Media: Comment - Publishers need to swallow potent pill to ease their woes

People are touchy-feely and they like tangible things - firm derrieres, shiny Porsche cars and signed alimony cheques. Marketing mugwumps are no different. When they run costly ad campaigns, they like to 'see' their handiwork. It makes sense. You buy a car, you sit in it, you impress your girlfriend, you park and test the suspension in the moonlight and, several months later, you become a dad. This is all tangible.