It's just as true for advertising as it is for restaurants: location, location, location. If your boating supplies ad runs in the Sahara Sentry . . . you get the idea.

And now you have all this new media on top of traditional media, so planning your own media is like trying to give yourself brain surgery.

Let the pros do it. Ours are wizards with budgets. They look under rocks and find deals the rest of us didn't know existed.

Our media department identifies target markets, demographics, geographics, and psychographics. They research new media like satellite and cable TV, satellite radio, internet, and social media (as well as traditional media).

They set objectives and plan a strategy to achieve them. And as if that wasn't enough, then they track response and adjust the plan to optimize results.

It's like magic. Pay no attention to the buyers behind the curtain.