Not advertising, is costly, as you said, each year you add to your account base, at least you are able to recover, some go on for years, thinking ad's cost too much, and don't work, they usually never have more then a bottom fish account base, and after years of hard work, a business with little or no value.
"the going rate"
This is a common mistake, made by many, that are first entering the business.
Most fail to plan from day one, no goals set, no business plans in place, just a check book, and a balance, but the appearance of making money, tends to give them support, so they may continue for years operating with no compass, until they realize their efforts and hard work, are not paying what they should be.
