Don't throw money down the drain!

From a WSJ piece: Small Firms Try Out New Advertising Avenues

The foray into online advertising has affected the salon's use of other ad venues. The company has eliminated its use of radio advertising and national magazine advertising. These old-media options don't bring in the business, says Mr. Ettore, adding that he now relies largely on search advertising and some local newspaper ads.

"My ad budget has been cut," he says. "I used to spend $60,000 to $70,000 a year on marketing. Now I only spend $20,000 to $30,000."