Ten Steps to More Effective Advertising

Identify your Target Audience

Whom do you want to sell your goods and/or services to? Only when you know who you’re aiming at, do you know what to say and where and how to say it. 

The Santa Monica Mirror is an independent local newspaper made by and for the residents of Santa Monica and its neighboring communities. 

Know What You’re Selling 

We all like to think that we’re offering the best goods and services at the best prices, and that no one else does quite what we do. So that’s what we say in our ads. But when everyone’s saying the same thing, you can bet that no one’s listening. Billboard the things that make you different and you’ll stand out from the crowd. 

The Santa Monica Mirror is unique among area newspapers because it focuses completely on the news and features that are of vital interest to residents of Santa Monica and its neighboring communities. 

Present Your Goods and Services in a Compelling Way 

You know your goods and/or services, but the general public doesn’t. You must first get their attention -- use an arresting headline or image -- and then tell them clearly and concisely why they need your product. 

The Santa Monica Mirror is designed to capture and keep the attention of its readers by informing, entertaining, surprising and enlightening them. 

Listen to Your Audience 

What do they want? What do they need that you can give them as well as or better than anyone else? Once you know that, you know how to create your ads. 

The Santa Monica Mirror not only listens, but responds. We receive calls daily from readers who want us to look into things that disturb them, and cover the things they’re concerned about. And we do. 

Offer Something Extra and Something Special

Whatever you’re selling, a hundred other establishments are selling it too. Separate yourself from the herd by offering something creative and different. 

The Santa Monica Mirror has features unlike any other publication: 
The Farmers’ Market Report, a feature called Great Hikes, stories by and about community residents, cartoons by a local artist, a weekly astronomy and astrology column, no-holds-barred editorials, a comprehensive local events calendar, profiles on community leaders...and something new or unique in every issue. 

Be Consistent

There’s no such thing as instant success. Create and state your message and say it so people hear it. 

The Santa Monica Mirror is committed to complete coverage of local issues as well as the various celebrations of life on this fabled coast.

Keep it Simple

Don’t hit your audience over the head. Don’t scream at them. Don’t bombard them with a lot of claims and promises. Keep it brief and keep it true. 

The Santa Monica Mirror knows its territory and covers it thoroughly every week. If it interests or concerns you, it interests and concerns us. 

Don’t Just Talk about it, Show it 

Pictures really are worth a thousand words. Find good ones and use them. 

The Santa Monica Mirror regularly runs charts, diagrams, renderings, drawings, and photographs; so our readers remain accurately informed. 

Offer a Reward

There are many kinds of rewards: humor in your ads, bonus services, added features at no extra cost. 

The Santa Monica Mirror makes a point of including something special or unusual in every issue -- a great beach photo, an original piece of art, relevant commentary from the New York Times. 

Advertise in the Santa Monica Mirror

Our readers can be your customers. We’re ready and able to work with you to create a winning ad campaign. We offer all kinds of exposure. 

Santa Monica Mirror...
The Best Ad
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Call Judy Swartz 204-4255