Advertisements are everywhere. And Dave West, vice-president of San Luis Sourdough, in San Luis Obispo, Calif., uses this trend to his advantage. He runs ads in his company newsletter. West could have found paying advertisers for his quarterly six- to eight-page publication, but he gives away the space, using the ads to plug his customers.
The ads are nothing fancy. They promote whatever the customer wants and, of course, mention that the customer carries West's bread. "It's another way to thank the people who do business with us," says West.* * *