After a wild couple of days on Wall Street, we see a glimmer of hope on the jobs front. This recovery is not coming fast enough for anyone I know, but when I look at what some other types of advertising media are charging you would think we were in a depression. I looked at one of those free classified flyers you only see in some stores. They were advertising ads the size of our half page for $50. I suppose if you're shopping purely by price, this would be the way to go, but where does it go? How is it distributed? If they can make money and get at least minimal results, then more power to them. The Extra & The Advertiser have always been reasonably priced, but I'll tell you right here that $50 ads would never even cover the cost of printing our papers (with color), mailing (over 26,000 households) and commissions (we need to eat too). While once mighty daily newspapers, weekly papers hung outside the mailbox or flyers asking $50 for their biggest ads may have had to go to extremes to weather a changing marketplace, we have maintained our advertisers because we have built solid relationships. Even so, we could be the nicest guys in the world but the real reason we've been around for over 20 years is simple: direct mail advertising works! Try us for three times / three months and see what we mean. That's our story - and we're sticking to it.
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