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MARKETING

Reading The Fine Print

One CEO sent trade magazine subscriptions to bankers in order to increase his credibility.
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JULY 1989

If you are having a hard time getting bankers to understand your business, consider letting a trade magazine do some of the explaining for you. Mark Winward, CEO of Jane Ink Inc., in Seattle, was in a business with an image problem: silk-screening and embroidering T-shirts. "All bankers could think of was sex, drugs, and rock and roll, while I tried to get them to think of Boeing golf shirts." Sending subscriptions of trade magazines to prospective and current bankers, Winward says, added an element of credibility to his appeal that his financials couldn't. The bottom line? Winward boasts a $500,000 credit line to feed his $3.5 million in sales per year.




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