By Stephen Rhodes
A friend of mine and former colleague in the newspaper world used to train advertising sales people in the value of repetitive advertising, a concept he called The Thin Market, not to be confused with a thin market in the financial marketplace.
When I met Dan Gaynor, he was a former trainer with the Thomson Newspaper empire. He later went on to be a Publisher of several daily newspapers. He developed this “thin market” training program and rolled it out coast to coast in Canada during the early 90s, the last recession.
The thin market says there are consumers ready to buy your product or service every minute of every day in your town, your country and, in this global marketplace, even worldwide. And even in a recesssion.
Dan’s program brought the notion and importance of branding to small daily newspapers struggling to keep advertisers engaged in a slumping economy. The message to advertisers -go small but go every day because someone is always poised to buy.
Strong brands with good market share always survive. Be poised and ready every day and don’t forget the thin market. Keep marketing.