AHEAD OF THE GAME

Yesterday, I contacted a metro newspaper to make arrangements for one of my client’s advertising needs in the coming year.

In the course of the conversation, the advertising rep told me that they didn’t have rates yet for 2008.

Today is October 31. Halloween. The end of the year is only 2 months away. How is it possible to not know what rates will be 60 days from now?

Without next year’s rates, your clients cannot plan their purchases and that might result in them buying nothing from you in 2008.

If you haven’t made those decisions yet, make them now and inform your customers immediately. Give them the chance to buy now before the rate increase.

While you are at it, decide what your rates will be in 2009, so you will be ahead of the game next year.