DIGITAL digest

The marketer is a proponent of employing a personality—real or fiction, human or otherwise—in marketing pieces. “Ninety percent of magazines have people on the cover because they get attention, but only 1 percent of brochures have people on the front,” Cone noted.

He is also a big believer in using drive-time radio advertising, which has the added benefit of being a cost-effective tool for campaigns with a small budget. “Sound is 100 times more powerful than sight for getting attention,” Cone explained, adding that he doesn’t believe there’s any problem with a printer using radio because people won’t make a connection to it being a negative comment about the value of print.