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What you need to know <i>before</i> you outsource advertising

This story appears in the May 2004 issue of Start Up.

Should you hire an advertising agency? If your startup will be spending less than $25,000 per year on advertising, probably not. You'll either be too small for an agency to take on, or too unimportant to them even if they do take you on as a client.

At this spending level, you should use freelance talent to produce your advertising materials and campaigns. It's not hard to find competent freelancers who will work with you on an hourly basis; expect to pay $50 to $100 an hour for experienced people.

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