Recently I found myself in charge of promoting a large, local, annual winter festival. The budget I was given for promotion was nearly $700, based in large part on previous years’ print advertising spending. Obviously, I knew better. The festival director trusted me when I said we’d use only a fraction of that by advertising almost solely on social media. Three print media outlets came knocking, hoping for repeat business with our event advertising, but I turned them all down. I was determined to save us money.