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Written by Jim OConnell
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Thursday, 22 September 2011 15:44 |
The media landscape has changed, bringing with it a new perspective and more advantages for small to medium businesses.
What it means for You
Traditionally, when a business wanted to reach potential customers, the owner would go to the media outlets: newspapers, radio, television. Each is made up of a large body of subscribers, listeners and viewers owned by separate media companies. It's an outside-in approach. You rent daily space on their network with the intent to reach a small percentage of a larger audience that is your market. Your ad is created by their art department, and then you pay a premium to run the ad per day. The ad is viewed by the audience as an interruption or distraction to their main purpose, which is to deliver news or entertainment. It's cost prohibitive for a small business to do enough advertising to make a campaign effective. Even at best, it's difficult to sustain.
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Written by Jim OConnell
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Thursday, 01 September 2011 00:00 |
"American business needs a lifting purpose greater than the struggle of materialism. Nor can it lie in some evanescent, emotional, dramatic crusade. It lies in the higher pitch of economic life, in a finer regard for the rights of others, a stronger devotion to obligations of citizenship that will assure an improved leadership in every community and the nation; it lies in the organization of the forces of our economic life so that they may produce happier individual lives, more secure in employment and comfort, wider in the possibilities of enjoyment of nature, larger in its opportunities of intellectual life."
—President Herbert Hoover in a speech given on May 7, 1924
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