Magazine Advertising for ISVs

Eric Sink (of SourceGear fame) takes a look at magazine advertising from the viewpoint of a small ISV (independant software vendor.) His insights are not only accurate, but funny as hell…
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Q: What’s the difference between buying magazine ads and setting dollar bills on fire?
A: Flaming cash actually produces a benefit, since it generates heat.
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I’ve always looked at magazine advertising as the sign that an ISV had hit a certain plateau– the sign that they had arrived. However, Eric’s excellent essay made me re-evaluate my thoughts on the subject.