Gordon, Josh
November 2007
Folio: The Magazine for Magazine Management;Nov2007, Vol. 36 Issue 11, p61
Trade Publication
The article provides tips for publishers on countering negative online experiences. According to the author, interactive advertisers typically made an online buy that went bad, or know someone who did. He suggests countering a negative online personal experience with a positive one by hooking all media buyers with a personal interest. Another way to counter a Web laggard is to make it safe to change his or her mind with news of change.


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