What is DAGMAR on Advertising?

I have this idea to launch an advertising agency that specializes in a certain kind of advertising, what should I do?

• I have this idea to launch an advertising agency that specializes in a  certain kind of advertising (for example to advertise in elevators - this is not my real placement).  My problem is that my 'elevators' have very low foot traffic, about 10 people per day.  Even if I charge 10 cents per 'impression', that's only $1 a day, and when I split that  revenue with the elevator land lord, it's about 50cents a day or $15 a month - I don't think they will be impressed with this value. Also, I have to approach like 100 elevator landlords to have decent exposure  figures to approach a company and sell advertising and I don't feel like approaching 100 elevator landlords BEFORE I know they want this  kind of advertising. I really want to do this idea because it makes a lot of sense but I don't know what to do. The money seems low, and the 'elevators' are much fragmented. What should I do? (Remember, the elevators is not my real placement, the real placement has nothing to do with elevators at all, it's just an example)

• Answer:

  Find elevators that only super highly qualified prospects ride. And make really compelling offers in your advertising. For example, if you could reach only 10 people per day. But they were starving. And you could offer to bring them food. That could still be a very good deal.