A Lunchtime Lesson on Print Advertising

I promise you'll be able to finish this article before you finish the first half of your PBJ. Are you sitting down? Good. Because I have some startling news for you.

Print ads are here to stay. That's right. Those dusty, musty, fusty old relics of the century past are still with us. And despite the ubiquity of commercials on radio and TV; despite the onslaught of banners, pop-ups and all manner of intrusive online ads; newspapers and magazines are, and always will be, a mainstay forum for mainstream advertising.

There's something about the readiness, the handiness, the heft and feel of a magazine or a newspaper that appeals to the nature of human beings. Yes, flat screens that glow with vivid colors are attractive. Especially when they're displaying something we specifically asked to see.

But as we page through a magazine or a newspaper while enjoying our lunch or riding a commuter train, we don't mind at all if a surprising or intelligent or just plain appealing ad ? even one in black and white ? suddenly grabs our attention. We expect it. We secretly look for it. We even welcome it as a break from all the dull gray type we've been slogging through. Why? Because ? let's face it ? a really good ad is a delight to behold.

Is this the kind of ad your target audience is seeing? Do your ads stop them and make them smile?think?take in your message and make a mental note to look closer at your product or service? Maybe even go to your website for the kind of information that could lead to a sale?

Think carefully about this. If your ad doesn't stand apart, doesn't attract, appeal or grab; if it doesn't delight in some way, the readers you want to capture and bring into your world will simply turn the page and plow on through the dull stuff . . . until they bump into your competitor's delightfully different ad. And then they'll stop ? and, unfortunately for you ? pay attention to the message.

So take a close look at your company's ads. Do they stand out from the crowd of other ads? Are they different from your competitor's ads in a powerful and relevant way? And most important, do they convey your core message in an engaging, persuasive and delightful manner?

If so, let them run and run, because they're bound to bring you business.

If not, better change your approach soon. Before the competition eats your lunch.

Gary Watson writes ads for companies that want to add to their bottom line. He also does product/service naming, slogans/tag lines, billboards, web content, sales letters (print and email), etc. etc. He can be reached at Gary@GWCopy.com.

In The News:
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table border=0 width= valign=top cellpadding=2 cellspacing=7trtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.businessweek.com/ap/financialnews/D93LRF700.htmcid=1255223593ei=MQ3sSLjJCImE6QPy3JyACQusg=AFQjCNFAMWuOqjF1pUWJbGafqXblxCXgnQbAdvertising/b forecast lowered on uncertain economy/abrfont size=-1font color=#6f6f6fBusinessWeeknbsp;-/font nobr4 hours ago/nobr/fontbrfont size=-1By ANICK JESDANUN A leading badvertising/b forecaster sharply lowered expectations for ad growth Tuesday, blaming an uncertain economy for reduced spending b.../b/fontbrfont size=-1a href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.ft.com/cms/s/0/288dad98-9490-11dd-953e-000077b07658.htmlcid=1255223593ei=MQ3sSLjJCImE6QPy3JyACQusg=AFQjCNHah1KsA2slKhL8w9SvbtsxlK7ubwbAdvertising/b spending growth slows/a font size=-1 color=#6f6f6fnobrFinancial Times/nobr/font/fontbrfont size=-1a href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.reuters.com/article/rbssTechMediaTelecomNews/idUSL77807620081007cid=1255223593ei=MQ3sSLjJCImE6QPy3JyACQusg=AFQjCNEV_55jfmMxoTd6smIjG1TJpyPljgUPDATE 1-Key badvertising/b report downgrades global forecasts/a font size=-1 color=#6f6f6fnobrReuters/nobr/font/fontbrfont size=-1a href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://business.scotsman.com/ebusiness/Net--advertising-climbs-2137.4563922.jpcid=1255223593ei=MQ3sSLjJCImE6QPy3JyACQusg=AFQjCNFKZsbUGsHX2K4JJ8GK59lhENsKKQNet badvertising/b climbs 21%/a font size=-1 color=#6f6f6fnobrScotsman/nobr/font/fontbrfont size=-1 class=pa href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.variety.com/article/VR1117993561.html%3FcategoryId%3D14cid=1255223593ei=MQ3sSLjJCImE6QPy3JyACQusg=AFQjCNHyLpucV3j3HgXPbLKlETC_FlULpQnobrVariety/nobr/anbsp;- a href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.mediapost.com/publications/%3Ffa%3DArticles.showArticle%26art_aid%3D92148cid=1255223593ei=MQ3sSLjJCImE6QPy3JyACQusg=AFQjCNGfnf1G43_9McjC_hEQAsaW-AZ4hQnobrMediaPost Publications/nobr/a/fontbr/font class=p size=-1a class=p href=http://news.google.com/news?sourceid=navclientie=ISO-8859-1rls=GGLG,GGLG:2005-22,GGLG:enncl=1255223593hl=ennobrall 26 news articles/nobr/a/font/div/font/td/tr/table
table border=0 width= valign=top cellpadding=2 cellspacing=7trtd width=80 align=center valign=topfont style=font-size:85%;font-family:arial,sans-serifa href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://news.bbc.co.uk/1/hi/entertainment/7657502.stmcid=1255092908ei=MQ3sSLjJCImE6QPy3JyACQusg=AFQjCNGW-leKTAcFWUetgX494WZuTYZncgimg src=http://news.google.com/news?imgefp=VJK6D-CrwkcJimgurl=newsimg.bbc.co.uk/media/images/44857000/jpg/_44857353_ofcom_getty.jpg width=80 height=60 alt= border=1brfont size=-2BBC News/font/a/font/tdtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://news.scotsman.com/uk/Viewers-polled-on-TV-advertising.4567973.jpcid=1255092908ei=MQ3sSLjJCImE6QPy3JyACQusg=AFQjCNE6BI5EJQFlcXXT5XXzB8RwSlRpjQViewers polled on TV badvertising/b/abrfont size=-1font color=#6f6f6fScotsman,nbsp;United Kingdomnbsp;-/font nobr2 hours ago/nobr/fontbrfont size=-1Ofcom launched a consultation as part of a review into the rules on television badvertising/b. The regulator said its initial preference was for no change to b.../b/fontbrfont size=-1a href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.forbes.com/afxnewslimited/feeds/afx/2008/10/07/afx5517244.htmlcid=1255092908ei=MQ3sSLjJCImE6QPy3JyACQusg=AFQjCNGNbII5JifqPNXHgSZm9Kjp6zzVygUK#39;s Ofcom in consultation until Dec 11 on TV badvertising/b/a font size=-1 color=#6f6f6fnobrForbes/nobr/font/fontbrfont size=-1a href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.telegraph.co.uk/news/uknews/3152704/Viewers-could-be-forced-to-watch-teleshopping-on-prime-time-TV.htmlcid=1255092908ei=MQ3sSLjJCImE6QPy3JyACQusg=AFQjCNFAP7iOaug7rd2KS0Nmw6g0be5CIQViewers could be forced to watch teleshopping on prime time TV/a font size=-1 color=#6f6f6fnobrTelegraph.co.uk/nobr/font/fontbrfont size=-1a href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.guardian.co.uk/media/2008/oct/07/ofcom.itvcid=1255092908ei=MQ3sSLjJCImE6QPy3JyACQusg=AFQjCNEASLngqfUvlO0I8te9BS8dsZz7RQITV may be able to show more ads/a font size=-1 color=#6f6f6fnobrguardian.co.uk/nobr/font/fontbrfont size=-1 class=pa href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.brandrepublic.com/News/851643/Ofcom-proposes-no-change-amount-TV-advertising/cid=1255092908ei=MQ3sSLjJCImE6QPy3JyACQusg=AFQjCNHbS-UQz4pEPsgWVWdGbchEebWElQnobrBrand Republic/nobr/anbsp;- a href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://ukpress.google.com/article/ALeqM5gJodlxb5qVCEQ_nKZDsGTzMauWdgcid=1255092908ei=MQ3sSLjJCImE6QPy3JyACQusg=AFQjCNGIEB68kuxXRSNcq957Vp9VP5jwCgnobrThe Press Association/nobr/a/fontbr/font class=p size=-1a class=p href=http://news.google.com/news?sourceid=navclientie=ISO-8859-1rls=GGLG,GGLG:2005-22,GGLG:enncl=1255092908hl=ennobrall 20 news articles/nobr/a/font/div/font/td/tr/table
table border=0 width= valign=top cellpadding=2 cellspacing=7trtd width=80 align=center valign=topfont style=font-size:85%;font-family:arial,sans-serifa href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://blogs.wsj.com/law/2008/10/07/thanks-but-no-thanks-pfizer-sues-over-free-viagra-ad/%3Fmod%3Dgooglenews_wsjcid=1255252758ei=MQ3sSLjJCImE6QPy3JyACQusg=AFQjCNEDimtUlCARE-vXzu9QEmqqxgcERQimg src=http://news.google.com/news?imgefp=MbIsHruEUL0Jimgurl=s.wsj.net/media/viagra_art_400_20081007160752.jpg width=80 height=60 alt= border=1brfont size=-2Wall Street Journal Blogs/font/a/font/tdtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://blogs.wsj.com/law/2008/10/07/thanks-but-no-thanks-pfizer-sues-over-free-viagra-ad/%3Fmod%3Dgooglenews_wsjcid=1255252758ei=MQ3sSLjJCImE6QPy3JyACQusg=AFQjCNEDimtUlCARE-vXzu9QEmqqxgcERQ‘Thanks, But No Thanks’; Pfizer Sues over Free Viagra bAdvertising/b/abrfont size=-1font color=#6f6f6fWall Street Journal Blogs,nbsp;NYnbsp;-/font nobr3 hours ago/nobr/fontbrfont size=-1From time to time, companies must confront unwanted badvertising/b. Take the Italian eatery Olive Garden. As reported in this WSJ front-pager, the restaurant b.../b/font/div/font/td/tr/table
table border=0 width= valign=top cellpadding=2 cellspacing=7trtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.businessweek.com/the_thread/techbeat/archives/2008/10/facebooks_shery.htmlcid=1255160417ei=MQ3sSLjJCImE6QPy3JyACQusg=AFQjCNHKwGnaaZja5_ieRizQIt5MpQ7_1wFacebook#39;s Sheryl Sandberg: Big Opportunity for Brand bAdvertising/b b.../b/abrfont size=-1font color=#6f6f6fBusinessWeeknbsp;-/font nobr12 hours ago/nobr/fontbrfont size=-1The former vice president of global online sales and operations at Google, who joined Facebook last March, told the lunch audience that the only badvertising/b b.../b/fontbrfont size=-1a href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://adage.com/mediaworks/article%3Farticle_id%3D131534cid=1255160417ei=MQ3sSLjJCImE6QPy3JyACQusg=AFQjCNGWNWGfgbRZPhNVBVGbUDjcp3nvGgFacebook COO: Web Needs New Model, New Metrics/a font size=-1 color=#6f6f6fnobrAdAge.com (subscription)/nobr/font/fontbrfont class=p size=-1a class=p href=http://news.google.com/news?sourceid=navclientie=ISO-8859-1rls=GGLG,GGLG:2005-22,GGLG:enncl=1255160417hl=ennobrall 2 news articles/nobr/a/font/div/font/td/tr/table
table border=0 width= valign=top cellpadding=2 cellspacing=7trtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://nature.com/naturejobs/science/jobs/72749cid=0ei=MQ3sSLjJCImE6QPy3JyACQusg=AFQjCNHpq2YmR6bgL0FvBSwbvs6DECKj7gUS bAdvertising/b Sales Manager/abrfont size=-1font color=#6f6f6fNature.com (subscription),nbsp;UKnbsp;-/font nobr3 hours ago/nobr/fontbrfont size=-1Naturejobs is seeking a US bAdvertising/b Sales Manager. Naturejobs is the print and digital recruitment and conferences badvertising/b division of the Nature b.../b/font/div/font/td/tr/table
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