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Spending money on marketing plays off in the long run

That’s the convention wisdom, and now it’s confirmed in a new report, “Small business Marketing Health Check.” The report found a direct relationship between spending on marketing and the success of the small business. Example: Of businesses with flat or declining revenues, only a third had raised or planned to raise spending on marketing. But two-thirds of businesses with increased revenues had raised spending on marketing. The survey also showed small businesses shifting spending away from traditional media toward social media and email newsletters.

By Kathryn Jones Malone

Kathryn Jones Malone is co-director of the Texas Center for Community Journalism. She began her career as a staff writer at the Corpus Christi Caller-Times, then worked as a staff writer for the Dallas Times Herald and The Dallas Morning News; as a contract writer for The New York Times; as a writer-at-large for Texas Monthly magazine; as editor of the Glen Rose Reporter; and as a freelance writer for numerous state, regional and national magazines. She teaches journalism at Tarleton State University.