We hear a lot about "the flight to accountability," and the benefits of the online medium for advertisers. Many of our clients are selling cross-platform solutions – i.e. a newspaper, magazine, TV, radio brand as an integrated solution. How often we are asked the question, “How do we compete with the performance networks?” The answer is you don’t.

If you don’t have the volume of inventory to compete in that arena, you must develop strategies for high value opportunities that move you well beyond the performance conversation. Chances are if you’re a “legacy” brand, you are in this for the long run. Scale and profitability are important. Don’t chase the small, inefficient, hard to execute campaigns which de-motivate your salespeople and  negatively impact your business. You need to figure out sustainable ways to add value to your advertisers, as well as to your own people.

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