Getting it wrong, even when you’re right

The supplement industry needs to accept the reality of mainstream media

Recently I was on a conference call with the senior management team of a growing and vibrant dietary supplement maker based in the Midwest. Business was booming, and the discussion centered on how to make the bridge from extensive and fawning trade press coverage to mainstream nutrition and health media coverage. The CEO has the city’s daily newspaper delivered each day, but when we focused on their relationship with the paper I was met with a stream of language not suitable for print

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