The Column Look - Hook the Reader

Column Size

375 words plus disclaimer which can be shrunk very small.

 

Font Size

Same size as the rest of the paper. The readership is getting older. Besides you want the message to get across loud and clear to your readers that You! Be the Judge is considered one of the top features in the paper. (In some cases it comes in on top of EVERYTHING.) That's a powerful message because readers like to do what everyone else is doing. The greater the number of readers, the greater the number of potential calls to the law firm sponsor.

White Space

Don't stint. It is part of the mix which makes the column stand out. And if the column stands out, so will the sponsor's ads.

 

Anchor

If possible, the column should always be on the same page in the newspaper. If that isn't possible, we highly recommend it being placed in the Index. Readers will look once for the column. They will look twice. The third time they'll give up. One of the most advantageous fixed positions is the inside of the back page of the first section. It's very easy to move straight to this position.

 

The Photo Look - Strong, Open, Accessible

Photos must be professionally created in order to successfully sell the sponsor's services or products. The good ones make the advertiser look like Brad Pitt or Angelina Jolie.

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