Letters to Anne: A Frustrated Publisher

Dear Anne,

I’m a publisher, and I feel like I’m constantly getting the short end of the stick. Advertisers say they want premium placements, but by the time deals filter down through all the layers of middlemen, the actual budget that reaches us is a fraction of what was promised.

Meanwhile, I’m still expected to deliver the same level of quality and attention. Honestly, I’m fed up. How do I stop being squeezed dry while everyone else takes a slice?

Sincerely,

A Frustrated Publisher

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Firstly, hello. And thank you for writing in. 

My frustrated friend, you’re not alone. Not a week goes by without me hearing from your fellow publishers who feel like they’re running the pub with no return: pulling the pints, sweeping the floors, tidying the mess - only to watch someone else walk away with the tips and till. And these days, with the hospitality sector on its knees, that’s a heartbreaking tale.

Sorry, I seem to have lost my composure. I’m writing this with a large Malbec in hand at the Crown and Two Chairmen. The pub’s practically empty - not like the good old days.

Here’s the truth: the media supply chain has more layers than my lasagne (delicious, by the way), and most of them don’t add much flavour. 

In my eyes, you’ve got two choices:

1. Shine a light. Push for transparency in every deal. If someone can’t tell you where the money’s going, chances are they don’t want you to know. I love a Del Boy as much as the koala next to me watching re-runs of Only Fools, but chancers have their place - and adland isn’t it.

2. Curate smarter. Partner with buyers who actually value quality supply and cut out the nonsense. It’s not about being everywhere - it’s about being in the right places. Just like Olly Murs once sang in his single, ‘Right Place Right Time’. I might pop that on now as I order a nightcap. 

And if you ever feel guilty for speaking up - don’t. 

You’re the one keeping the lights on. Without publishers, the whole circus of programmatic collapses. Let us aardvarks do the digging for you - after all, I was born for it. (Top digger in my day. In fact, that’s how I got out of Wormwood Scrubs… but more on that another time.)

Keep your head high, keep your snout clean, and remember: surround yourself with trusted partners.

Love,

Anne

Anne, the Agony Aardvark