In this economy, local businesses need advertising to survive

By Ryan Sloan 

Observer Correspondent 

KEARNY – 

Some economic experts say we’re well on the road to recovering from the Great Recession of a few years ago. Others say we’re nowhere near recovered.

Regardless, one thing has stood the test of time for more than 125 years — through the Great Depression, numerous recessions and all sorts of other economic issues — and that is The Observer newspaper as a place where local business owners can showcase themselves to attract maximum exposure and the clientele needed for survival.

The Observer newspaper boasts a robust print circulation of more than 30,000 newspapers a week with around 100,000 estimated readers in West Hudson, South Bergen and part of Essex County.

But the newspaper’s reach goes well beyond the tri-county area with our e-Edition, which is an exact replica of the print edition — and with www.TheObserver.com.

The website is read, each week, on average, by some 30,000 people not just locally, but in Jersey City, Newark, New York City, many cities in Florida (where locals have gone to retire) other places in North America — and across the globe, with heavy readership in England, Scotland, Ireland, Portugal, Brazil and other countries in Europe and South America.

And for our advertisers, the e-Edition is an added bonus. Each week, an estimated 12,000 people across the country and globe read the e-Edition. And what’s more, there is no additional charge for ads bring run in the e-Edition.

Businesses that advertise with The Observer — especially new businesses — are more likely to succeed in the long run, according to Bob Pezzolla, who has been The Observer’s general manager since 2002. In his experience, he says ones that commit succeed — and ones that don’t are much less likely to succeed.

To achieve that success, Pezzolla estimates that new business must budget at least 10% of start-up capital for advertising.

“Too many times over the years, I’ve seen so many great people start a business that folds after six months,” Pezzolla said. “What happens is they have great intentions, have a few customers, but don’t understand that, without getting the word out that they’re there, they’re likely not going to succeed. So I’d definitely say 10% of the kick-off capital has to be for advertising.”

Meanwhile, business can opt to advertise on www.TheObserver. com alone. Presently, attorney Anthony Riposta, Better Homes and Gardens | Coccia Realty, Mid-Realty, Brady, Brady & Reilly and the Kearny Family Health Center all have prominent ads on The Observer’s website.

Each ad includes a direct link to each business’ website.

“While many other publications have refused to embrace the online versions of newspapers, we’ve embraced it,” Pezzolla said. “And considering how many people visit our site each week, our advertisers are able to showcase their businesses not just locally, but across the country and the globe. There aren’t many weekly newspapers that can boast that as we can.”

Lastly, businesses that have remained with The Observer for a long period of time are featured in this space regularly — The Business Review section. It’s here that a member of the newspaper’s staff writes a complete, one-page review on the advertisers. Additionally, a banner ad is placed along with the editorial. It’s one of many ways The Observer gives back to those who have been loyal.

And of course, if you’re a new business owner — or have never advertised before — The Observer’s professional art staff will create and design an ad for you, completely as you want it to appear.

So what are you waiting for? Contact a member of the sales staff today by calling 201-991-1600, by sending an email to advertising@theobserver. com or by stopping by our office at 39 Seeley Ave., Kearny, Monday to Friday from 9 a.m. to 4 p.m. As The Observer continues to grow, let us help your business grow with us.

Make the call today!

The Observer Staff