Commentary

risk aversion vs. recession and (media) revolution

"Retailers are traditionally very risk-averse" in their media strategies, observes Eric Holmen, the president of Smartreply, but the dual trends of media fragmentation and the broader recession are forcing them to innovate. Once again, offering customers greater convenience through mobile can give retailers a key competitive edge.
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About the Author

Erik Sass is editor of Publishers Daily. You can reach Erik at eriksass@gmail.com.

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