Real-Life Decision Making -- Solution
Give the space to the new client
You are placed in a difficult situation when a new client requests the
ad space usually occupied by their competitor. The competitor is a long-time
advertiser with your magazine. The new client has offered a higher price to
take the prime placement on the front, inside cover of the magazine.
You decide to shift the ad space and make room for the higher-paying,
new client. Before doing so, you talk with the existing client. You make sure
that they know their ad will be in a different, also prime, location.
"If they really, really wanted it, we'd give it to the higher paying one.
We'd move the existing client to another position. Sometimes we do this to
circulate the ads anyway. We could move the existing client to the outside,
back cover. That's another great location," says Ellis.
Since you kept up good communication with both clients there
were no surprises when the magazine came out. You found a compromise that
satisfied both clients.