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ERIC SINK ON THE BUSINESS OF SOFTWARE by Eric Sink

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Twenty-TwoMAGAZINE ADVERTISING GUIDEFOR SMALL ISVs

Two things you need to know about me: First, I believe magazine advertising is a terrible way for a small ISV to do marcomm. Second, my company spends hundreds of thousands of dollars every year on magazine advertising. Someday I'll figure out how to reconcile those two facts. In the meantime, feel free to call me a hypocrite.

THURSDAY, MAY 1, 2003

Q: What's the difference between buying magazine ads and setting dollar bills on fire?

A: Flaming cash actually produces a benefit, since it generates heat.

Magazines offer the most traditional form of advertising. The model is simple: Content is the hook that brings readers. Advertisers pay to have their commercial message intermingled with the ...

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