I’ve been thinking a lot lately about companies and advertising during this current economic downturn. The idea really started festering today when I emailed a newspaper, on behalf of a client, to request a media kit with the latest prices. This client has often advertised with this particular newspaper and, as such, often receives discounts. My request was partly because I didn’t have the current media kit, but also a feeler to see if I could get preferential pricing. The response back? “Last time we gave you a half page ad at a significant discount. I’m willing to give you the same thing at a 50% discount to that price.”

Wow. I’m very pleased to be able to offer my client that, of course, but at the same time it has me thinking. Clearly the newspapers are hurting, and that doesn’t surprise me, but what does is how badly they may be hurting for advertising dollars. This begs a few questions: is it in bad taste for a company to spend money now when they’ve had to make cut backs in other ways? Or is now the time to put out your flag, wave your arms and shout “hey! Over here! We’re still here!” As always, I don’t think the answer is super straightforward. Any money that is spent now has to be considered against the backdrop of your current situation, and how it will be perceived by shareholders, clients, staff and potential customers. But, having said that, I think there is certainly a case to be made for keeping your name out there and in the public eye.

By continuing to market your company, you’re not only reminding people that you’re still in business, but you’re also not disappearing off their radar. You want to remain on their shopping list and in their thoughts. You can’t do that if you disappear from the public record. But now may also be a time to strengthen your relationship with your audience. Can you cater your marketing to ways that show solidarity during troubling times? Can you encourage businesses with a thought-provoking sale?

I think the best advice I can give here, and this is certainly what I tell my clients, choose your marketing carefully and get the best deal out there that you can. I think right now there are incredible discounts and sales you can achieve that will allow you to remain very budget conscious while at the same time allow you to continue growing your audience. The publishers and suppliers are hurting, and they understand that you are too. So, work with them to find ways to work together.