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metrics-vs-feelings BUYING MEDIA WITH FEELINGS OR METRICS: In Today’s World, Does It Matter?

A major publisher’s rep was sharing lunch with our company the other day, and as usual, we were discussing media buying and other topics. We asked him if anyone uses BPA® statements to evaluate media. He said, “I haven’t been asked for a BPA statement in five years.” “Then what metrics are people using to […]

MEDIA IS DEAD WHY MEDIA BUYING IS DEAD

Traditionally, media buyers sought audiences where their targets aggregated using advertising tactics for either building their client’s brand image or generating leads (or both). The theory has always been to maximize the reach – get as many people to see your message as you can for the buck. Since your real targets were always hiding […]

native advertising THE TRUTH ABOUT NATIVE ADVERTISING

Is advertising content? The short answer is yes. It always was. But, many people feel funny about calling advertising “content.” What differentiates advertising from other content is that someone pays for it. But then, someone is paying for ALL content if you think about it. The old saying, “follow the money” comes to mind, because […]

bossy WHY BAN BOSSY?

There’s been a lot talk about being “Bossy” these days. Anna Maria Chávez, CEO of Girl Scouts of the USA, thinks it is being used on young girl exhibiting leadership characteristics and it should be banned. Peggy Drexler, author of “Our Fathers, Ourselves: Daughters, Fathers, and the Changing American Family” as well as an assistant […]