Capstone Companies Inc (CAPC)

[Salve Lucrum]

RVD was not talking about major Network TV.

I believe RVD was referencing utilization of the form of advertising known as "PI deals" with which I am sure you are familiar as a media professional. Oversimplifying slightly, there is no major up-front cost to the PI client; the advertising is paid for as a cost-per-unit sold, or as a product discount to the agency handling the sale. (There are myriad ways of structuring these deals.) These are frequently the basis for the ubiquitous "As Seen On TV" miasma of miraculous gadgetry available via late-night television.

Capstone could afford this type of exposure and would be relatively at home with the technology and price structure of the other midnight merchants. (By the way, whatever happened to the "Home Shopping Network" project?)

A second relatively inexpensive method of reaching a target audience is co-op advertising. For example, Capstone might get placement as a featured product in a Costco flyer, or store "specials" handout, thus directly enhancing their point-of-sale presentation. Payment could be negotiated as a one-off discount to Costco for the duration of the promotion.

I certainly agree with you about the "1% effort" that Capstone seems to feel adequate for the promotion of our product line either through advertising or publicity.