We all know that most advertising is mass marketing. We work with clients to construct an advertising campaign, select the times, programmes or sections of the newspaper or website and[...]
Not all advertisers suck, but some do. In my new book ‘The Desk Closest to the Door – How to Master the Art of Selling Direct Media’, I talk about knowing the difference between a good client and a bad one.
With the cost of acquiring new customers mounting, many media companies’ customer bases are shrinking due to lost confidence of advertisers and consumers alike. Referrals are often one way to[...]