and patients toward products and services that will benefit them. The price we pay for this power is finding ways to feed the monster. Syndicated Ad Features offers its clients an endless supply of advertising content at reasonable cost. When utilized wisely and consistently, it will more than pay for itself many times over.

LOOKING FORWARD TO SEEING YOU AGAIN!

Do you have a friend whom you look forward to speaking with on a regular basis? Sure you do. It’s very likely that this person has the ability to engage you with his or her happy disposition and stimulating, thought-provoking conversation. In fact, your interactions may even spur you to action of one sort or another. If all this sounds natural and familiar to you, it is even more so to us. Relationships such as these serve as the basis for our advertising model at Syndicated Ad Features.

Each week, our clients are provided with interesting copy that engages reader interest and adds to reader knowledge about our clients’ particular profession, business, and/or field of expertise. It is certainly no small matter that our clients’ eye-catching photos accompany their weekly columns, along with their bylines. This format ensures that readers know whom they are talking to, what they do, and what they look like. Everyone likes to put a face with a voice… er… printed words. In fact, local readers may become so familiar with our clients and what they have to say that they may stop them on the street and compliment them on their columns. That’s effective advertising!

Of course, reader interest quickly wanes when presented with repetitive content. That is why we supply our clients with new, informative, and interesting copy on a variety of subjects (in their field of choice) week after week. This continual stream of appealing text is what is ultimately responsible for familiarizing readers with our clients’ products and services, which builds an enduring relationship. Our clients become the friend whose face and words readers look forward to seeing on a regular basis—just like a friend should be.

MAKING A LASTING IMPRESSION

While there is certainly something very romantic about “love at first sight,” we all know that lasting relationships are based on more than mere first impressions. Ask any knowledgeable person in the advertising world about the most important aspect of successful advertising, and he or she is likely to mention “continuity.” When consumers see an advertiser’s face and message on a continual basis, it creates an image in the consumer’s mind and fosters trust.

At the same time, no one wants to see and hear the same thing over and over again. Continuity should never be confused with repetition. While it certainly can’t hurt an advertiser to place the same exact ad continuously, it helps immeasurably to change the message. Otherwise, consumers’ familiarity may turn to contempt. With this in mind, in addition to presenting our clients with an advertising program that runs weekly for a year or longer, we provide fresh advertising copy for each of our ghost-written columns.

Of course, it would be an easy matter for us to supply content that essentially says the same thing in a different way each week. As clever as that might be, we go about the difficult tasks of researching, writing, and editing a variety of new and different topics for each of our clients’ columns. The shared goal is to present readers with fact-based, non-controversial information that enlightens, educates, and entertains. The better we are able to help our clients inform potential consumers about their products and services, the more successful our combined efforts are likely to be. Continuity combined with a well-tailored message helps ensure advertising success.

A BLACK-AND-WHITE MATTER

Are you old enough to remember when 8-track tapes were all the rage, and you spent more time in your car listening to tapes than sitting in your room enjoying your vinyl records? If not, maybe you are old enough to remember when compact discs were the must-have new technology. These sleek disc, filled with digitalized information unleashed by laser technology, were so cool that they made vinyl records and a scratchy stylus look like antiques! That is, CDs were all the rage until MP3 players came along. Now, no one would be caught dead without an iPod feeding music into their ears and MP3 connectivity in their cars. What’s next? Here’s a hint: I hope you didn’t give all your vinyl records away.

It seems that a growing number of stereophiles prefer a turntable, vinyl records, and tube amplifiers over the newest technology. They make a good case for the fact that vinyl contains more information than digital music and that old amplifiers produce a “warmer” sound that newer technology can’t duplicate. Are they right? Well, try telling that to the average ten- or twenty-year-old. On the other hand, educated music-lovers of all ages are falling all over themselves to get their hands on vinyl.

The point is, the Internet is great. But does that necessarily mean that newspapers are dead? Hardly! Each medium not only has its place in the world of information dissemination and advertising, each can co-exist and supplement, complement, and enhance the other. This “battle of the media” is not necessarily a winner-takes-all matter. In fact, it isn’t even a battle.

Savvy advertisers understand that the best way to reach readers is a multi-pronged strategy that captures eyes every way possible and directs them to where the advertisers want them to go. Whether that means newspaper advertising directs readers to a website or a website points readers to another platform, there are many ways to garner readership and interest.

Syndicated Ad Features supplies its clients with copy worth reading. Where our clients choose to place our content is not necessarily a black-and-white matter as long as it ultimately gets read.

RECYCLED PAPER

With a click of the mouse or a touch of the screen, you can instantly summon up Internet images and words that satisfy your need for information and entertainment. Then, with another click, you will probably go on to something else. Are you likely to return to what you saw or read, or will you simply forget it? Either way, an advertiser has just an instant to capture reader interest and arrest it and/or redirect it. It all comes down to content. If unable to present readers with something timely, enlightening, and entertaining, advertisers cannot hope to engage them and provide them with an incentive to purchase their goods and/or use their services.

At Syndicated Ad Features, we provide our clients with the wherewithal to attract and retain readership by placing them in an advertising format that cultivates familiarity and promotes education. We think it is an unbeatable combination. Few things attract attention like the human face, which is why our clients’ pictures appear with each of their columns. In addition, reader attention is further drawn with an eye-catching headline that leads into text designed to educate, entertain, and hold reader interest. Topics and copy change with each ad, which draws readers back each week.

While our form of advertising lends itself to use on the Internet, newspaper advertising has a unique advantage. Most people hold onto their local weeklies until the next edition appears at their door. In the meantime, the newspaper gets read and reread. Papers lie on tabletops and desks opened to pages of interest, exposing subscribers to images that do not fade or disappear in a click. Where is that yard sale this weekend? The answer can be found in the newspaper, along with other news and advertising of local interest. The information continuously gets recycled until the next paper appears. Each time readers pick up the weeklies in their homes, advertisers have the chance to emblazon their images and messages in readers’ minds. That’s paper recycling of a sort we heartily promote.

TIMING IS EVERYTHING

It is often said that “timing is everything,” and, indeed, it is sometimes the case that chance, desire, and opportunity converge in a single moment. However, it is more often the case that “persistence pays off.” This quote linking success to steadfast effort is likely to have more resonance with professionals and business people because it reflects the reality they know to be true. Sure, it is possible that the driver of a car with an overheating engine will spot a billboard for an auto mechanic at the next exit. But, it is far more probable that vehicle owner will already have an ongoing relationship with an auto technician locally, based upon the technician having established a reputable business and advertising it consistently.

According to the report “How America Shops and Spends,” very few consumers have a need for a particular piece of merchandise (or service) on any given day. Thus, the likelihood that an advertiser is going to appeal to their needs with spot advertisements is very low. Advertising needs to be regular and consistent so that it directly appeals to consumers when they are ready to buy, not just when advertisers are ready to sell. With this in mind, Syndicated Ad Features enlists clients to participate in weekly advertising in local newspapers in a format that is designed to promote trust and familiarity. That way, consumers, patients, and those in need of specific services know where to turn when their needs arise.

WHAT DO YOU HAVE TO SAY FOR YOURSELF?

Now that you are committed to advertising your business or practice, what are you going to say that will attract attention and maintain reader interest? Running the same ad over and over will only lead to reader boredom and a dismissive attitude, and blaring prices may only attract the interest of bargain shoppers who, even if they buy, may not be likely to return. Advertising copy with big block letters amounts to shouting, which readers quickly shut out. So, what is it that you want to say and how do you want to say it? To begin with, you want advertising that gets attention and conveys its message simply, honestly, and believably. Successful advertising promotes business owners and professionals and their business/practice/service and sells their benefits, not their features. In short, you want to speak directly to the specific group you have in mind by providing all the facts that the reader needs. Advertising should be timely. Syndicated Ad Features incorporates each and every one of these qualities into its advertising program.

Each of our ads showcases the advertiser’s picture and byline to promote familiarity, followed by a headline in bold letters against a white background. This invitation to read a short paragraph of informational copy related to the advertiser’s particular business/practice/service remains constant while the content changes weekly. Each advertisement ends with a short customized paragraph providing contact information, hours, and particulars about special services or areas of expertise, followed by a helpful hint.

We do our work expertly so that you can successfully attend to your business.

THE READERSHIP EXPERIENCE

Studies indicate that readers’ experiences with local newspapers can differ quite dramatically from the way that people read other sources of information, news, and advertising. While many simply peruse the Internet, the readership experience with local newspapers is often a far more involving experience. Among the things to which newspaper readers pay particular interest, are matters of local news and events that include people they know. For many, reading the local newspaper also provides a way of relaxing and taking a break from more stressful activities. Readers like reading a product that is professionally produced and provides unique content of high quality. They tend to notice who writes their favorite articles and look forward to their work.

It should come as no surprise that we at Syndicated Ad Features have long taken careful note of these and other important aspects of what readers consider important to their readership experience. Not only do we set our clients up to run our distinctive form of advertising in local newspapers, we have created a format that seamlessly incorporates their advertising into the local mix. Each of our client’s columns clearly and emphatically introduces him or her to the reading public with a photograph and byline, followed by a bold headline. Readers are then presented with short, informative articles pertaining to the advertiser’s business, service or profession. Each carefully-written article gives readers new reason to look forward to the next and make a personal connection with the advertiser.

BY THE NUMBERS

As an advertiser, you can look at circulation numbers and the number of hits that a website gets, but the only number you should care about is the number of potential customers you are reaching. It is important to identify your customers and deliver the right ad at the right time. For advertisers with a local reach, the best way to accomplish these goals is to advertise in a local medium, often and regularly. Doing so gives the local physician, lawyer, funeral the best chance at connecting with the public.

Advertising in the local newspaper reaches the customers who are worth reaching. Advertising that is geared specifically to find, serve, and keep them is effective advertising. This is an important distinction to make at a time when there are so many media choices and formats. Many have chosen to cast the widest net and attempt to attract the widest audience with bland, inclusive content that makes little distinction between types of readers and potential consumers. This hit-or-miss approach is one that we at Syndicated Ad Features reject.

Instead, we believe in carefully identifying the people whom our clients most wish to reach and providing them with content that will draw them in. Each customized- column that appears under our clients’ bylines is designed to convey knowledge, experience and expertise that build reader familiarity and trust. We target and deliver an audience to our clients.

BIG SPLASH OR CONTINUOUS FLOW?

Business owners and professionals should not make the mistake of committing their entire advertising budgets to a few big, splashy ads. Oversized ads may look impressive but, unless they are being used to promote a one-day sale or event, the money may be more effectively spent on smaller ads that run with greater frequency. The goal is to reach the greatest number of people over the longest period of time. This can best be accomplished by regularly placing smaller, eye-catching ads in local papers over an extended period of time. Readers may not respond to even the greatest offer made in a large, splashy ad. The timing may not be right for any of a number of reasons. On the other hand, smaller ads, placed with greater regularity, ensure visibility whenever the reader decides that he or she is ready buy what the advertiser is selling.

What constitutes an eye-catching ad? Few images are more compelling than the picture of a face. That is why each advertisement placed by our clients features his or her face and name. Next, we provide our clients with a bold headline that introduces interesting and succinct advertising copy related to his or her business, profession or service that changes weekly. In this respect, our clients assume an editorial status that puts them in a category that readers identify with other widely-read syndicated columnists. As such, readers know who our clients are and look forward to reading what they have to say. Isn’t that effective advertising?

WHAT WAS YOUR NAME AGAIN?

Do you remember that great ad with the talking rabbit on TV that was so cute and made you laugh so loud? Now, if you could only remember what that rabbit was selling. Or, how about that great jingle on the radio that you used to sing over and over and couldn’t get out of your head? You probably never really knew all the words to the jingle, which is too bad. Those words contained the name of the advertiser who shelled out all that money to put that song in your head. The point is, it isn’t a “great ad” if it doesn’t etch the name and image of the advertiser in the reader’s or listener’s mind. Otherwise, it’s just a catchy phrase or song.

Many of our clients, on the other hand, can testify to the effectiveness of our advertising. We often hear such anecdotes as: “I was walking down the street, when a woman stopped me and asked if I weren’t the person whose face she sees in the local paper, each week. She even thanked me for the articles and said that she thought they were interesting.” Or, “I got a few letters and e-mails that asked me to elaborate on the medical procedure that was mentioned in my column, last week. I never imagined that the column would stimulate such interest!”

The fact is that readers find our content to be well worth their while. Not only do they look forward to reading what our advertisers have to say in their weekly columns, they associate the words with a name and face that readily come to mind. That’s the sign of a great ad or, more accurately, a sound advertising strategy!

TELL ME SOMETHING I DON’T ALREADY KNOW

While many people read newspapers and browse the Internet looking to be entertained, these media are also sources of information. When it comes time to have the engine overhauled in your beloved car or there are signs that hip-replacement surgery is inevitable, consumers and prospective patients want information. They want to know what their options are and what they can expect. The same can be said for people who buy flowers, hearing instruments, jewelry, real estate, insurance, kitchen cabinets, or are in need of the services of a dentist, attorney, financial adviser, optometrist, eye doctor, physical therapist, funeral director or gerontologist. While price may play an important role in the goods and services we all seek, we also want to be sure that we are getting our money’s worth and that the work will be done correctly.

Syndicated Ad Features directly addresses consumer concerns over value and expertise by explaining what our clients do and have to offer in the form of weekly columns that we provide them. Each piece of copy contains carefully researched content that speaks directly about any number of aspects pertaining to our clients’ business or profession. In effect, we provide our clients with weekly columns that say: This is who I am. This is what I do. This is how I do it. This is what you can expect. Here are some ideas for your consideration. The client’s picture and byline precede each and every column and help cement the relationship with readers. Information leads to trust.

HOW DID YOU GET HERE?

The Internet is a vast universe that must be knowledgably navigated. Otherwise, it is possible to arrive at a destination by surfing the ‘net and relying on chance. So, unless you can guide someone directly to your business’ website, you are relying on potential customers/patients/clients ability to type just the right search words into their search engines. Your business or profession is too important to leave your Internet advertising to chance.

The key to unlocking your Internet website can be found in your local newspaper. That is where the weekly column provided by Syndicated Ad Features can direct readers to your website.

Does it seem odd that a traditional medium can prove so effective in wringing the most potential from one of the newest? Odd or not, local newspapers draw readers that advertisers value most- local readers, who want goods and services in close proximity. Local newspaper advertising is also cost effective. It only takes the money needed to purchase a few inches of space to attract reader attention and direct it to the Internet where advertisers are free to provide as much information as they choose. Syndicated Ad Features does its part by putting their clients’ faces and names before readers’ eyes and keeping their attention with timely and interesting copy. If readers want more, advertisers need only direct them to the associated website.

This way, our clients have their cake and eat it, too. For relatively little cost, they attract the readers they want and give them all the information they need.

YOUR WEEKLY READERS

If you believe the “conventional wisdom”, the Internet is fast replacing newspapers, which is the primary format that our clients use for their advertising. To be specific, Syndicated Ad Features provides attention-grabbing, paper-ready content that our clients run in their local dailies and weeklies? These are the homegrown newspapers that remain the dominant source of news in this country’s cities, towns and rural areas. Readers count on these newspapers for their news and we count on them to deliver readers. So, how effective is our advertising program?

According to a recent 2011 survey of adults aged 18 years and older, living in areas served by newspapers with a circulation under 15,000, nearly three-quarters (74%) of residents in these areas indicated that they read the local newspapers at least once a week, while nearly half (48%) read them more than once a week and 11% read them every day. Because weeklies or “non-dailies” comprised 86% of the newspapers in the survey, it can be concluded that 70% of the respondents said they read non-dailies. Respondents spend an average of 39 minutes per week reading the local newspaper, which is an increase over the previous year. Perhaps, most importantly, 83.2% of survey respondents, who read local newspapers, do so principally for news content. However 69.2% also indicated that it “provides valuable local shopping and advertising information”.

If that last phrase isn’t music to our ears, it certainly should help dispel any notion on the part of prospective advertisers that “newspapers are dead”.

GIVE THEM THE INFORMATION THEY WANT!

Since the 1970’s, technical advances in computer microminiaturization and the proliferation of the Internet have given birth to the “information age”. As energy and interest shift away from making widgets and toward the dissemination of information, it is becoming increasingly apparent that the written word remains king. After all, what are we using these digital devices for? We Google for consumer information and Bing for travel facts. We want to know how much calcium we should be getting in our diets and how long a hip implant can be expected to last. Is acetaminophen toxic in large doses? If so, how large of a dose poses a risk? What is the single most common cause of low-back pain? What exactly is a cataract? What does LASIK entail? What is the most common wood used for kitchen cabinets? How much life insurance should I have? How many years will a face-lift erase? Can a physical therapist recommend effective prevention and treatment for heel pain?

Readers of our advertising copy know the answers to these questions and thousands of others that they haven’t yet asked. This certainly is a source of pride for our clients, whom readers regard as experts in their fields. The fact is that Syndicated Ad Features provides its clients with well-researched content related to their specific businesses and professional endeavors, which they then run as their own weekly columns in newspapers. We provide information that readers want. The columns can also be run on our clients’ Internet websites. The media may differ, but all require worthwhile information to keep readers engaged. Much may have changed, since the invention of the printing press, but the need for quality content has remained constant.

AN ENTHUSIASTIC SHOWING!

The Pew Research Center is a think tank based in Washington D.C. that regularly conducts surveys and opinion polls designed to take the pulse of America. When they have something to say about issues and attitudes that reflect the thinking of Americans, people generally listen. So, listen to what they have to say as part of their “Project for Excellence in Journalism” and “Internet & American Life Project” reports: “72 percent of adults are quite attached to following local news and information, and local newspapers are by far the source they rely on for much of the local information they need”. Pew goes on to report: “In fact, local news enthusiasts are substantially more wedded to their local newspapers than others.”

This report certainly reinforces what we at Syndicated Ad Features have known for quite some time. That is, people in communities across America rely on their local newspapers for information they can use and content they can trust. The Internet may make information from around the world more available, but the information that people glean from their local newspapers is what they find to be most relevant. This fundamental truth is what forms the basis of the advertising strategy we recommend to our clients. By regularly and consistently putting their names and faces in local newspapers, along with interesting and informative copy that we provide, that is related to their business, service or profession, advertisers can forge a relationship with readers that is bound to lead to increased awareness of who our advertisers are and what they can do for their readers.

According to Pew, nearly three-quarters of American adults rely on the local newspaper for information. That is quite an enthusiastic audience!

MODEL BEHAVIOR

There is hardly any question that the Internet has impacted newspapers in ways that make most, if not all, question their business models. As much of the advertising of most dailies has fled to the Web, big-city newspapers have taken steps to incorporate websites into their established core. As these big newspapers try to make sense of making more dollars from their Web-based extensions, many have elected to slash costs by cutting down on production, jettisoning staff, and/or cutting content. In the meantime, local newspapers remain relatively unscathed, which may lead one to wonder whether they didn’t have it right all along.

If you want to read what the Associated Press has to say about a national or international event, you can read their news all across the Internet. On the other hand, if you want to know why the water main broke in your local downtown area, you turn to the local newspaper. The point is that local newspapers have always focused on what they do best- reporting local news and events. Because it is far less expensive to send a reporter twenty miles to get a story than it is for a daily to maintain a London office, local newspapers’ reach hardly ever exceeds their grasp. They will continue to get the news and information that locals want to read.

So, when you hear that “newspapers are dead”, remember the words of Mark Twain, upon hearing news of his own death: “The reports of my death have been greatly exaggerated.” Local newspapers are not only alive and well, they serve as an excellent medium to advertise, attract eyes, and garner local business.

STOP ME, IF YOU’VE HEARD THIS BEFORE

Not to be unkind, but we have all experienced holiday dinners with family when Uncle Ned tells the same old story that we have heard at least a dozen times before. We sit there politely, but really don’t listen as the same old words pass through his lips to an indifferent audience. Well, there are analogous situations in advertising wherein an advertiser runs the same old ad, over and over. Although the redundant advertiser can be commended for putting his or her name out there, which is critical to building name recognition, readers have no compelling reason to pay attention to the same old copy. In short, the advertiser, with repetitive ads, becomes Uncle Ned, whom we are vaguely fond of but really don’t take too seriously.

If you are going to advertise consistently, you need fresh material that not only invites readers to see what you have to say, it compels them to pay attention. They should look forward to learning something new about the advertiser’s business or profession. Each column may not necessarily provoke an “aha” moment of earth-shattering realization (although it might), but it should certainly be enlightening and, at the very least, entertaining.

With all this in mind, we at Syndicated Ad Features provide our clients with fresh, carefully researched material to run weekly in their local papers (or elsewhere, including the Internet) under their own bylines. Each new piece of material is geared to the advertiser’s business and contains pertinent news and information that readers find useful and interesting. The more readers know about our clients’ goods and services, the more likely they will be to utilize them.

Does all this make eminently good advertising sense to you? If so, get in touch and we’ll tell you more about our program. In any case, I’ll provide fresh new ideas about our approach to advertising in my next column.

DID YOU KNOW?

Did you know that diamond wedding bands are currently one of the leading categories in men’s jewelry? If not, and you are about to get engaged, it might give you something to think about. I only ask because this is just one bit of information that we provided to our jewelry store-owning clients in a recent column which went on to provide added diamond-buying advice. Chances are that at least one reader was sufficiently impressed with this piece of information to contact the jeweler who ran our column. After reading our clients’ informative column week after week, readers develop a sense of our clients’ credibility, knowledge, and expertise. In time, trust builds, which leads to business. We hardly stop there. Not only do we provide our jewelry clients with fresh, new, informative advertising copy for them to run in their local weeklies and dailies, we do the same thing for ophthalmologists, optometrists, auto dealerships, lawyers, florists, real estate agents, urologists, physical therapists, pharmacists, orthodontists, dentists, drycleaners, hardware store owners, kitchen and bath specialists, financial advisers, chiropractors, and dozens of other business people, service providers, and professionals, who need to reach out to the public with attention-grabbing copy related to their fields of endeavor.

Those who read our clients’ informative and entertaining weekly advertising column know such things as: ophthalmologists can use ultrasound to “map” the surface and interiors of their patients’ eyes; maple remains the favorite choice of wood for kitchen cabinets (but oak is fast gaining ground); financial planners are growing increasingly worried about their older clients’ ability to fully understand the potential pitfalls of reverse mortgages; general liability insurance is not likely to protect a small business against the vagaries of the Internet (Cyber Liability Insurance does); women prefer to receive roses (second only to jewelry) as a gift; nearly anyone can fix a squeaky door with simple tools; melanoma is curable (if diagnosed and treated early); vitamin D prevents fractures in older adults; the Malbec grape has achieved greater potential in the wines of Argentina than the wines from its native France, and on and on.

Our clients are as diverse as the information listed above. If you want to take advantage of our unique and successful advertising program, chances are quite good that we have something perfectly suited to your needs- whether you are a funeral director, plastic surgeon, nursing home owner, interior decorator, mental health specialist…

STARTING FROM SCRATCH

So, one morning, you go downstairs for coffee and decide that you hate your kitchen. It’s outdated and it was never correctly laid out, in the first place. After all, you moved into the house when it was ten years old and, now, it is ten years later. Where do you start? Well, you’re not going to order your kitchen cabinets from Amazon. You want a local kitchen & bath designer/contractor, who can help you custom design a kitchen, choose exactly the cabinets you want, install them, and stand behind them. With this in mind, are you going to hit the yellow pages or are you going to start with the people who write the KITCHEN & BATH articles that you see in the newspaper each week? Chances are that you will go with the latter, because you have seen their faces and are impressed with the fact that they talk very knowledgably about kitchen design, products, and installation. You know all this because you have been reading their eye-catching weekly column out of pure interest since they began writing it.

If the scenario depicted above doesn’t exactly apply to you, perhaps you have found yourself needing a real estate agent, a lawyer, a dermatologist or a physical therapist, and have no one in mind. Wouldn’t you begin your search with that familiar face of the local professional in your weekly newspaper? Our experience says “yes”.

At Syndicated Ad Features, we set our clients up in their local newspapers as the “go-to” professionals and service providers in their areas. By attaching their names and faces to our fresh business/profession-specific advertising copy, we help our clients maintain a continuing presence in their communities. As a result, readers know where to turn when a need arises. They are going to pick up the local paper and call the expert they have come to know.

TAKE A GOOD LOOK AT YOURSELF!

You don’t have to be an advertising professional to know that faces draw attention. Open up an Internet page or look at any newspaper and chances are that you will find yourself immediately drawn to the face(s) on the page. That’s what we humans do. We look at faces for signs of familiarity or intent that will help us assess our relationship to the face confronting us. Simply put, at the very least, we find faces interesting. Faces stand out from among printed words, which is why we insist that our clients place their faces in each of the weekly columns that we provide them.

Once our advertising clients’ faces attract readers’ eyes, they look down to our clients’ names, to the headline in bold type and, then, to the copy. Our columns are simple to decipher and easy to understand. They act in the same way that we all do when meeting someone in person. We smile, tell people our names, and start a conversation. In time, readers grow familiar with the face and look forward to the conversation.

There is no doubt that this straightforward advertising strategy works. Our clients tell us that readers come to them as clients, patients, and consumers, on the basis of having read their newspaper columns and being impressed with what they have to say. The material we supply is carefully chosen to illuminate readers about some aspect of our client’s business or profession. The content often proves so interesting to readers that they call our clients and ask for more information “about the subject that they saw in the paper”. Our form of advertising gets direct results. It’s as simple as that.

MAY I HAVE YOUR ATTENTION, PLEASE?

Where do local business owners, professionals and service providers place their advertising to assure themselves of getting the most attention? Well, if cost were not an issue, TV certainly seems to attract a lot of eyeballs. In fact, research shows that local television news remains the most popular source for American adults to get information about weather, breaking news, and traffic. However, Americans rely on newspapers, (both print and Web), more than any other source, when it comes to availing themselves of a wider range of information. So, which is the more effective advertising instrument?

If local TV viewers are primarily concerned about the local weather report, chances are that they are likely to stick around just long enough to get the information that they need to make golf plans. As for the commercials that sandwich this information, they are likely to be given little heed or dismissed outright. Of course, breaking news is another matter, in that it is more riveting. But, how many news-breaking stories are likely to make it to the screen, during any given day, week, or month? My guess is precious few and, when news does break, there are not likely to be many commercials disrupting such important news.

On the other hand, when readers scour local newspapers for information, they are likely to be searching for the in-depth treatment that only newspaper journalism provides these days. When it comes to such important matters as community events, crime, local government, arts and culture, social services, zoning and development, readers give their full attention. They are not just tuning in for a quick update. They are fully engaged, and, every time they pick up the local paper, they are exposed to the accompanying advertising which they might find as interesting as the news and information.

If local advertisers have the money to splurge on scattershot advertisements that may or may not hit local eyes, fine. Otherwise, Syndicated Ad Features recommends local newspaper advertising as the most effective (cost and otherwise) way to reach the people who matter. Our program works!

SEX SELLS...

…but it is not always appropriate.

I’m sure that most of our clients would agree that the advertising strategy used so successfully by Calvin Klein and Guess Jeans, over the course of the last few decades, would not work for them. Fortunately, there is a category of advertising that works equally well and is embraced by nearly everyone. I’m talking about humor, of course. Everyone has time for, and fully appreciates, a good laugh. That’s why our eyes nearly always go directly to the cartoons on any printed page. Not only are we drawn to faces and graphic depictions of human forms, we identify with situations that we all find funny. The trick in our business, of course, is not to offend anyone. So, good clean fun is the order of the day.

Syndicated Ad Features has a library of well-drawn, subject specific cartoons that are suitable for a wide range of advertising needs. Whether our clients are dentists in need of cartoons depicting talking teeth or insurance agents looking to pictorially represent a fender-bender scenario, we have the cartoons to draw attention to their professions and businesses. Once the punch line is delivered in the caption, the reader’s eye cannot help but continue through the accompanying copy that makes specific mention of our client’s name, location, business hours, specialty, etc. The point is, once we get readers to set their gazes on something that they expect to make them chuckle, we introduce them to our clients.

As one of our clients, Syndicated Ad Features sets you up as a feature writer or, in this case, a humorist in your local newspaper. The two most important words in advertising are “frequency” and “consistency”. Once readers know about you and expect to see your cartoons or columns in their local paper, you have established yourself as a person with whom to do business.

CONSISTENT BASIS

The vast majority of our clients run the advertising copy that we supply to them, every week, in at least one local newspaper or other print publication. The reason for this is simple. Consistency produces results. By placing themselves consistently in front of potential buyers, business owners, professionals, and service providers give themselves with the best chance of getting a reader’s business. Once an advertiser disappears from view, even if it is only for a brief period, he or she runs the risk of becoming irrelevant. This “out-of-sight-out-of-mind” mindset on the part of readers who are potential buyers and clients, is a hard advertising reality that advertising professionals constantly impress upon their clients. As long as an advertiser remains in the public eye, he or she will remain a viable choice for consumers and clients.

Consistency also pays off in another important way. It builds credibility. As readers are greeted by advertising that clearly displays the image of the advertiser and his or her timely informative column, week after week, they come to assume that our clients are leaders in their field. Visibility not only builds trust, it creates a building momentum that leaves competitors behind. In a general sense, consumers assume that any brand that advertises so persistently must be good. They know it takes success and profits to pay for advertising. This implied success leads many readers to assume that consistent advertisers must be doing a lot of things right to garner so many customers/clients. If others are choosing to do business with this person, readers are likely to think that it probably means that (s)he is the right person for them, too.

PAYING A PRICE

The advertising strategy we offer clients is simple. We will set you up with a weekly newspaper column that runs in your local paper(s). It will prominently feature your picture, your byline, and a headline that heralds a new column each week with information pertaining to your business, profession or service. It is followed by specific paragraph with your address, business hours, field of expertise, etc. If our clients choose to advertise a “special” or other aspect of their business, they can do so in the personalized section of the advertising copy that follows the main body of the column. Otherwise, we do not advertise prices.

Advertising that features prices, compels consumers to make immediate judgments about the value of the advertiser’s offer. If that judgment falls on the side of perceived value not living up to the asking price, readers will immediately turn away. Their perception is that the advertiser has nothing to offer them. If the asking price is so low that it leaves readers shocked, many are going to assume that there is some “gimmick” involved.

On the other hand, our clients consistently advertise their expertise, knowledge, and products. Readers use this information to make determinations about the advertiser’s ability and trustworthiness. When apparel chain owner Sy Syms first uttered his business’ well-known slogan, “An educated consumer is our best customer”, in 1974, he could not have better and more concisely summed up our own advertising philosophy. By placing trust in the consumer’s intelligence to make the right choice, when provided with all the pertinent information, our clients stand the best chance of earning readers’ trust and business.

FAMILIAR FACES

Many of our clients have told us our advertising program has made them instantly recognizable in their local community. Such recognition elevates many of our clients to the status of local “celebrities”. People are genuinely excited to meet people whose faces they recognize from seeing them in their local newspapers. As far as our locally recognizable clients are concerned, they are thrilled to have a place in the minds of local readers. Building on that sense of familiarity, our clients can forge relationships that lead to business opportunities and establish themselves as locally important people.

Perhaps the most remarkable aspect of our advertising program is how cost- effective it is. For simply the cost of the specialized content we provide and its placement in local newspapers, our clients can occupy a consistent presence in the public eye. Each of the weekly columns we provide each client features his/her picture at the top, followed by his/her name, which precede the headline. Because our columns resemble informative news editorials, readers eagerly anticipate the new information that each weekly column brings. As such, our clients’ columns become newspaper staples that readers readily incorporate into their weekly reading routines.

Moreover, because each series of our columns is geared toward a different service, business or profession, we provide our clients with news and information about their particular fields of endeavor. As readers digest all the information provided by our clients in their advertising, they come to regard our clients as leaders and experts in their fields. This elevated stature makes it more likely that local consumers, patients and clients will place our advertisers at the top of their lists of people with whom they will most likely consult or do business.

So, it comes as music to our ears, when clients tell us that they are stopped on the sidewalk and asked “aren’t you the one who writes that column in the paper?”

WHAT’S HAPPENING IN YOUR AREA?

Former U.S. Speaker of the House Tip O'Neill once famously said that “all politics is local”. This insightful perception not only pertains to politics, it can be applied to a whole range of topics, issues and interests. For example, local TV stations often lead with the immediate area’s weather report. They know that local viewers want to know exactly what can be expected to happen in the skies directly above them. Of course, people may be interested in national droughts, hurricanes, tornadoes and stormy weather all over the country, but they are most interested in the weather that directly affects them. The same may be said about local sports, crime, community affairs and, of course, politics. This local interest is what drives people to read their local newspapers.

Syndicated Ad Features takes full advantage of people’s strong interest in local affairs by setting our clients up with their own weekly columns in local newspapers. Just as the local school menu, police log and editorials occupy their usual places in the weekly paper, our clients assume high-profile positions on their local pages. By insisting that our clients advertise consistently, we help them establish themselves as local sources of information and services. As readers look forward to reading each new weekly column, that is fresh with new ideas and information related to our client’s particular business or profession, they come to be accepted as solid, local contributors.

Once our clients establish themselves as the most visible and knowledgeable local professionals in their fields, they are certain to be first on the minds of those needing their services. After all, when it comes time to consult a local dentist, are you going to pick a person at random out of the yellow pages? Or, are you going to turn to the dentist who writes the weekly column in the local paper that demonstrates his or her full knowledge, expertise and ability? Our clients, who range from florists and physical therapists, to pharmacists and jewelers, know that local advertising pays.

ON TARGET!

Unless you plan to market your goods and services to people living more than hundreds of miles away, you will want to concentrate your message on your local base of potential consumers, clients or patients. Advertising in local newspapers does just that. That is why our clients find our form of advertising to be so effective. Syndicated Ad Features takes the work out of advertising your business or professional practice. We supply you with interesting, informational and relevant copy that can be placed in your local newspaper. Thus, as one of our clients, you will be able to target a specific audience with advertising that looks forward to reading - which assures you that your advertising dollars are being well spent.

While many consumers regard some commercials and pop-up website ads to be intrusive and annoying, readers generally respond very positively to seeing our clients’ pictures and bylines attached to our advertising copy in their local newspapers. When placed in a section of the newspaper chosen by our clients when possible, and run on a consistent basis, readers grow accustomed to seeing their message. Because the content changes from week to week, readers are never bored by what they read. In fact, they actually look forward to reading something new and different about our client’s products, field of endeavor and/or expertise. Our copy is illuminating, never dull, which helps to build readership and raise the visibility and reputation of our clients. That’s what effective advertising should do!

WHY YOU?

Whether you are owner of an automobile dealership, a dentist or a florist, you need to put yourself in the place of potential consumers and ask yourself why they should choose to do business with you. If you think that answer rests solely with providing goods and/or services at the lowest price, you may want to think again. Of course, no one wants to pay more than one should, but consumers certainly take other factors into consideration. After all, would you necessarily choose to have your hip replaced with the cheapest prosthetic on the market? Orthopedic surgeons, who are clients of ours, are betting their advertising dollars that patients are more concerned with choosing a doctor they can trust to do the best job.

Consumers are also looking to buy their goods and services from people they can be sure will stand behind their work and whose products and will be consistently available. Whether consumers are shopping for flowers, jewelry, eyeglasses or medication, they want to work with a florist, jeweler, optician or pharmacist who is an expert in his or her field and can offer proper guidance and advice. Dealing on the basis of price alone may initially get the business but, in order to get repeat business and future product care, it is necessary to build trust that is based on good experience and respect.

At Syndicated Ad Features, we wholeheartedly believe that one of the best ways to build trust with consumers is to maintain a consistent profile and inform the public of your ability. Our strategy for educating the public about our clients’ knowledge and expertise is to tell them directly. By providing our clients with written copy that pertains directly to their occupation and/or service, readers of their weekly columns are able to familiarize themselves with our clients. After weeks and years of seeing our clients’ faces and reading the interesting and enlightening things they have to say, readers develop trust. As a result, the man or woman they see and read in the newspaper each week, will become the person they will be most likely to call or visit when a need arises. Our advertising program helps ensure that the person they call will be you.

CAN YOU BELIEVE WHAT YOU READ IN THE NEWSPAPER?

According to a recent research study conducted by the Newspaper Association of America, ore than half of American adults report that newspapers influenced their spending in the past week. Anyone sitting at their laptop or iPad may ask him or herself how that could be possible. Aren’t people too pre-occupied with reading Internet content to be influenced by anything that local newspapers, in particular, have to say?

The answer may rest with the fact that people often read newspaper content in a way that is decidedly different form the way that they approach material posted on the Internet. Instead of scanning and perusing pictures and words that are largely placed to entertain and capture the attention of Internet readers, people read newspapers largely to become more informed. Of course, people also utilize specific websites to learn more about a particular subject of interest, which is why we encourage our newspaper-based clients to steer newspaper readers to their own websites. However, many web visitors simply surf the web in search of distractions, while advertisers cast their hooks for unsuspecting prospects.

On the other hand, readers pick up their local newspaper with the specific intention of finding out what is going on in their immediate neighborhoods. They want to know who is advertising what locally, because they often know whom they are dealing with and what they can expect. Our experience has taught us that the best way to take advantage of this interest in local resources is to have our clients consistently advertise their faces and copy in the weekly papers that people tend to read and digest more fully than random Internet offerings. By following our advertising program, our clients give local readers the information they want and need to make their spending decisions.

WHAT YOU SAY AND HOW YOU SAY IT

Our expertise in newspaper advertising tells us that the content of a newspaper ad not only should be different from that of radio and television, it should also be different from what advertisers say in magazines and mailed advertising. We create advertising that directly appeals to newspaper readers by effectively capturing their attention and giving them exactly what they want in the way they want it.

First, each of the carefully researched columns that we provide for our clients each week is headed with their own photograph. Nothing captures reader attention in the way that a picture of a face does. Each of us is instinctively drawn to the human face as a matter of prime interest. From there, reader attention is directed to a headline that uses a large font and bold type. From a distance of three feet, which is the distance that a person can read the large print in a newspaper left open on the kitchen table, readers should be able to make out the intent of the column that follows.

Each of our ghostwritten columns, which is written from the perspective of our clients, speaks directly and concisely (120 words or less) about a subject pertaining directly to his or her product, service and/or profession. These weekly columns range widely in topic matter and each is designed to enable readers to grasp the message of the content within seconds. To retain the reader’s attention, each column uses a direct, narrative style that emphasizes facts over flowery language.

This succinct, eye-catching format helps to ensure that readers will look forward to reading our clients’ weekly columns because they are easy to spot, easy to read and entirely informative. In true journalistic tradition, our clients tell readers who the advertiser is, what (s)he does, and how, when, and where (s)he does it. What more could you ask for?

STOP ME, IF YOU’VE HEARD THIS BEFORE

Nearly all of us have had the experience of having to endure the retelling of a story or joke from a friend or family member. Some people may stop the (re)teller in his or her tracks by saying that they have “heard this one before”. Others simply endure the retelling and automatically switch their brains to other matters while their faces betray nothing but a polite smile. The point is that no one wants to hear the same thing over and over again - least of all consumers who read, watch, or listen to advertisements.

Sure, one of the primary tenets of advertising in any medium is consistency. However, that does not mean that an advertiser is going to reap continued benefit from running the same ad, day after day, week after week, month after month. Along with frequency and consistency, there has to be some variety in advertising. Otherwise, consumers are simply going to tune out the well-worn ad.

In recognition of advertisers’ need to continually present new information to potential consumers; we supply our clients with copy that focuses on a different subject in each of our syndicated columns. Not only is our copy current and interesting, it is designed to inform readers about the client’s special field of endeavor. The more readers know what our clients do, and how they do it, the more inclined they are likely to be to use their products and services.

JUST ANOTHER FACE IN THE CROWD?

If they want to successfully market their services and products to the public, business owners and professionals must first market themselves. Even when presented with the best deals possible, consumers are going to balk, or at least think twice, about doing business with someone with whom they do not share some kind of bond.

One of the best ways for advertisers to establish a rapport with prospective consumers, clients, and patients involves placing their faces before the public. Not only are readers drawn to faces, before all else, on the printed (or cyber) page, they draw conclusions about what they see. It is only human nature for us to see a face and think to ourselves, “now (s)he seems to be someone with whom I could do business”.

Thus, one of the cornerstones of the marketing strategy that we provide our clients is placing their face and name first and foremost at the top of each and every customized column that we supply them with. However, we do not stop there. Because our clients need something new and different to say, each and every time they advertise, Syndicated Ad Features supplies interesting, informational copy each week that readers interpret as our client’s own words.

Seeing someone and listening to what he or she has to say is the best way to gain familiarity and trust.

WHAT MORE CAN YOU DO?

If you are a professional or small business owner, chances are that you concentrate on those aspects of your business or practice that you do best and delegate the rest. We are all in business to make money but not everyone has a head for numbers, which is why we hire accountants. Similarly, not everyone has a talent, or the time, to do his or her own advertising, which is why you hire us. While you might do just fine when hiring a close relative to do your accounting, it usually takes a professional to attract business with carefully focused advertising.

Aside from the fact that our carefully crafted advertising program has a proven record of success over many decades, its other most appealing aspect is that it is affordable. We supply our clients with polished advertising copy with their own picture and byline that is designed to fit within seven to eight inches of newspaper space. As far as purchasing the advertising space in local newspapers, we leave that up to you. You only contract with us for the written words and pictures that are sure to draw public attention and the attendant business. You use our service when and where you see fit in conjunction with any guidance we can provide and you find useful. Our experience counts.

“Effective, affordable advertising.”

WE SEEM TO HAVE THAT EFFECT ON PEOPLE

Of course I’m going to tell you that we are very good at what we do! After all, I’m not only a salesman, I’m in advertising! People in my position make claims all the time. However, the only way to stay in business is to back up those claims with proven results.

In consequence, I am going to suggest that you look past me for a moment, and read what our clients have to say. Many of them renew with us, year after year, because our advertising program keeps them current and focused in the public eye. Not only do readers look forward to what our clients’ advertisements have to say, they come to regard them as experts in their fields. Many clients of ours report being treated like “celebrities”. People recognize them from their pictures in the paper, and they actually stop them in the street and engage them in conversation about things that have been written about in their columns. You really cannot beat that! Our advertising program leads to name and face recognition. On top of that, it compels and engages readers’ interest which, ultimately, leads to business.

Just ask us for some referrals. We’ll be happy to supply them to you. We have been in business for nearly fifty years and are still going strong, Syndicated Ad Features!

SMALLER IS BIG!

There is little doubt that, over the last decade or two, large metropolitan newspapers have been struggling to compete with Internet-based news-dispersing organizations for readers. I say “news-dispersing” because there are not a great many news organizations with both the will and ability to research and report the facts that go into providing credible news. Many websites simply gather news tidbits (some confirmed, some not) and mix them with opinion, gossip, and entertaining matter… which is fine for some readers. Others prefer to get hard news from a source they can rely on, which is why many Americans make sure to read metropolitan daily newspapers for some local, and most national and foreign news. More importantly, a great number of Americans read local newspapers to get the news that most immediately affects their lives.

Thus, it is important for professionals and small business owners to realize that more than 20 million Americans still get a significant amount of their news from small-circulation daily and weekly newspapers. In fact, business for local daily and weekly newspapers is quite healthy, if not booming. This is good news for our clients who advertise with the content we supply them in their local newspapers. Our longstanding strategy of investing advertising dollars in local media not only provides our clients with tremendous value, it targets the local customers, clients, and patients that they want to attract to their stores and offices.

PINPOINT ADVERTISING

There once was a time when businesses could combine their advertising content into a single section of the Sunday newspaper and rely on reader habits to get their messages across. Whether it was their goal to provide important clues about the week’s upcoming buys or to simply gain wider recognition, smaller businesses could successfully align themselves with larger big-box retailers focused on price-point shopping. This mass marketing provided a very cost-effective way for small businesses to piggyback on larger advertisers, all of whom benefitted from readers’ widespread habit of reading the Sunday newspaper. However, habits have changed.

As a result, small business owners shifted their advertising spending to local newspapers. So-called “hyperlocal” newspapers have lower ad rates and personalized service that provide local advertisers with opportunities that they scarcely can find anywhere else. According to the 2012 Local Merchant Report, which provides insight into the motivations of small business owners, nearly half of those interviewed cited the “ability to drive new customers” as the primary reason for advertising hyperlocally. When local businesses and professionals run our syndicated advertising content consistently in their coomunity newspapers, the results are unmatched.

A COORDINATED EFFORT

In order to be effective, advertising must be focused and consistent. Campaigns that put all of the advertisers’ eggs in one basket are risky endeavors, at best. For these reasons, Syndicated Ad Features has developed a strategy that emphasizes continuity and works to get our clients locally recognized. Proper placement in local newspapers helps to attract readers with consistently interesting and informative advertising content that readers actually look forward to. To be successful, we have strived to develop a close working relationship with local newspapers all around the country.

One of the primary benefits that we derive from coordinating our efforts with local newspapers is that our clients get more personalized service. As a result, our clients are more likely to be assured desirable placement. For instance, placing ads in sections with similar content helps our clients gear their advertising toward specific audiences. Once ad placement is secured, readers get to know where to find our clients’ informational pieces. This leads our clients toward building a readership base that guarantees they will get their message across. No other advertising strategy garners the type of brand recognition that we help our clients cultivate. There is no better way to steadily build a business or client base, regardless of cost.

EFFECTIVE IMMEDIATELY!

While numerous surveys show television to be the most influential advertising medium, this influence does not necessarily translate into increased business. According to a recent online survey of 5,000 US adults, conducted by Nielsen on behalf of the Newspaper Association of America (NAA), newspapers (in print and on the Internet) rate highest in effectiveness. In fact, the survey showed that newspapers ranked ahead of radio, Internet, and TV, when it came to advertising efficacy. When various media types were broken down into different segments, the survey revealed that the local newspaper topped the ratings, in terms of likelihood of viewers making purchases and their propensity to notice ads.

As we know all too well, TV ads are generally regarded as interruptions. If there is anything worse than being forced to view an irrelevant TV ad, it is having to watch it over and over again. As far as ads on social media sites, the NAA survey showed that they rank near the bottom of the list of “usually noticed” advertising and “likely to purchase”. Conversely, ads on social networks rank near the top for “advertising annoyance”, as readers regard the ads to be irritating and useless.

On the other hand, the advertising copy that we provide to our clients to place in local newspapers is generally regarded as relevant and trustworthy. In fact, the carefully researched articles provide consumers with the information they need to make informed decisions. Many readers cut our copy out of the newspaper and bring it to our clients, citing its content as the motivating factor behind making their visit.

BUY LOCAL!

Prior to the recent recession, consumer interest in buying American goods was largely motivated by patriotism. In the days since the recession started, the “buy local” movement has additionally been spurred by financial self-interest and survival. Consumers now want to spend their dollars in their own communities and invest in themselves. This may seem like a small, grassroots effort, but the sentiment is widespread.

According to a recent survey, nearly 90 percent of consumers surveyed indicated that they believe that small businesses contribute positively to their local communities. Moreover, a similar percentage said that small business success is a critical element of overall U.S. economic health, while more than 90 percent declared that they believed it important that people support the small businesses they value in their community.

We at Syndicated Ad Features could hardly agree more! For nearly fifty years, we have advocated an advertising strategy that is designed to speak directly to and attract local consumers. Our simple format fits seamlessly into the folds of local newspapers all over the country where our clients advertise their specific products and services to local consumers. Our advertising is specific and personalized. Our intent is to cultivate a trusting relationship between our clients and their communities that results in mutual benefit and local growth.

We are glad that increasing numbers of Americans are joining the buy local effort.

LOOKING FOR A GOOD READ?

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.

FACING FACTS

Regular readers of our clients’ advertising columns know that each is headed by a picture of the advertiser. I hope that my own smiling visage (pictured above) provides good evidence that it is always nice to be greeted with a friendly smile. It helps to put a face (pun intended) to the name and provide readers with a better understanding of who we are.

This straightforward approach, which includes a bold headline and ensuing succinct copy, does not rely on gimmicks or hyperbole. Instead, we help our clients to foster a better understanding of who they are, and what they do, by supplying the readers of their customized columns with pertinent information about their businesses and professions. Week after week, our columns explain a different aspect of our clients’ services, techniques, and products - with the goal of furthering understanding. In this way, readers get to know our clients nearly as thoroughly as if they were to meet them in person and ask direct questions.

This approach to advertising takes commitment, because “consistency” is one of the most important words in advertising. It takes time to build knowledge and trust. A hit-or-miss approach won’t work unless you are giving something away. We are looking to establish a more permanent relationship.

YOUR ATTENTION, PLEASE!

There is an art to placing a newspaper ad. It has to be big enough to draw attention, but not so big that cost prohibits the placement of further advertising designed to reinforce its effect. And, on the subject of frequency, it has been said that people need at least seven exposures to an advertising campaign before they can be expected to act on it. With all this in mind, we recommend that our clients purchase at least eight column inches of space, each week, to advertise their businesses and professions in their local newspapers. We take it from there.

Every one of the columns that we supply our clients contains content that is researched and written to appeal to the reader’s interest. As a result, consumers get a fuller grasp of who our advertisers are and what they do. It is not enough for advertisers to simply say that they are offering the lowest price. Savvy consumers know that there is a lot more to purchasing goods and services than on the basis of price alone. People want to know as much as they can about what they are getting and who is giving it to them, before they can make an informed purchasing decision. This is true whether you are looking to purchase a car or need the services of a qualified surgeon.

We count doctors, lawyers, insurance brokers, real estate agents, mental health professionals, pharmacists, financial planners, florists, jewelers, dentists, dermatologists, and a host of other professionals among our clients. Each appreciates the value of making their experience and knowledge known to the public.

How about you?

ARE YOU BEING TAKEN SERIOUSLY?

To be perfectly honest, some of the advertising we see in the print media and elsewhere comes off as a bit clownish. Of course, this is intentional, in many cases, as advertisers love to use humor to get their messages across to the public. When done effectively, humor works very well because everyone likes to be amused and have a laugh. If an advertiser can get his or her message across at the same time, humor has worked to further the advertiser’s goals. In fact, one of our own advertising categories features humorous cartoons that are designed to capture the reader’s attention and provoke a smile. However, humor may not always be the best approach. For instance, there may be professionals (orthopedic surgeons, lawyers, chiropractors, psychologists, pharmacists, etc.) or business owners (funeral directors, jewelers, real estate brokers, etc.) for whom a more serious approach works better.

The copy that Syndicated Ad Features provides to our clients is informative and specific to their businesses, services or professions, without being dry. For example, many of the auto dealerships who advertise with us provide interesting information about vehicle purchasing, repair and maintenance that readers find useful. When one of our columns explains exactly what a “CHECK ENGINE” light means, readers are generally thankful that our advertisers have enlightened them - even if it is in only some small way. They might even be inclined to read next week’s column to find out something else that our “auto expert” has to say that may be of interest to them. Then, when the time comes to have their car serviced or repaired, guess who they will call.

DID YOU KNOW?

One of the things in which we take great pride is our ability to provide our clients with consistently interesting and informative copy that compels the reader to look at what our clients have to say. If you want some examples of our work, here are some excerpts from recent columns that you may find worthy of note.

One of our recent WINE columns informs readers that “The Bellini cocktail is a simple drink (whose) yellow-orange color is said to have been inspired by the color of the toga of a saint in a painting by 15th-century Venetian artist Gionanni Bellini - hence the name.” In a FINANCIAL column we released last year, “Instead of filling out Form 8829, entrepreneurs can use a worksheet in the Schedule C instruction book and enter their simplified home-office deduction amount on Schedule C.” From a column in our MENTAL HEALTH series comes news that “More than 65.7 million Americans (29 percent of the U.S. adult population) provide care for an ill, disabled or aged family member or loved one, according to the Family Caregiver Alliance.” One of our JEWELRY columns informs readers that “the Siberian amethyst... is the best quality amethyst to be found, but it does not necessarily come from Siberia.”

In fact, every one of the articles that our clients run weekly in their local newspapers has some significant fact or interesting piece of information pertaining to their fields of endeavor. Some are whimsical. Some are cutting edge serious. All are pertinent and well-researched. We believe that consumers like to be informed. As for our clients, they may agree with American businessman Sy Syms’ famous quote: “An educated consumer is our best customer.”

A STEP AHEAD

If you are a business person or professional, who is fully engaged with the day-to-day operation of your business or practice, you barely have enough time in the day to keep up with all the news involving advancements in products and techniques in your field. For example, a pharmacist may be too busy filling prescriptions and ordering pharmaceutical supplies to take note of the recent news that “statin” drugs are showing promise in their ability to keep aggressive forms of prostate cancer from advancing to the bone. The research is in its infancy stage, but our writing department may deem it to be important and interesting enough to include in an upcoming pharmacy column for our pharmacist clients that will appear in their next newspaper publication. It is our intent to be expert enough in our clients’ businesses and professions that we can speak for them.

Occasionally, we hear from clients that the copy, which we provide them, generates so much public interest, that they need our help. In one such instance, some years ago, an optician was inundated with calls from people who had read about the newly fashionable titanium eyeglass frames that were becoming exceedingly popular. The problem was that our client had little idea that titanium frames were “in” and wanted to know about them. In response, we quickly provided our client with all the pertinent background information needed to fill orders.

These kinds of situations certainly do not happen every day, but they do go to show how committed we are to keeping pace with our clients’ advertising requirements. In some cases, we may actually be one step ahead.

GET WITH THE PROGRAM!

Is your newspaper advertising getting the desired results? Are people walking through your doors because your advertising has told them that you are the best person to give them the products and services they want or need? If not, how about taking a few moments to reevaluate your advertising strategy. Let’s begin by reminding you that our agency has been around for many decades because we have proven ability. We are not going to suggest that you spend more money to attract more business. In fact, if you are already placing ads in the newspaper, you may not have to spend appreciably more to make the dollars you are now spending more effective.

The key to our success is that we offer our clients a program that assures they will maintain a visible profile in the public’s eye, based on our ability to provide them with an attention-grabbing format and arresting copy that is capable of holding their interest. We do all the legwork and our clients have final approval. In time, the trust we cultivate with our clients allows them to free themselves from advertising responsibilities and focus on what they do best.

So, if you have been using the same tired old formula, without much to show for it, you owe it to your business to try us for one year. We think that is time enough for you to notice that our program can make a difference.

OUR SUCCESS CAN BREED YOURS

Since Syndicated Ad Features was incorporated, in 1967, this country has been through six recessions (seven, if you count the recession of 1980-1982 as two). As if you need to be reminded, the last of these downturns in the business cycle was so severe that it earned the name “Great Recession”, because it was the worst and longest recession since the Great Depression. Yet, we are still here, as are a host of our clients.

We have endured because we have an advertising program for small businesses and professionals that works. Our formula for success calls for our clients to regularly and steadfastly attach their names and images to our interesting, informative, and entertaining advertising copy and use it to make themselves well-known to prospective consumers, clients and patients. There are no gimmicks or promises of instant success. We recognize that long-lasting accomplishment must be predicated on hard work and commitment. If you allow us to do the work, and if you commit to our program, we can ensure that your visibility and status as an expert in your field will rise in the minds of all readers within your chosen media reach.

We certainly would not have been as successful as we have, for as long as we have, if we did not offer an excellent and effective advertising program at a very reasonable price. We are not a Fortune 500 company, nor do we count them among our clients. We navigate the same waters as those we serve, which makes us more attentive to our clients’ needs and experiences.

MAKING THE CONNECTION

In order for advertising to be successful, it must first capture reader/listener/viewer attention. In pursuing this goal, advertisers are likely to dangle cute puppies, scantily clad women and/or outrageously funny situations in front of consumers. Sometimes, advertisers need not do anything more clever or inventive than make loud noise to draw attention to what they have to say. In any case, once the consumer is drawn in, it is advertising’s next job to make a product (or service) seem so irresistible that consumers feel that they must have it. Then, the whole experience must be inextricably linked with a name.

The problem, in many cases, is that consumers may remember the adorable image or catchy jingle and fail to connect it with the name of the product. Sure, the commercial showing the baby pushing the bowl of dog food in front of the little puppy was cute, but what was the name of that dog food again?... or was that a diaper commercial? I forget.

With our advertising program, the connection is made and there is no forgetting. Each and every one of our clients’ advertisements begins with the picture and name of the advertiser. That way, readers know whom they are talking to. Next, the conversation begins with a bold headline that captures reader interest and concisely tells the reader what is on the advertiser’s mind. Picture, byline, and bold headline are followed by cogent copy that discusses some aspect of the advertiser’s business or field of endeavor. Once the reader digests what the advertiser has to say, he or she is left with greater understanding of who the advertiser is and what (s)he has to offer. The connection is made.

As succeeding advertisements follow, week after week, with the exact same format but with entirely new copy, the reader begins to look forward to the conversation. As trust, familiarity, and understanding builds, prospects of business rise. Honesty and subtlety do have their places in advertising.

WE TAKE YOUR WORK SERIOUSLY

Price is always a concern in the minds of consumers. This drives many to make their purchasing decisions on the basis of very little else. In that case, the advertiser with the lowest price wins. However, not everyone wants to be riding on the cheapest tire or even wants to be buying an orchid in the local supermarket that has very little chance of surviving. As the old joke goes, no one wants to be driving over an expansion bridge that was built by the contractor who submitted the lowest bid.

Along with most of the reading public, we believe that informed consumers make the best decisions for themselves. With this in mind, we supply our clients with advertising copy that specifically informs readers about their products and services. For instance, our orthopedic surgeon clients regularly talk about hip-replacement surgery, bone-density testing, disc herniation, and other topics that impress readers with their knowledge and competency. We also have clients that are florists, who use the information contained in their tailor-made advertising to inform readers about how to take care of their orchid plants under a variety of conditions. Car dealers talk about vehicle maintenance and repair, while our real estate brokers inform local readers about various buying and selling strategies and details. The list goes on and on. We write copy for dozens of categories - from financial advisers and dentists to hairdressers and caterers.

We take your work seriously because you do. Our advertising reflects both of our serious intents so that consumers and prospective.

NO COMPETITION

If you are small-business owner, service provider, or degreed/certified professional, there is a good chance that there are businesses or professionals in your area whom you view as competitors. Whether your relationship with them is amicable or cut-throat, you are vying with them to gain customers, clients or patients from a finite pool of possibilities. So, how do you advertise? Do you match or beat their prices? Do you advertise head-to-head on the same page? Do you differentiate yourself? Do you make audacious bids for business with spectacular sales?

At Syndicated Ad Features, we suggest that our clients relax and be themselves. We encourage this approach because no one advertises quite like we do. Our program does not necessarily cost more. It simply makes the most of the allotted space by sticking with the basic elements of all successful advertising. Our editorial-style advertising immediately identifies our clients, their names, their business or profession, their experience and expertise, their location, hours, specialties, and even prices (if so desired). All this can be accomplished in a few inches of advertising space as long as it follows our format and runs regularly (once a week).

Beyond that, what sets our clients apart from the competition, is that no one else in your area will be allowed to use our special and effective form of advertising. You, alone, will become the most recognizable person in your chosen field without ever competing directly with your rivals.

If you feel that you are wasting your advertising dollar on ineffective advertising, try our program for one year. You have little to lose and everything to gain.

WHO READS THE NEWSPAPER?

If you think that newspapers have become irrelevant, ask yourself what has replaced them as a source of credible reporting. The Internet may be rife with all sorts of gossip, frivolity, rage, and innuendo, but how much of it can be believed any more than can water cooler conversation? The fact is that readers still rely on newspapers and news services for the facts - whether they read it online or in print publications.

Not only do a majority of adults (69 percent) read newspaper media content in print or online during a typical week, but most young adults (59 percent), between the ages of 18 and 24, access newspaper media content in print or on mobile devices. All this means that the way that people access newspaper content may be changing, but the news content that adult readers seek remains largely the same.

If anything, readership of local weekly newspapers may be higher and more loyal than that for the dailies. Where else can people turn for local news that is bundled into a format that is easy to read and entertaining? That is why for years we at Syndicated Ad Features have been placing our clients in weekly newspapers with advertising copy that builds readership. This advertising strategy continues to work for our clients and can for you as well!

WHY ADVERTISE IN THE NEWSPAPER?

While Syndicated Ad Features provides customized advertising content that can be placed on a variety of media platforms, our experience tells us that maintaining a continued presence in local dailies and weeklies offers the most advertising bang for the buck.

To begin with, unlike passive TV watchers and Internet surfers, newspaper readers are actively combing their papers for news, information, and local promotions. While advertisement placement in a local paper does not necessarily ensure that readers will take notice, proper placement, coupled with our eye-catching ads and proactive reader attitude, certainly increases the odds. That is, we encourage our clients to place their ads in the section of the newspaper that is most similar in content to their own. Doing so increases the chances that readers will welcome our clients’ columns, instead of regarding them as intrusions. Advertisers can target their intended audiences even further, by taking advantage of placement in special sections that appeal to certain reader interests or locations.

Finally, advertising on a regular basis in a local newspaper builds our clients’ stature and reputation where it matters most. In time, positive relationships with members of the community build a loyal customer base and the trust needed to do business together.

SELL YOURSELF!

Professionals and service providers must utilize advertising to sell themselves as much as their products and services. Unless a consumer is intent on purchasing a specific product at the lowest possible price (and is simply a price shopper), he or she will want to do business with a reputable and experienced individual who can best deliver the goods. Consumers, clients and patients want to be able to trust that the person with whom they are doing business, or from who they are receiving services, is fully up-to-date, well versed in his or her field of endeavor, and is worthy of their confidence.

With an eye toward establishing the trust that consumers, clients, and patients need to work with our advertisers, Syndicated Ad Features offers a program that familiarizes their target audience with our clients and their services. Not only does every advertisement that we provide to each of our clients include his or her picture and byline, but every column is custom tailored to showcase and explain the work (s)he does and the service provided. After weeks, months, and years of seeing our clients and hearing what they have to say for themselves, readers feel that they have come to know our advertisers and believe in what they have to say.

IN YOUR OPINION

Newspaper readers are often drawn to the editorial page, where they view “opinion pieces” which are written by respected members of the editorial staff or others. These editorial columns are easily distinguishable from other pieces by virtue of the writer’s picture, a column heading in bold type, and the writer’s byline at the top of the column. This format has come to represent carefully considered, authoritative offerings that readers deem to be worthy of their attention.

It is no accident that we at Syndicated Ad Features offer this same editorial format to each of our clients in every column that we provide for them. This presentation is designed not only to immediately capture the reader’s attention, but also to make them wholly aware of who is writing the piece and what he or she looks like. Placing our client’s name and photograph in front of readers’ eyes helps them to identify and bond with our client. The fresh and interesting client-specific information that follows the headline and byline in each editorial-style advertisement is designed to educate readers and earn their trust.

PLEASE EXPLAIN WHAT YOU DO

Do you wish that you could sit down with each and every one of your clients, patients or customers and explain in detail what you do and how you do it? Don’t you think that providing your target audience with information about your experience, expertise, service and products will help you to build the trust and confidence needed to do business with them? If you do, you probably do not have the time and energy needed to get the word out. Fortunately, we do.

We provide each of our clients with weekly columns that contain specific information about their businesses and professions and are designed to educate. Week after week, our illuminating copy explains what each one of our clients does, how (s)he does it, and what materials and techniques (s)he employs to get the work done properly. The cumulative effect of these efforts is that our clients get to tell the public exactly what they do and how they do it.

HAVE YOU GOT A MOMENT?

In order to get the material that they need to provide our clients with the most up-to-date, pertinent, and interesting copy available, our writers have to constantly research, analyze, and distill information. In the end, our writers need to know a good deal more about what each of our clients does than the average person would ever be expected to know. This dedication enables us to educate readers of our clients’ weekly column about new and interesting developments in their fields.

Even if the service providers and professionals that we count among our clients did have the time and energy to write informative pieces, every week, not everyone necessarily has the talent and ability to communicate in coherent and compelling form. Fortunately, our clients can rely on us to do the work for them. Not only can we be counted upon to develop engaging and thought-provoking copy, we are open to suggestions from our clients about what they would like see in their column material. Our goal is to make our clients “experts” in the eyes of those who read their columns.

HOW DOES OUR ADVERTISING STACK UP?

If you advertise, you want to know that your efforts give you the best possible chance of paying off. To ensure that our clients will meet their advertising goals, at Syndicated Ad Features, we have long advocated a program that is centered around placing custom feature ads in local weekly newspapers. Our experience has shown that this strategy puts our clients in the best possible position to get their names, faces, and businesses noticed by the greatest number of people in their local areas.

Our confidence is not only built on decades of positive experience, it is backed by the numbers. According to the most recent “Community Newspaper Facts & Figures” released by the National Newspaper Association, the total community newspaper readership in the U.S. is 150 million each week - which takes into account a 2.3 pass-along rate. Two-thirds of the adults who read these papers say that newspaper ads influence their purchasing decisions. These two statistics alone would seem to indicate that the eye-catching, informational, custom advertisements that we provide our clients each week are getting seen by the people whom our clients want most to attract.

WHO READS OUR ADVERTISING?

As you surf the Internet, bear in mind that readers of the community newspapers, in which our clients place their personalized ads, take their time. In fact, according to data released by the National Newspaper Association and Reynolds Journalism Institute, readers spend an average of 38.95 minutes reading each edition of their local newspapers. Of these readers, nearly three-quarters (73 percent) read all (or most) of each edition. More than half (51.8 percent) of this readership relies on their local newspaper as their primary resource for local news, which is the most frequently read topic. Nearly three-quarters (71 percent) of these adult readers believe that the accuracy of their community newspapers are good to excellent.

These survey results would seem to indicate that readers of local weeklies look forward to getting their local newspapers. When they do, they are likely to read intently from the first page to the last, looking for information that they rely on. With hardcopy print in front of their eyes, they also seem more likely to absorb the information they see and retain it. With this as background, it is entirely understandable that the informational advertising that we provide our clients has very good credibility in readers’ eyes. With each succeeding issue, our clients continue to build familiarity and trust.

FOR YOUR INFORMATION

As I sifted through some of the columns that we recently provided to clients of ours, who are ophthalmologists, I learned some things that I might not have otherwise known. For instance, even people with inner-eye (intraocular) pressure in the normal range can suffer from optic nerve damage related to glaucoma. In a subsequent column, I was very interested to learn that the FDA has just approved a device that enables blind individuals to use their tongues to sense visual images. Both pieces testify to the fact that the material we supply to our clients is as useful as it is entertaining. We attract readers’ eyes to our advertising by providing them with important information that directly pertains to each of our client’s business or profession.

As a result of these efforts, readers of our clients’ weekly newspaper columns will become more familiar with the products they sell, the services they provide, and the techniques they use to ply their trade, craft, or profession. Our copy is written with the intention of attracting and retaining reader interest with advertising that informs and educates. Over time, we have learned that appreciative and respectful readers will seek out the source of this informative copy for their expertise.

WHAT DO YOU HAVE TO SAY FOR YOURSELF?

While business people, professionals, and service providers may be expert at what they do, they do not always have the time or communicative ability to fully explain to the public how knowledgeable and competent they actually are. That is where we come in. Syndicated Ad Features is in the business of placing our clients in the public eye and explaining what it is that they do. This information cannot be contained in a single advertisement. It takes consistent and frequent exposure to get the word out to readers that our clients are experienced, fully capable, current, and trustworthy.

In time, readers of this advertising come to understand the finer points of their particular field or profession. In many cases, our columns answer questions that have yet to be asked. The subject matter in our ghostwritten columns is carefully researched and designed to capture reader interest. When combined with their photos and bylines, our advertising gives readers a full picture of our clients’ abilities. The more readers know about who our clients are and what they do, the more inclined they will be to connect.

WHAT’S YOUR BRAND?

When Canon hired Andre Agassi to launch their new Canon Rebel camera in 1989, television ads compelled public attention with the slogan “Image is Everything”. In the years since then, we have come to see just how prophetic those words would be. In this era of cell phone cameras, reality TV, Facebook, and other social media, the American public has come to be consumed with image. In some respects, like the proverbial tree falling in the woods without someone nearby to hear it, if you do not have an image to present to the world, you hardly exist. For better or worse, you had better have a series of attractive selfies in your online portfolio if you expect to garner any sort of attention.

While projecting an attractive, wholesome, serious or other image used to be solely the concern of big business, even today’s adolescents know the importance of “branding” oneself. These days, all it seemingly takes to launch a brand is an ever-increasing number of “followers” who “like” amusing or outrageous posts on Twitter. From such “imagined” beginnings sprout empires that include clothing lines, cosmetics, promotional appearances, TV programs, and more.

With this mind, it is important to note that, since our inception, Syndicated Ad Features has recognized the importance of image and branding. Our advertising format has consistently featured our clients’ photos and bylines at the top of each of the columns we provide. By consistently putting our clients’ faces and names in front of the public, we help them to create a brand that prospective consumers, clients, and patients can relate to. Even better, instead of relying on sensationalism, our clients connect themselves to informative copy that bolsters their image as experts in their fields and professions. You see, we all believe in something called “substance”, in addition to image.

HELLO, WHAT DO YOU DO?

One of the first questions that we have all been asked when we meeting someone new is: “What do you do?” If you answered, “I am a dentist”, your response may have been met with a resounding “oh”. In the face of such limited reaction, a dentist (or dermatologist or hearing specialist or interior decorator or optician or physical therapist or any other professional) can only wish that he or she had the time to explain what (s)he really does. For instance, aside from filling cavities, a dentist can cosmetically restore damaged and lost teeth, diagnose oral cancer, treat sleep apnea, prevent tooth grinding with a custom mouth guard, help pregnant patients deal with the potential complications of gum disease, and even prolong life by outfitting edentulous seniors with replacement teeth that enable them to eat nutritious foods. In many cases, dentists are as much artists as they are technicians. But, of course, few business people or professionals have the time to explain all this to the public.

Then again, our clients have a special opportunity provided by our advertising. Each of the weekly columns that we deliver to our clients is filled with information that deals with his or her field of endeavor. The topics, which vary from week to week, provide readers with details, insights, and ideas that each of our clients confronts on a regular basis. In time, after reading these information-based articles, readers come to know exactly what each of our clients does. These priceless pieces of information go a long way toward helping the public know and trust the people behind their advertising.

YOUR BUSINESS IS OUR BUSINESS

As your advertising agency, we consider it our business to know your business. Our program is carefully designed to present our clients’ names and faces to the public and to explain to their potential patients, clients, and customers exactly what it is that they do. Each of the weekly columns that we provide is carefully researched and written to inform readers about a different aspect of their profession. For our jewelry clients, this may mean discussing the fashion-forward look of an Asscher-cut diamond, one week, and explaining why Columbian emeralds are preferable to their African counterparts the next. Our dental clients may be given advertising copy that succinctly talks about such topics as the cosmetic benefits of porcelain veneers, the importance of treating nighttime tooth-grinding, smoking as an oral cancer risk factor, and introducing young children to flossing and brushing, all in one month.

Each column is different and unique, whether it covers a particular aspect of a certain facet of our clients’ professions or introduces the public to a ground-breaking product or procedure. Our advertising copy is entirely relevant, timely, interesting, and even thought-provoking. It will lead readers to regard our clients as experts in their fields, who are worthy of their business and trust. That’s our business.

FIRST RUN AND FIRST RATE!

Are you happy to watch reruns on TV? Do you enjoy listening to your friend tell the same old joke, over and over again? Does your dinner menu at home consist of the same food, night after night? I hope that I have made my point. No one really likes repetition when it comes to information and entertainment. As far as business is concerned, every professional wants a repeat customer, but repetitious advertising is something to be avoided. Readers are likely to gloss over newspaper advertising that says the same thing, over and over (“Sofa and Loveseat $599!!!!!!!).

On the other hand, repetition should not be confused with consistency. In order to make an impression, advertising must consistently make its way to reader’s eyes. To be relevant, our clients’ must maintain a steady presence in the media. On the other hand, in order to draw reader interest, the advertising copy must be fresh. To this end, we provide our clients with content that changes and doesn’t repeat. Each piece of advertising copy is first run and first rate. As a result, readers are not only happy to read what our clients have to say, but they actually look forward to seeing something new and different, week after week.

MAKE US YOUR ADVERTISING DEPARTMENT

Generally speaking, most business people regard advertising as a necessary, but high-cost, part of doing business. Aside from having to pay a publisher or other platform operator for media space, there is the considerable added expense of assembling a creative team. Even then, there is no absolute assurance that the approach taken by an advertising department will be effective. If not, it is back to the drawing board, as an in-office advertising department must devote more time and expense toward getting the tone and content right. With all these dollars and efforts being expended, it is no wonder that small business owners and professionals with limited budgets and advertising resources turn to Syndicated Ad Features.

To begin with, we let our clients deal with publishers directly. That way, the people we serve get the most advertising space for the least amount of money. Next, we serve as our clients’ advertising departments; yet take up none of their brick-and-mortar space. Nor do we ask that our clients do anything more than review our copy prior to publication. Our fresh, new, concise, and informative content goes directly to our clients and their publishers, ready for print or website insertion. Lastly, our approach has been proven to be effective.

Advertising is a critical part of a business plan. Let us take that responsibility off your hands.

A LEARNING EXPERIENCE

As they say, “sex sells”. So do glossy images that arouse the dreams and desires of those who see them on the page or on the screen. However, neither we nor our clients feel that this superficial advertising approach serves their best interests. Our aim is to provide the public with information that it can use to make important consumer decisions. We believe that the readers and viewers of our informative material will come to appreciate our intelligent approach enough to become avid fans of the weekly columns that we provide to our clients.

Each column presents a different aspect of our clients business and profession to the public. For instance, dentists using our advertising strategy might talk about teeth-whitening one week, and tooth implants the next. These may be followed in succeeding weeks by such topics as nighttime tooth grinding (bruxism), gum disease’s possible link to heart disease, oral care for infants and toddlers, root-canal therapy, and a host of other pertinent subjects. Going beyond merely mentioning these topics and issues, columns explain causes, symptoms, treatments, and other information that readers can use to familiarize themselves with our client’s business, services, and profession.

Over time, the columns that our clients use to advertise themselves will come to be regarded as a resource, to which readers will refer for “expert” knowledge. Whether you are a financial adviser, lawyer, ophthalmologist, pharmacist, plastic surgeon, real estate broker/agent, wine merchant, home decorator, hearing specialist, insurance agent, physician, auto dealer/technician, beauty salon owner, drycleaner, veterinarian, or other professional, we have up-do-date advertising copy that is geared toward promoting your interests.

OUR STRATEGY

Every professional copywriter knows that there are numerous strategies that he or she can use to increase product awareness and promote sales. For instance, those who want to promote their wrinkle-removal businesses might be inclined to use the “before and after” approach. Nearly everyone is familiar with those ads showing the sad face of the “before” client, followed by the glowing countenance of the smooth-faced, smiling “after” photo of that same person. Then, there is the “empathy” approach, in which the ad brings us near to tears with heart-rending images of puppies, babies, and even senior citizens. And, of course, our celebrity-obsessed culture seems unable to get enough “testimonials” from famous people. There are also “demonstration” ads that show us how easy and effective a product is, “comparison” ads, and “negative to positive” ads that are intended to change minds.

We use none of these strategies. If anything, we have modified the “advice” advertising strategy to our clients’ advantage. We enable them to inform potential clients, patients, and consumers about what they can do to meet their particular needs. Columns generally explain what each of our clients does and how it may prove to benefit the lives of our readers - whether it is a recommendation from a pharmacy client about which medication to take or guidance on financial planning from a financial adviser. We believe that people appreciate fact-driven advice and value those who dispense it.

MAINTAINING VISIBILITY

One of the primary tenets of any advertising strategy is “consistency”. Consumers are constantly being barraged with all manner of ads. In an attempt to capture their attention, some advertisers roll the dice with large, full-page ads that they hope will pay off in a big way. In many cases, they fail to produce the desired results, because readers just happen to not read the paper that day, or they simply are not interested in what the ad has to say. If, for these or any number of other reasons, a big ad goes largely unnoticed, there is no “plan B”. The fact is that many business owners sink huge portions of their advertising budgets into large ads, which turn out to be something of a gamble.

A far better approach consists of running smaller ads frequently and consistently. By showcasing a format that generally appears in the same section of the local newspaper every week, advertising professionals create a pattern that readers are able to recognize and follow. While there is consistency in the advertising placement and frequency, each advertisement is different from the one that preceded it, thus assuring continuing reader interest.

At Syndicated Ad Features, we provide our clients with an effective, high-profile strategy that fits a modest budget. We believe that many well-placed, smaller ads will outperform larger, more sporadic advertisements. Our record proves us correct.

AFFORDABLE ADVERTISING

When we first approach business owners and professionals with our advertising program, they often question whether they can afford our plan. We counter by asking if they can afford not to use us. The fact is that most small business owners and professionals cannot put the time, money, and effort that is needed, into advertising to make it successful. If so, they may be putting good money after bad into advertising that fails to pay for itself with increasing profits.

To help put our clients on the right advertising track, Syndicated Ad Features not only provides them with a proven strategy, we make it affordable. We perform in much the same way as an in-house advertising department. We feature our clients’ photographs, along with their bylines and headlined copy that is customized to their specific business, service, or profession. While we do all the coordination and shipping, we let our clients deal directly with the local newspaper-r, so that they can get the best possible rates, without the expense of a middleman. All this expertise comes our clients’ way without the need for added staff, office space, or time. Of course, we invite our clients’ input, but otherwise they are free to do what they do best, while we do what we do best.

WHAT SETS YOU APART?

You take great pride in the fact that you pour every ounce of yourself into your business or profession to ensure that your customers, patients, or clients are treated to the best possible experience. When it comes to advertising, you wonder how a marketing firm can properly present you to the public as the knowledgeable expert that you are. After all, how can an advertising business with thousands of clients properly focus on you, the individual?

We begin by putting a picture of your smiling face, as well as your name in bold type, in the header of every piece of advertising that is placed on your website, on Facebook or run in your local newspaper. Next, we ask you to select a title for your weekly column that will properly and accurately reflect you and your business or profession. Then, each week, we provide you with fresh copy that is specific to the work you do. We will discuss the products, practices and techniques that you employ and how they benefit your customers, patients, or clients. We will look into the future of your profession or business and discuss advancements and issues that impact what you do. Readers will not only find the copy that we provide to be interesting, but they will rely on it to keep them informed. In time, readers will regard you to be the local expert in your field or business, someone they can trust. They will recognize your face, know your name, and understand what you can do for them. We set you apart.

ON TARGET!

While most consumers regard pop-up ads and radio/TV commercials to be intrusive, many readers pick up a local newspaper with the intent of finding coupons and advertising. With this in mind, we, at Syndicated Ad Features, have long encouraged our clients to advertise strategically in local weeklies. By placing their advertising in sections of the paper that are most inherently aligned with their profession or business, our clients can expect to attract readers who are likely to be the most interested in their service or product.

As an example, many of our automobile-related clients run their weekly information-based advertising in the automotive sections of their local newspapers. This categorical positioning is likely to draw readers interested in either buying/selling vehicles or repairing/maintaining or modifying them. Against this background, our clients place their pictures, names, and attention-grabbing headlines with copy that is written to appeal to readers’ automotive interests. Over time, these advertising pieces give the impression that our clients are experts in their field, specialists who can be counted upon for good advice and direction.

This simple formula has served out clients well over the decades, and continues to be a model of successful advertising for small business owners and professionals.

GET RECOGNIZED

Some of the most successful advertising campaigns in history have tied a product or service to a face or persona who represents the brand. For instance, Wendy’s has had the red-haired daughter of the restaurant chain’s creator in its commercials, while Colonel Sanders’ mustachioed face is at the center of all of Kentucky Fried Chicken’s advertising. The fact is that we humans respond to faces more than, perhaps, to any other visual stimuli. When confronted with a face, it is nearly impossible for the onlooker not to be drawn to the eyes and make some sort of connection.

Our advertising strategy enables our clients to take advantage of this human response by placing their photographs at the head of every one of the ads that we provide for them to run in their newspapers. Each of these head shots is followed by our client’s name and a bold-face headline that is designed to catch reader interest. After viewing each new and different weekly column, readers are likely to give at least one more glance back at the picture and make the association between the copy and its author.

In this way, we help our clients to establish their personal brand. In time, they may come to be as recognizable as any local personality or celebrity.

ADVERTISING THAT GETS SEEN

One of the primary advantages of advertising in a local newspaper is that both paid and free circulating papers reach the majority of homes in their communities. People who read these papers are the potential customers, clients, and patients that local advertisers want. Weekly newspapers, in particular, get read because people want to know what is going on around their home towns. Aside from learning what events are taking place and how public affairs may impact them, they also want to know what local stores, businesses, and service providers are offering.

Not only do local newspapers have excellent penetration, they have both permanence and desired obsolescence. A newspaper will remain in the home, where it is referenced, read and reread, and clipped, until the next issue comes and the old paper is discarded. Instead of a fleeting TV image, a newspaper becomes a fixture in the home that encourages the habit to read.

On top of that, newspapers offer our clients flexible rates and sizing, as well as preferred placement possibilities. All these advantages add up to an advertising medium that is hard to beat.

READING BETWEEN BLURRED LINES

One of the more troubling issues to recently come to light in the public discourse is “fake news”, which involves the use of websites to deliberately disseminate hoaxes, propaganda, and misinformation. Unlike satire, which is designed to entertain, fake news is designed to mislead. The problem is that many people cannot tell the difference between what is fact and what clearly is not fact. In this social media age, when information is given no more scrutiny than a passing glance and no more thought than that given the selection of a cup of coffee, much fake news is accepted at face value.

Why do I bring this subject up? For decades, our advertising firm has been charged with the responsibility of delivering factual information to the public on behalf of our clients. We take this responsibility very seriously. Unlike the anonymous postings that one sees on various fake-news websites, we put a name and even a face to the information that we present. Backed by scrupulous attention to reliable sources, the information that we put before the public can be substantiated. At Syndicated Ad Features, we take pride in what we do and can only hope that readers will hold other news providers accountable for their content.

TEXT SELLS!

It is often said that “sex sells”, but I know that I have never purchased a car on the basis of how a female model looks strewn across its hood. I tend to purchase vehicles for their handling, performance, safety, mileage, comfort, resale value, cost, reliability, and numerous other factors that I can glean from the window sticker and other sources of information. While a sexy image may initially draw attention, it lacks the substance needed to close the deal- unless, of course, you are buying a pair of fashion jeans.

Our advertising relies on the images of our clients to draw attention to the weekly columns they publish in their local newspapers or present on the web. The smiling faces in these columns are intended to do no more than familiarize the public with them. Once our column grasps readers’ attention with a picture, byline, and a bold-faced headline, we provide them with substantive text that thoroughly informs, educates and entertains. Each weekly column helps to explain the advertiser’s business or profession in ways that helps readers better understand exactly what our clients can do for them. Written about a different subject each week, these informative pieces help our clients to sell themselves to the public. In fact, our clients include automobile dealerships, auto repair shops, technicians, detailers, and others, who will tell you that it takes more than a swimsuit model to sell a car.

GET YOURSELF NOTICED!

If you are a professional, a business owner, or a service provider, you want to get yourself noticed. Radio and television may seem flashier than newspaper advertising, but they do have their drawbacks. To begin with, they are relatively expensive and their duration is restricted to 10-, 15-, or 30-second spots, during which only a limited amount of information can be broadcast to the public—if people choose to listen or watch. Many times, listeners and viewers literally “tune out” either by changing to a different radio station or turning the TV channel. Other times, people simply stop paying attention if they are not interested.

On the other hand, even casual newspaper readers will flip the pages and scan the news copy and advertising. At that point, it is up to the advertiser to capture their interest and get his or her message across. Our clients get themselves noticed by putting their picture, name, and a bold headline at the top of interesting copy that is designed to look and read like an editorial page opinion column. Each new column is designed to inform readers about the advertiser’s particular product, profession, and/or service in a way that invites familiarity and establishes trust.

Each time a reader picks up the newspaper, our clients have an added opportunity to catch readers’ eyes and get their messages across to the public. This cost-effective, no-frills approach is proven to work when undertaken consistently over time.

THE SAME, BUT ENTIRELY DIFFERENT

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.

TWO-WAY TRAFFIC

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.

BUDGETING FOR ADVERTISING

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 Syndicated Ad Features are quite confident that we can offer you an effective advertising program well within your budget.

NEWSPRINT

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.

REACHING YOUR AUDIENCE

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.

ARE YOU REPEATING YOURSELF?

While it is important to advertise regularly and consistently, that does not necessarily mean that you run the same ad over and over again. Just as no one wants to hear someone tell the same joke repeatedly, readers are likely to skip an advertisement they have already seen. With this in mind, the Syndicated Ad Features formula encourages our clients to use the same format with different ad copy every time they run their ads. This strategy breeds reader familiarity with our clients’ faces and names by running each of their ads with their pictures and bylines. However, each ad contains different ad copy pertaining to our clients’ professions or business pursuits. That way, readers can look forward to something new each week. Think of our ads as a hit TV show without any reruns.

WE COME AS ADVERTISED

An advertising agency does not stay in business for 50 years without having a proven strategy and a solid record of success. We at Syndicated Ad Features have been helping thousands of clients in dozens of professions, businesses, and service industries to introduce themselves to the public and explain what they do. As an established company that disseminates cutting-edge ideas, we are a solid, consistent, highly reputable advertising firm that offers a cost-effective advertising strategy that fits the budgets of even the smallest one-person businesses. Our repeat clients can offer testimony to the fact that our advertising plan attracts business year after year without becoming stale. In fact, one of the cornerstones of our advertising strategy is that consumers look forward to reading our advertising with the prospect that they are going to learn something new.

Advertise Using Your Own Newspaper Column or Website! • Cut Through The Clutter, Be Remembered! • Build Your Image and Educate the Public
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