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Helping executives and business owners sell more in less time by revealing tips and suggestions on how to make the most of your marketing dollars.

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Thin Issues

Lots of years ago, before I opened my own firm, I was a Media Director, first for two advertising agencies in New York City and then for the largest one in New Jersey.

The print advertising pattern was always the same, and I had no power to change it:  stay out of the January and February issues, while the clients finalized their media budgets for the year; advertise in March, April, May and part of June: stay out of the latter part of June, plus July and August when everyone was on vacation; advertise in September, October and the first part of November, before everyone was distracted by the holidays; then stay away from late November and December, unless you were a retailer.  Year after year this nonsense went on.  

In 1981 Al Ries and Jack Trout published a landmark book, Positioning – The Battle for your Mind.  The book had a profound impact on me.  In fact I consider it one of the three best business books of the 20th century and have yet to hear a critical word about it.  Audience members often report that the book changed the way they thought about their businesses.  

Having invented the word “positioning,” Pies and Trout proceeded to explain it.  (No, the term “niche marketing,” which soon followed, was not the same thing.)


The authors asked, “How are you positioned, compared to your competition?  And, how is your company positioned within its industry or profession, as far as marketplace perception is concerned?  Because,” they stated, “marketplace perception is neither right nor wrong; it just is.”

Well, let’s apply the concept of positioning to the raft of advertisers who still subscribe at least somewhat to the cockeyed print media schedule above.

They lose out big-time, to those brave, independent companies that continue to advertise throughout the summer.  Yes, the magazine industry has seen better days; but there are still plenty of publications out there.  And the issues are thinner in the summer.  There’s a higher proportion of editorial content to advertising.  You have a better chance of standing out and gaining attention from readers.  It’s called “positioning” your company away from your more traditional competition.

Since the summertime pace is slower and, presumably, people have cleaned their desks (see the previous blog), magazine issues are less likely to back up.  You’re more likely to say, “You know what?  This issue is pretty slim.  I’ll knock it off right now.”

Print advertising is only one way to position yourself and your company during the summer months.  Yes, it’s an Unknown to Unknown marketing strategy; but there are many companies that benefit from it.  

If yours is one of those companies, it might be time to rethink some old bits of conventional thinking toward summertime advertising. 


The warm weather is here!  

Time to prepare a Summertime Marketing Plan that integrates your Schmoozing Calendar.


Our “Do-able Marketing Plan” workbook is $59.95.  


Our e-Schmoozing Calendar, which presents ideas good all-year long, is $17.95.  

Order them both for a package price of $67.95.  
(Since this price is not yet on our website, call us at 970/282-1150 or email to azoble@azobleassoc.com.  No texting, please.)

Summer is singularly the most effective time of the year to market.  Make the most of the beautiful weather!



Adrienne was a New Jersey public speaker and business expert for over THIRTY years. Now she’s a marketing and referral consultant. Denver and Northern Colorado have depended on her since her arrival here over 12 years ago.

Consulting and speaking to business owners and executives of growing businesses throughout the United States since 1977, Adrienne Zoble has guided companies toward marketing strategies that help them work smart, not hard.