Tip 111: PR Rather Than Advertising

Our advice remains:  never pay for an ad to promote your show.  A paid ad rarely produces enough return to justify the cost.  Yes, use barter ads to drive traffic to your web site.  And we recommend you not run a 16-page show preview in a magazine.  This only wastes trees.  Better to do a nice 2-page spread that pushes prospects to your web site.

There is a new book titled The Fall of Advertising and the Rise of PR (by Al Ries and Laura Ries).  We agree that good PR is much more valuable in promoting shows than ads.  Some thoughts on good PR: