Thinning media herd a good thing

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Kudos for a timely and well-pointed article (“Big firms drop more print pubs,” BtoB, Jan. 18, page 9). Good stuff. The “net net” is that there're going to be lots less b-to-b books soon. And I say this may be a good thing for advertisers: simpler choices [and] more efficiency in media buys. You know, decades ago McGraw Hill did research that proved you only got 10% added reach by buying the No. 2 book in a market segment. To be sure, a simple fact, but one that has gone forgotten, unnoticed and misapplied these many years. Now it's news once again. So it goes. I wish all those great ad reps and publishers the best of luck because most of them are really great people, dinosaurs that they are. GREG GAUL Gaul Advertising [email protected]
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