Just before the holidays, I was invited to a luncheon to discuss a new film. I really didn’t know what to expect as I entered the conference room. There were about 30 people present. Some were my competitors in the Christian marketplace, some were previous clients, others were filmmakers, and still others were CEOs and businessmen as well as ministry people. On a personal note, this meeting provided me with one of the most validating moments I’ve experienced lately concerning my professional expertise and the business I have specialized in for 21 years–traditional publicity. The luncheon participants were brainstorming the best ways to raise the funds needed to produce the film. Many ideas were tossed around, but everyone seemed to return to the same theme- new media promotions reaching people through the internet, the way Obama did through his election campaign. A question about the best way to go about doing this was directed to the former owner and CEO of Godtube, who, as it turned out, happened to be sitting right next to me (I didn’t know that!). His response was monumental, at least for me. He stated that all the ideas being thrown out on the table about new media promotions would not work without traditional publicity. He really did say new media promotions would not work without traditional publicity. I wanted to jump up and shout! AMEN Brother! Traditional publicity (print articles, radio interviews, TV interviews and mentions), he went on to elaborate, is what drives all the cool new media promotions. Meaning: traditional and new media campaigns are better together. People tend to forget that. We still look for the quick fix or the next best thing. In fact, we have progressed so far in our pursuit of new ways that we begin to assume that everything traditional should be replaced altogether, whether or not the method has become “traditional” because it works. We must certainly find ways to do it cheaper, faster or better yet, at no cost whatsoever. But the truth is, most of the time your dad was right. You really can’t get something for nothing. When will we learn that there is no quick fix? The internet may provide a quick answer to the person who is already seeking a product, but it’s not going to give a quick sale for a book or a film. Something else has to introduce people to the new book, film, or whatever and pique their interest in the first place–and that “something” is usually traditional publicity!