Re: Media selection

From: John Gaskill <gm_at_info-central-usa.com>
Date: Wed 31 May 2000 12:41:13 +0000

Ramon Ray <ramon_at_smallbiztechnology.com> wrote:
> Can someone recommend to me where I can read up on
> the effectiveness of various media (print, radio,
> online, TV, bill boards, direct mail...)
>
> If it depends on WHO one is trying to reach - then use
> small businesses as an example please.

Ramon,

Read Peter Schulberg's excellent book

RADIO ADVERTISING: The Authoritative Handbook

to get a real grip on the power of various media and
the power of radio in comparison. You might find it
surprising.

Compared to the NYT or direct mail, Chase has done it
wisely by going with a small business report (very
focused). They are probably saving money too.

Regards,

John Gaskill
gm_at_info-central-usa.com






Received on Wed May 31 2000 - 07:41:13 CDT