Media Buying in the 21st Century

Because the emphasis has gone to everything online, the advertising pie in that realm is divided into micro slivers, while traditional media has maintained the quantities for which we have been accustomed, and in some cases has been reduced.

A great example would be the amount of direct mail you get in the mail box. It is drastically reduced; therefore each piece you receive gets more attention than in prior years. While TV has hundreds of channels, and can be viewed at the time you decide, there are still considerably less channels than the amount of websites you can surf.

Since not that many media have gone bankrupt, and we are faced with so many options, the best solution is a mixed media buy, not depending on traditional media or new media independently. Testing needs to be done at all times and replaced over time with other alternatives, always trying to improve your reach to your target market, as well as the bottom line results.

The need to keep informed on new media outlets has never been more important. As long as it reaches your target market, it becomes an option for you to consider. Hiring a professional media buyer now makes more sense than ever. Their job is to stay informed and then pass that information on to their clients who have requested an analysis of the market.

We’re a far cry from three TV networks, ten local radio stations, three national radio networks, and one or two market-wide newspapers. The tide has turned and the audience is in control of what they want to use as their information and entertainment tools, and when they want to utilize them.

What are your challenges when it comes to buying media in the 21st century? I look forward to hearing your comments. Until next time…