I still remember the conversation I had eight years ago with a CVB exec from a small Midwest city. We were at a PCMA reception and he was explaining why he had committed all of the bureau's advertising dollars to a particular (competitive) meetings publication. It wasn't that the publication was a smarter buy for his destination, he admitted. Actually, he was induced by the incentive the magazine was offering: If a bureau spent x-dollars in advertising per year, the CEO got to participate ...

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