CORNWALL ONTARIO – This morning I received a release from a major Home Store chain. It was professionally written and normally I’d be intrigued.
I emailed back explaining that we’d love to assist, but that we generally don’t do so for businesses that boycott us.
That means if we have never sold an ad or marketing plan to them there’s kinda no reason to give them some honey.
And being featured in CFN, even in a story like this is a form of honey.
Independent media of course get treated differently than larger chain outlets like the Montreal Gazette or Ottawa Citizen. An owner of a small business would be lucky to get a moment of the time of a publisher or editor in the same nature as I probably wouldn’t get to talk produce with Galen Weston if I was shopping at Loblaws.
What some people forget is that a media outlet isn’t a writer, editor, or even publisher, but it’s audience.
The entire purpose of advertising is to reach a large pool of eyeballs of people of whom you wish to give you their money. It’s about numbers and cash.
This pr person responded and I responded back:
Carly, I have to say that first off I’m a firm supporter of a free market. Businesses can overpay for weak advertising and that’s their choice,But a brand like Home Hardware, to be paying what it does regionally, not just the Fines, and not take advantage of a media outlet like CFN is plain silly.Akin to your reply. As a media outlet we cover a lot of issues; important issues. And as opposed to certain media that don’t, always should be supported, especially when our products are of better value and quality.Cheers, and I guess I will no longer shop at Home Hardware personally and write about why.
The media industry in general is growing through a transition that is impacting ad revenue. A lot of fine journalists are no longer working. The Freeholder for example just lost long time editor Len Hooper and journalist Greg Peerenboom to buy outs.