It's a common saying that more businesses fail due to lack of cash than lack of profit. With the banks toughening up their lending criteria these days, credit is harder to access so managing your cash is even more important.

The seasonality of much of the wedding industry makes this an even greater challenge, so make sure you are not caught out with our 5 top actions.

In the final part of our series on advertising in wedding magazines we look at how to measure your results.

I’m sure you have heard the cliché “We know half of our advertising doesn’t work but we don’t know which half”.

If you are going to spend money on print advertising make sure you know if it is working. You need to measure the number of enquiries you received, how many converted into sales and how much those customers were worth.