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Media Buying

Submitted by Mitch Seigel on Wed, 2/18/2015

Once upon a time, media buying life was simple. There were three television networks, a handful of radio stations, a few major newspapers, yellow pages and direct mail. Believe it or not, that was it!

Today, in addition to their being so many pieces of the media landscape from which to choose, the consumers are in the driver seat, choosing what to watch, when to watch it and for how long. This phenomenon is only going to get more complicated before it ever has a chance to simplify.

For the immediate future, simplification may come as choices for television will be on a menu, which should shut down under-performing networks. Right now, the consumer is forced into buying media bundles, which include these under-performers.

With all that being said, when buying media it still comes down to knowing your target market for your product or services. That alone is the most important piece of the media buying puzzle. If you have not done your research to determine what your market will bear, then how can you match your media buy to your needs?

Once your target is in sight, then you need to spend time to determine the best possible media choices to increase exposure and sales for your product and service. If you don’t have a grip on how to get this done, hire a professional to do it for you.

What are your challenges when it comes to media buying? I look forward to hearing your comments. Until next time...