traditional media

Retailers make "Net" gains in marketing

With the soft economy placing businesses in dire financial straits, off-premise retailers are shrinking their ad budgets by embracing digital advertising that attracts a most desirable demographic: 21- to 35-year-olds. For many years, David Breitstein, owner of the one-unit Duke of Bourbon in Canoga Park, California, advertised the typical way: through television, radio and print ads. Persuading customers to peruse his highly allocated California wine selection was an expensive endeavor, topping $30,000 annually. But now his ad expenditures are significantly cheaper, at approximately $15,000 a year. The decrease is due largely to the advent of new technologies, says Breitstein, who has dropped all forms of traditional advertising, except direct mail, occasional magazine print ads and email newsletters.

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