The last few weeks have taught us something interesting. The knee-jerk reaction of many companies is to save revenue by cutting marketing spend. Not only did we experience this first-hand, but we also bore witness to this response bringing print media to its knees. In the past week South Africa has seen the withdrawal from magazine publishing from two of its biggest media houses, Caxton and Associated Media Press. Clearly, this is detrimental to the supply chain. But how does it affect the brand cutting advertising? After all, I had done the same, putting a pause on my online marketing expenditures. So, I decided to do more research on why you should keep marketing in uncertain times.