Dave: Congratulations on the annivers

January 30, 2010 by Dave Haynes


Congratulations on the anniversary of Sixteen:Nine and on the windfall profits from your efforts. The fact that you have resisted the temptation to take advertising says something about your values. The fact that you always disclose client relationships when appropriate also sets you apart. But I got this idea that may work for you, but you may have to change your MO. Here it is:

Develop a series of white papers and pepper in the names and projects of your clients from PressDOOH and Preset without disclosure. Give them away on your website to build traffic and buzz. Then have a publisher hire you as an industry expert to write commentary and analysis on the industry. Your credentials are perfect, and the white papers are already in the can. Then package it up and sell it as either an advertising supplement or a research report. Have your clients sponsor it (nod nod, wink wink), and quote them liberally as experts. Then activate your network of friends on Twitter to proclaim it as groundbreaking, must-read material. Everybody wins! And I bet you collect more than $118. I mean, if you don’t do it, someone else will…

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