Don't Put All Your Eggs In One Basket

Yesterday I read a very interesting article written by
the maarketing legend Dan Kennedy about how and
where to spend your advertising dollar. Kennedy holds
what might be called a contrarians viewpoint about
advertising on the internet, and on the internet in general.

Now he isn't negative about internet advertising, he
just isn't positive. He's emotionally nuetral. He thinks i
nternet advertising is often overpriced, and many times
unreliable.

I can tell you this is true in a big way. Many companies
have adopted greed as their advertising slogan. I have
stopped doing business with many sites that have raised
their advertising prices to absolutely ridiculous levels.

Kennedy recommends advertising in magazines. He
points out that many magazines will cut you a very good
deal for a full page ad, and this is true. We have been
selling magazine ads at a very good rate since we opened
for business many years ago.

Magazines are what I like to call comfort food. We can hold
them in our hands and read them over and over. I sometimes
keep magazines on my desk for months at a time, reading
them when I need a break from the action.

Another thing about magazine ads is that it isn't hard to tell
who is making money by advertising there. I know companies
that have run different ads for years without ever taking a break.

Those who pop in and out all the time soon disappear for good.

The internet is great. It's certainly helped me improve my
business But Kennedy is right on the money here. Don't keep
all your advertising dolllars in one place, and don't ever think
magazines are old fashioned and won't bring home the bacon.

From the big saddle,

Jim Whelan

P.S. Here at The James R Whelan Agency we have contacts with
hundreds of magazines where we can get you a substantial
discount off the regular rate. Call us and stretch your advertising
dollars to the limit.

206 407 3124