This column will help. Just as radio didn't disappear when TV entered our lives, TV won't disappear now that being online is rapidly becoming part of our lives. Yes, it's true that people are spending more time with their PCs and less time with their TVs and it's also true that the lines between them are blurring. But television deserves a place in the arsenal of a small business now more than ever. It lets you single out specific groups of people, such as business people, and it enables you to home in on selected neighborhoods in your community.
Television is now more affordable than it ever has been, in many cases lower in cost than radio.
Again, we tip our hats to the cable industry for putting TV within everybody' reach. This column will set you straight and tell you the truth about television use and production so that you avoid the multitude of mistakes made by non-guerrillas stumbling down the TV trail before you. You will end up understanding TV so clearly that it will be effective for you, though not from Day One. Guerrillas rarely expect reward before Day Ninety. It is not only possible to do that but also possible to unlearn many fantasies you may have believing about television commercials.