Pat Thompson of 8th Street Books & Comics in Saskatoon, Saskatchewan saw Steven Bates' column on advertising during the holiday season (see 'I Think I Can Manage -- Tis the Season for Ads'), and adds his thoughts:
I just finished reading Steve Bates' column. As usual I either took something new away or was reminded of something I hadn't thought about in a while. Advertising is something I have spent much time considering lately, and some money on in the last year. One thing that Steve missed in his commentary was co-op advertising. For example, DC Comics has a dandy program. It takes some work to figure out which hoops to jump through, but having half the ad paid for sure doesn't sting.
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