No Automatic Rules to SMB Media Budget Allocation

One of the disadvantages of being the “most respected analyst firm” is that other people (including otherwise knowledgeable pundits) are wont to misquote you, use your comments out of context, or simply draw erroneous conclusions.

Although we were flattered to see The Kelsey Group quoted in SunValleyOnline.com recently, about the fast rise of Web searches for local businesses, we do NOT agree with their conclusion that businesses should therefore cut their Yellow Pages advertising by 50 percent.

We have always advocated that business advertisers seek to understand their target audience, and allocate their media budget to the mix that is most effective for their business. We also note there are many cross-media ad programs being developed these days that creatively combine print and online media for maximum impact.

In short, there are no “automatics” in the media allocation game, no matter what a cursory look at the numbers might suggest.

P.S.: Did you know that nearly 100 percent of serious ski injuries occur on the last run of the day?

This Post Has One Comment

  1. Brian Hayashi

    I also hear that you always find things in the last place you look.

    Interesting that SunValleyOnline.com is an online-only media outlet. One would hope that the Yellow Pages quote doesn’t somehow find its way into their media kit.

    Are there any services that monitor and fact-check media kit claims?

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