IN YOUR AREA?
by David Margolis, President
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.
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