Dear Editor,

After coordinating the advertising for the Brownsville Convention and Visitor’s Bureau for the last 15 years, I will jump in on this.

Steve Atkins is right, if we were in normal times. But, we are not in normal times.

We are in a time of uncertainty. Now is not the time to bet on the future with $1Million. The worst thing to happen is that SPI moves forward and books the advertising and the pandemic keeps everything on hold.

Most publications will hold you to it, because they have committed the space to you and have turned down others. The only difference is in this day and age, digital advertising is really the way to go. Especially in tourism advertising.

Which means that the booking is not as critical and not as limited as in space advertising in printed publications. In digital, it’s based on the number of impressions, not on circulation of printed pieces. You can jump in with less lead time, and still maintain a significant impression level.

And, the media wants your business, they will bend over backward to get you in, even if it is past deadlines, because they need the business.

Lately, they have become very accommodating.

So, it’s good they tabled it.

Don Breeden

Mr. Breeden is the President/BMG Advertising, Design and Marketing in

Brownsville.