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Pending Business: Why Buy?

| May 10, 2021

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Stand by for our first personal one-on-one meeting. Lots of questions will follow, so get ready for some self-talk.

Why buy advertising on your station? You know the answer(s) to this in your sleep. Yet why do three different sellers give three different answers? It sounds silly, but even at the best run stations, large market or small, my experience is the answers vary a little too much. Try this. Don’t think, just grab a pen and write the first answer that comes to mind. Why buy? If you say, “It depends on the advertiser,” read on.

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