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I'm constantly amazed by all of the media reps from all of the different media outlets that can help your advertising to "reach the right people."

Why am I amazed?

Because they all reach the same people.

Don't believe me? Start with radio - there's more information available, and the radio reps are eager to share it.

Ask 'em for exclusive cume figures. (Cume is the cumulative total of different people who tune in to the station each week. Exclusive cumes are people who don't listen to any other radio station).

You'll find Cheap Air Jordan , as I have, that the exclusive percentage is usually around 3% - 4%.

Occasionally you'll find a truly unique format, like Christian, or Classical, or Korean. In these situations you may find exclusive cumes as high as 15%. But as rare as those formats are Cheap Jordan Shoes , exclusivity is even more rare.

Television? TV is harder to demonstrate, since people tend to watch programs instead of stations. However, that fact alone should make my case. No television station ever has an exclusive audience.

Newspapers? Not them either.

And not outdoor, or cable, or point of purchase http://www.cheapshoesforairjordan.com/ , or "specialty" advertising (like calendars or pens or Rubic's Cubes with your name on 'em).

Nope. Absolutely no medium, absolutely no media outlet, has an exclusive hold on the right people.

With only minor variations, everyone is reaching the same audience. According to Wizard of Ads research, approximately 70% of all of the radio stations in America Cheap Jordan 6 , for instance, are suitable for advertising whatever you offer.

And yet, we keep listening to the "We've got the right people" pitch. We want to believe it. We want to believe that just a simple minor modification to what we're already doing will make us incredibly successful. "We have a great offer. We just need to reach the right people."

So we let the media reps perpetuate this nonsense.