01.08.10
Multiplatform Advertising Benefits Small Businesses

As small businesses pursue the successes of web advertising, many of them also abandon print-advertising opportunities. This is not a winning strategy, according to the National Mail Order Association, which emphasizes the advantages of multiplatform advertising strategies in its recently published training guide, How to Create Successful Small Business Advertising, authored by John Schulte.

“With millions of webmasters competing for popular keywords and phrases, banner ads and natural search-engine placement, the cost of web advertising is skyrocketing,” says Schulte, who also is a small business consultant and direct-marketing strategist. “Over the last few years, magazines, newspapers and various forms of direct mail have taken a back seat to the Web, causing a decline in revenue for many of these media outlets—and thus opening up a buyer’s market for small businesses to buy targeted print advertising at a bargain rate.”

The training guide advises businesses in recognizing moneymaking advertisement opportunities. It helps readers strategize an advertising plan, target and find their market, and explains the process for creating a good ad for their market, the tactics for buying their advertising at steep discounts and tactics in tracking the results of every ad they place. “Bargains are to be had in print promotion when you know what you’re doing,” says Schulte.