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Ash's favorite wedding pic
Cheat Sheet Q & A:
Yellow Page Advertising:
My family owns a (20 year old business). We have a very established clientele, but obviously want our business to continue to grow. We have always advertised in the phone book (yellow pages). My question to you is "do you believe in continuing to advertise this way?" It is very expensive. I am personally thinking about really limiting our multiple, printed ads and focusing much more weight on the Internet. Do you think consumers still refer to phone books?
Bottom Line: The answer to this question depends on who the target customer is and where you want to grow your business. Here are the first considerations:
Understanding your target demo will help you know where to advertise. Accurate numbers regarding traditional phone book use are difficult to come by. The phone book companies will often present circulation numbers to their advertisers. Circulation numbers don’t equal users. While the latest estimate is that as many as 70% of households may still receive a phone book – actual usage estimates are at around 20%. The common user of a traditional phone book is an older individual that either lacks internet service or broadband internet service.
Generally phone books will charge based on circulation rather than usage. Therefore I do generally feel that you have to overpay for that form of advertising.
On the other side of the coin. South Eastern Florida is a generally older market than the average of the rest of the country. With that in mind usage rates locally may be higher than the estimated national average.
Online advertising may serve your business well. First identify your target demo and work to understand where and how best to advertise to them online or otherwise.
If you have a topic or question you’d like me to address email me: email@example.com
Pt.1 Technology’s positive role in the
Bottom Line: Technology has changed the breaking news landscape. Like most major events in this technology driven era, the tragedy at the Boston Marathon broke on Twitter. Immediately Tweets from those on the scene were sent out. Pictures were tweeted and loaded on Facebook. Videos posted to YouTube.
With so much immediate information pouring in, first responders and investigators reached out to those who were sharing the information in social media. The
Pt. 2 Tech’s not so positive role in
Bottom Line: So as soon as you heard of the horrific attack yesterday your reaction was likely shock followed by a desire to help. Most of us are wired that way. Of course there isn’t much that we can do in the immediate aftermath of these attacks – except through donations.
I mentioned that most of us are wired towards good intentions. We know that evil exists not only in the form of the person or people responsible for the attack but also for opportunists that try to capitalize on it. That also occurred yesterday.
Immediately after the attack there were fraudsters that took to social media and tried to collect donations that they were claiming would go to the victims. At least 100,000 people donated money to bogus social media based charities before they were shut down. The immediate nature of technology is both a blessing and a curse in events like the bombing yesterday.
If you want to donate, stick to big name charities that you know are credible for now.
Lesson’s learned in Gold and stock market performance:
Bottom Line: Many have been surprised over the years that I’ve never been a gold bug. Despite my serious concerns about the watering down of our money supply for years I’ve never been an advocate of buying physical gold as an investment. Many if not most fiscal conservatives have been perpetuating the notion that you should own gold. So why do I have that view?
Yesterday provided an opportunity to point out why I have the view that I do hold. Many assume that as countries water down their money supply – just like we’re doing through QE unlimited – that gold will necessarily rise in value. What’s important to know about gold, or any commodity, is that it’s worth what someone is willing to pay for it at any given time – not based on how much new money is printed.
Gold had its worst day in thirty years yesterday after Goldman Sachs recommended shorting the precious metal. It’s 30% lower than its highs of two years ago despite all of the additional money printing. What I don’t like about individual investors investing in the metal is 1. How quickly the markets can move electronically while you have to sell the physical commodity and 2. That owning gold or other commodities as investments, forces you into being a good trader to earn a profit on your investment.
You may ask, but stocks are only worth what someone is willing to pay for a company’s shares too? That’s completely correct. The difference is in what you own with a high quality equity investment. Your own the earnings of that company, it’s assets, it’s future earnings potential and hopefully a dividend stream that pays you to own the investment.
HARP extended by two years:
Bottom Line: Yesterday I readdressed HARP 2.0 for those who are underwater on their mortgages but current on their payments. Today I have good news regarding the HARP programs.
The Feds have extended the HARP programs for two more years through 2015. There had been some speculation that HARP programs would end this year. The conditions for eligibility to use the HARP programs remain the same.
So was the T-Mobile iPhone launch successful?:
Bottom Line: So we don’t have hard numbers regarding the first weekend of T-Mobile’s iPhone 5 launch and elimination of two year contracts. Executives from T-Mobile have gone on the record with a characterization of the initial consumer reaction. They say it’s going “gangbusters”.
While I’m a little skeptical of the T-Mobile folks not providing specifics and using a term like “gangbusters” to characterize the market response to their new product offerings and terms of usage; it is likely that sales are going well or else the management team would lose credibility going forward once actual sales known.
So for now it’s all “gangbusters” at T-Mobile… Back to you.
Rampant fraud with
Bottom Line: I don’t often take time to report on the latest email fraud scam because of just how prevalent they are these days. I literally get fraudulent emails sent to me daily. Sometimes spam filters catch them – sometimes not.
The reason I want to draw attention to one of these scams today is due to the timing and severity of the scam if you fall for it.
Over the last three months 95% of all emails sent purporting to be the
If you receive an email from the