TRADITIONAL BEHAVIOUR IN COMMUNICATION WILL BURN CASH Traditions are good in many facets of life but rarely in business and, even more rarely, in marketing. Indeed, few things have stood in the path towards more cost effective marketing and, in particular, cost effective communication than the adherence to traditions – or said less charitably – […]

TRADITIONAL BEHAVIOUR IN COMMUNICATION WILL BURN CASH Traditions are good in many facets of life but rarely in business and, even more rarely, in marketing. Indeed, few things have stood in the path towards more cost effective marketing and, in particular, cost effective communication than the adherence to traditions – or said less charitably – habits. I see many businesses that still advertise widely in print media despite that media being much less accountable and a exhibiting a rapidly declining readership. So often, when asked why, representatives of these businesses have said that it is because they have always used press. It is a matter of habit and a reflection of a reluctance or inability to change. In Perth, there remains an addiction to the West Australian as an advertising medium. There is perhaps no sector where this is more so than building and property. In other Australian cities, and…