Sunday, November 4, 2007

Co-Op Evolution

Sean Lewis, our Advertising Director for the Kentucky newspaper group, shared with me a new take on my earlier post regarding online co-op rules. He has come across an account where the parent company will NOT allow co-op to be spent on newspaper and requires co-op be spent on online strategies.

Of course this is as strange as not allowing co-op funds to be spent toward online spending. In the midst of evolution strange things occur. Again, the bottom line, use co-op funds for online and if your running into resistance keep pushing. You will not be the only one pushing and your pushing will add to the chorus of voices your central marketing department is hearing from regarding this issue.

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