Advertising in tough times

Customers often ask us, What is the cost of advertising?" The question they should be asking is, "What is the cost of NOT advertising?" The price of advertising can be counted in dollars and cents, the cost of not advertising is immeasurable, not advertising can result in bankruptcy. We are selling the one thing every business needs--CUSTOMERS! Look at this information collected by the National Federation of Independent Businesses (NFIB)and reported in the December 28, 2011 edition of the New York Times:

1 in 4 NFIB members believe their biggest problem is weak sales.

William Dunkelberg, chief economist for the NFIB, expressed it this way: "The key to everything is cash coming in the front door." This is what we deliver, customers with cash in their pockets walking in the front door or picking up the phone to do business with our advertisers.

Never forget:

 Nobody wants to buy advertising--everybody wants more customers!
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Don't talk to your customers about your paper, talk to your customers about your readers. That is what they really want to buy.

Take it easy, but take it!

Thanks for reading.

Jim Busch