It really made me sick that somebody had lead him to believe that putting ads in magazines was a good way to get his business off the ground and now it was about to be the very thing that put his business six feet underground! Advertising does still have it's place in our industry BUT NOT DURING STARTUP!
I'm reading a book called Punk Marketing right now and checkout this quote...
"It used to be possible to reach potential consumers easily. According to an analysis by Willard Bishop Consulting back in 1995 it took the airing of a TV commercial just three times to reach 80% of woman ages 18-49...but five years leater, reaching the same demographic required airing that awful commercial ninety-seven times. The media market has fragmented beyond recognition."
If this is what happened to television think what happend with magazines over the past 10 years with the new world of blogs and online content!
Times have changed friends and if you're trying to do things the way the last generation of photographers did you're gonna get left behind.