Why Businesses Need to Be More Professional With Media & Market Smart by Jamie Gilcig MAY 10, 2017

Why Businesses Need to Be More Professional With Media & Market Smart by Jamie Gilcig MAY 10, 2017

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.
I also shared that they most likely spent, without exaggeration, about ten times for a one week push in the Seaway News what they could have had in CFN for a longer period and which I’d bet the cost of the ad would have had much more results and traffic.  That’s no offense to the TC media owned outlet (until it’s sold as it’s now for sale).  They simply do not have this newspaper’s audience.
And of course it’s my choice where I shop and where I share that information with if I so choose to.    I’ve shopped at Fines with no issue.  I actually liked their staff .
I support free business.  I support local when I can even if local is kinda loony at times.
It’s important.   For example I won’t set foot again in Cornwall Toyota as long as Troy Hickman is there.   I know quite a few others that feel the same way.  It doesn’t mean everyone should. It’s a choice.  I don’t begrudge people making a living, but when others seem to, well I tend to stand up for myself and others.
Just like Beau’s Beer, Quinn’s Inn and the local toy store that proudly stated that they never buy advertising.  As a my income is supposedly based on ad income why on earth would I shop there or support a business when there are alternatives that might?  Isn’t that simply common sense?
Again, free market.
Sadly Scott Fines decided to have a melt down over the phone in response.  Instead of communicating and maybe turning weirdness into cash he turned on the “I’m offended” drama.
I was always taught that the difference between Winners and Losers is how we deal with adversity.
People that behave like former Cornwall Kelsey’s owner Keven Hargreaves usually end up… out of business.
A lot of people read this newspaper.  Not all may like or love it, but quite a few do, but they read it as you are at this moment (Hi Scott! ) and more importantly when many are in trouble they come to us for help.
But without ad sales and without subscription donations from the public our resources become strained and we don’t get to have the impact in the community that most would like to see.

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.

A strong Independent media is what separates a truly Democratic society from fascism and corruption.    Personally I think that’s worth supporting.
I honestly wish the Fine’s well.  They’ve invested a lot in the community with their two Home Hardware stores, but I don’t think I’ll be shopping there after Mr. Fine’s performance this morning.     Nor at any other Home Hardware because at the end of the day business is about money and I’m as careful where I spend mine as where I’m sure you are yours.
What do you think dear CFN viewers?  You can post your comments below.
And please support our amazing advertisers and click the donate button when you see it if you want to support strong local media.

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