THE ECONOMY SUCKS. TIME TO ADVERTISE.

What's the first thing to go in bad economic times? Ad budgets, of course. It's understandable - the news media has Bay Area advertisers so scared you couldn't pull a sewing need out of our their collective rear-ends with a tractor.

I, for one, am a strong proponent of a steady hand on the ol' ad tiller during tough times. Here's why.

When clients stop advertising, media feels it big time. So what do they do? They cut their rates - and clients get offered tremendous buys. With the competitive ad clutter and noise down, your message can now break through. Mindshare is uncontested. While you have a stronger voice the weak and fearful do not jump in the water - and they will fall behind. Way behind.

In prior recessions, say the early to mid-80's, companies that continued to advertise (while others cowarded) grew. Some to the tune of 200%.

Remember that during a recession people keep buying. They're selective, they want value, but they keep buying. They need to know you are the business to buy from. Be visible. With an advertising presence you look legit and confident. And in these times, confidence is what consumers crave.