A lesson in advertising from journalism

1 Dec

By most accounts, journalism is an older profession than advertising. We ad folk can learn a lot from our brothers and sisters in the press.

To over-simplify, newspapers publish stories containing credible information that engage their audience to encourage future readership. What do they consider “engaging” stories? Any that have one or more of these traits:

• Proximity
• Prominence
• Timeliness
• Human interest
• Oddity
• Consequence

Have a look at your next ad from the perspective of a newspaper editor. Does what you say or how you say it fit any of these categories from the perspective of your audience? If not, it may not get the attention you’re hoping for.

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