Well, our world is slowly inching its way back to work. At last!
In previous blogs we have focused on many industry issues. One that we touched on last week in Anne Kavanagh’s well-received interview and that we want to develop is that of trade media.
Now, as we know, budgets for the foreseeable future are going to be very tight indeed. There will be downward pressure from CEO’s, CFO’s and Marketing Directors to ensure that every penny spent can be justified. In recessionary times, advertising is one of the first casualties. So I asked Peter Thomson, a highly regarded, independent media specialist to give his own general view of trade media.
Most importantly, to provide the criteria for any investment that should be adopted by any professional before committing funds. Although it is written slightly tongue-in-cheek, there is a very serious message behind the words, and there are a number of parallels that can easily be drawn to the world of travel retail.
Enjoy the read.