ABSTRACT
By and large, the great majority of clients I have dealt with over the years have all wanted to feature prominently in the consumer press, rather than the industry media. There is of course a trade element that can be sought-magazines and websites aimed specifi cally at peers in the ‘industry’, but mostly they know that in a sea of choice, their prospects have to make a decision and the public relies heavily on the media to help them in their quest. Just like we all do when choosing things like breakfast cereal and running shoes, whether consciously or unconsciously, we retain scraps of information from articles we’ve read and radio programmes we listened to.
