To do music right, salespeople and marketers need to move past banner ads and exceed the creativity of the artists. Publishers can reach their audiences by developing marketing partnerships with record stores and concert promoters. Account representatives can present a program that offers prominent advertising space in the newspaper's online, music and entertainment sections. Web advertising drives consumers to regularly scheduled in-store appearances by the artists whose music is posted. This inclusive approach builds publishers' credibility with key players in the local scene, especially unsigned musicians who crave publicity.
Bands exert tremendous influence on their fans.
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