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Media Guru

Guru Search Results: 60 matches were found

Tuesday, July 24, 2001 #4603
I was wondering if you have any ideas were I may be able to find some sort of template for RFPs that involve media buying like requesting C.P.P. or reach & frequency? We have been working on many media bids for a department of the state and they do not request specific media numbers so the media buyers are only submitting the information that makes their plan look the most favorable. We wanted to reccommend something to them so the comparison of the different agency plans would be more like comparing apples to apples. Thank you for any help

The Media Guru Answers(Tuesday, July 24, 2001 ):
First we need to distinguish between requesting plans and requesting buy proposals.

A media plan is a document that details what media should be used at what budgets, to accomplich sets of objectives and strategies which meet advertsing objectives set for the planners. If you are soliciting media paln proposals, you should be setting advertising objectives and asking for plans to meet them. Some judgement in addition to quantitative comparison will be appropriate. You could use the relevant portion of the Guru's Parts of a Media Plan as an outline of what is to be included in proposals reveived.

If, however, the media plan is completed and you are taking proposals on media buys, that is what stations, newspapers, magazines, etc fulfil the plan, that the analysis might be simply numerical, as long as all meet the plan's specs, which should be in your rfp.

Beware of comparing reach and frequency analyses that have been created by different software, and are not therefore comparable.


Thursday, July 19, 2001 #4594
Hi Guru, I have a set of queries: 1. What is the difference between program reach and program TVR. 2.How can reach curves be used in planning media 3.What skills apart from negotiation does a media buyer need 4. The gross weight of a tv plan can be a. sum of all spot tvrs b. product of 1+ reach and average ots of the entire plan These values for the same plan are not always equal- why? 5. Why dont u allow advertising on your site? How do you make money from your website currently Please let me know Thanks Ajit

The Media Guru Answers(Thursday, July 19, 2001 ):
Your terminology is a bit different from US usage, but with given assumptions the Guru's answers are as follows:
  1. Assuming "TVR" is rating, program reach and rating are identical for a single ad unit. Reach and ratings accumulate differently because reach discounts audience duplication from one ad unit to the next.
  2. As an example, reach curves show where the reach added by additional advertising in the same medium diminishes and a new medium should be added to the mix to optimize the effect of more spending.
  3. Aside from negotiating skills, a buyer needs good communication skills to convey the benefits of his buys. Otherwise, the skills are the same as any for business, perhaps emphasizing math.
  4. Assuming again that "TVR" is ratings and that "average ots" is average frequeuncy of exposure, then the sum of tvrs must equal the product of 1+ reach and average ots. Any tiny difference will be rounding.
  5. Of course AMIC accepts advertising! Ads do not appear on the Guru's "current answers" page, because it is dynamically generated by scripts, from a data base.


Tuesday, July 10, 2001 #4569
Can you recommend any resources for gathering information on how media buyers use/don't use media kits. I'm doing a search to determine the validaty of this basic marketing tool and would appreciate any suggestions of where to start. If there are any actual studies or polls that have been done, perhaps articles that you have published or if you could point me in the right direction of where to search, I'd greatly appreciate it.

The Media Guru Answers(Wednesday, July 11, 2001 ):
It's possible that there is some published research at Newsweek Media Research Index, The Magazine Publishers' Association or The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

Most likely, custom research will be needed.


Wednesday, June 27, 2001 #4525
What is a media buyer, and what does a media buyer do? What type of degree or level of education do you need to become one? What is a SQAD report?

The Media Guru Answers(Wednesday, June 27, 2001 ):
A media buyer is a negotiator, employed by an advertiser or its agency, acting on behalf of the advertiser to secure media space or time from media vendors, such as publishers and station owners.

There are no specific educational requirements, but most have a bacelor's degree if hired at entry level.

SQAD provides media cost-per-rating-point and cost-per-thousand audience estimates, as a guide for media planning and buying.


Wednesday, June 20, 2001 #4506
I am reading your SQAD Report on "Costs per TV Household Rating Point". I am a novice at this. What does this mean and how do I read this report? Thank you, Michael Jordan

The Media Guru Answers(Saturday, June 23, 2001 ):
A "rating point" is equivalent to one percent of the population in the specifed universe. So, if a commerical has an audience of 1000 in a market with 100,000 housesehold, it has a rating of 1. If the audeince is five times as large it has a rating of 5. If you have a schedule consisting of five commericals like this, you would have 25 Gross Rating Points (GRPs).

If you divide the cost of the schedule by the GRPs, the resulkt is the Cost per TV Household rating point. SQAD collects the actual buying records of several agencies and other media buyers to calculate the marketplace averages.


Tuesday, June 12, 2001 #4476
remuneration rates in the european countries

The Media Guru Answers(Saturday, June 16, 2001 ):
According to the Guru's UK colleague, the following applies to all of Europe:

"In GB the basic approach is that agencies get a discount from the media owner. So if the rate card for an ad is $1000 then the advertiser gets charged $1000 by the agency but the media owner only gets charges, say, $900

This is the 'old method'. Increasingly all agencies/media buyers now negotiate specific fees/percentages with each client."


Friday, June 01, 2001 #4449
I have kiosk in retail stores and I want to sell ads. Can you tell me the best way to do this. 1. Should i hire a company? ( which one whould you recommend) 2. Should i go direct to a media buyer? ( which one would you recommend )

The Media Guru Answers(Friday, June 01, 2001 ):
Use a rep.

Click here to see past Guru responses about kiosks


Friday, June 01, 2001 #4447
Is there a site that i could post my ad inventory and have media buyers bid for my ads?

The Media Guru Answers(Friday, June 01, 2001 ):
Go to our MediaQuote area.


Monday, May 28, 2001 #4431
Hi, A lot of media production houses(television program producers)and smaller televsion channels are clueless about strategic issues involved in media selection, planning and buying.I feel there is a business need gap that can be filled by media experts and consultants. Are there any instances 1.where you have been approached for such projects 2. what information/analysis areas are likely to be of great value to such production houses/television companies 3. Any specific companies/agencies doing similar work. Please do let me know Thanks ABC

The Media Guru Answers(Wednesday, May 30, 2001 ):
TV channels (as time sellers) might well benefit form a half day's seminar on how media buyers decide what to buy. The Guru doesn't see the direct benefit for production houses.

In his role as a private consultant, the Guru has done projects for media sellers, and for producers only when they were also seling their product directly to advertisers. These projects were about how to use media numbers as selling tools and how to present the measured aspects of the media properties most attractively to potential buyers.

The U.S. system may be different than yours.


Thursday, February 15, 2001 #4185
I would like to start my own freelance media buying business out of my home. What suggestions do you have for me? I would like to know what is the best way to get my name out to the public so everyone knows about my business and the services I can offer them. Also, any ideas on what the average freelance media buyer charges in the midwest? Thanks a ton!!!

The Media Guru Answers(Monday, February 19, 2001 ):
Get your name out through sales reps you know and ads in local ad trade media. Frelancers charge from $20 to $200/hr or a percentage of placement. Reputation and selling yourself are the keys. Talk to others you know who do the same thing. If you can't find others, that may be a warning to you.


Monday, January 29, 2001 #4133
I have been a media buyer for almost three years now. I am just starting to plan media. Can you tell me what are efficient GRP levels for tv and radio buying? I am in the entertainment industry and our audience is A25-54 and 55+. Thanks.

The Media Guru Answers(Tuesday, January 30, 2001 ):
Effective levels depend on what you are trying to accomplish:
maintenance of regular purchases, building awarenss of a new product or driving immediate attendance to a short term event.

The plan is all about working through these goals, and making decisions about levels within available budget and communications strategy.


Friday, January 05, 2001 #4080
1.) Who are the leading buyers (advertisers/media buyers) of kids media? 2.) What's being bought heavily...what's hot (TV ages 2-18)?

The Media Guru Answers(Friday, January 05, 2001 ):
Consult CMR (Competitive Media Reports)


Thursday, December 14, 2000 #4044
Hi Guru, it's the media buyer w/ little broadcast resources again (other than you). Can you tell me how to find out cable providers in a specific market and the percentage of HHs they reach? As always, thank you.

The Media Guru Answers(Monday, December 18, 2000 ):
Again, try Katz Media Group or perhaps the Cable TV Ad Bureau


Thursday, October 26, 2000 #3916
Dear Guru - I've checked out media exxchange sites and find them to be confusing. There doesn't seem to be an opportunity to browse their sites without first providing credit information on my company. Since I don't own this place, I'm hesitant to give out information. In your experience, have you found these exchanges to be worthwhile or better yet, a safe place to buy media? I hope this question isn't too sophomoric, but I just don't trust it. Thanks.

The Media Guru Answers(Monday, October 30, 2000 ):
Some sites show the kinds of offers currently available without intrusive credit information requirements. The Guru agrees that most typical media buyers will not have the authority to obligate company credit cards.

Try 1 Media Place


Wednesday, October 18, 2000 #3896
Dear Guru: Im a writer working for Media magazine, which is read by about 30,000 media buyers and planners. Im writing a story about senior citizens' use of the Web. Do you know of buyers or agencies that have experience appealing to this demographic?

The Media Guru Answers(Wednesday, October 18, 2000 ):
This has been a specialty of Cadwell Davis.


Tuesday, October 17, 2000 #3892
Guru, I am the only media buyer/planner of a small agency with very few resources. I rarely buy radio, but when I do, I have no resource (such as Tapscan). Can you suggest any n/c service online which could supply stations by DMA and formats? I don't buy enough radio to ask my boss for Tapscan software. Much appreciated!

The Media Guru Answers(Tuesday, October 17, 2000 ):
Try Radio and Records


Monday, August 21, 2000 #3726
Guru...I am a media buyer in a very dynamic local radio market...book to book stations are having 100% plus AQH ratings increases and decreases. Since there is no consistency in ratings (several new stations have recently entered the market) how do you suggest handling annual negotiations? In the past, annual rates have been set, but this no longer seems applicable with the dramatic shifts in ratings. Is establishing a CPP goal and adjustings rates according to ratings appropriate? Thanks for any help you can offer in handling annual local radio negotiations.

The Media Guru Answers(Monday, August 21, 2000 ):
Establishing a CPP and adjusting when ratings are posted is a good solution, and is analogous to network TV dealings. But, the station will probably only want to make-good by giving free air time, and an advertiser is not likely to agree to pay more money if ratings go up.

Consider the syndicated TV approach, where there are "recaps" or recapturable spots. They are scheduled for the advertiser as potential makegoods, but if ratings performance stands up to the deal, they are recaptured by the station for sellable inventory.


Sunday, August 20, 2000 #3725
Guru - I went to the mediaquote.com linked to AMIC, and I was going through all the online advertising marketplace links. I personally am involved in one of these such media marketplaces.. What challeneges do you think an online advertising marketplace faces? and what benefits can an online advertising marketplace truly bring to media buyers and sellers?

The Media Guru Answers(Monday, August 21, 2000 ):
The benefits and challenges are summed up in the Guru's prior comments:

"What these exchanges need to keep buyers is the capability to complete transactions on line plus having whatever inventory a buyer might need. Otherwise it will be about buyers' remembering to check for 'fire sales.'"


Friday, August 11, 2000 #3697
Dear Media Guru: Typically, how is the money I spend on broadcast (e.g. TV) advertising sliced? ie. Which player gets approximately how much of the pie? I dont need exact figures - since that would vary by actual agency, objectives etc. but just good ball-parks. How much does the agency keep as commision? How much is spent on the creative portion? How much on the media itself? Are there other charges? Are there any other stake-holders? If the agency is not full-service, what commision/fee is given to the media-buyer? If you must need more specifics: Lets consider 2 scenarios: - Lets say my company is General Motors and my annual budget is $100 Million. - Lets say I am a .com. My budget is $2 Million. Thank you much!

The Media Guru Answers(Sunday, August 13, 2000 ):
Of course, there are many deals that vary from the traditional commission structure, and the bigger the budget the more likley there is a deal below the tradtional standard. But traditionally: On a broadcast media bill to an advertiser, the agency gets 15% commission against the gross media cost. If a sales representative not an employee of the media owner has made the deal, the rep gets about 15% of the remaining net media cost. The rest belongs to the medium.

Out of the agency's 15%, it is being compensated for it's creative and marketing thinking. Actuall creation of the advertising materials, i.e. production of commercials is typically charged at out-of-pocket costs plus a mark-up of 17.65% (which is equal to 15% of the out of pocket + commission total).

If an agency uses an outside media buyer, the fee is usually 5% or less of the gross media costs, but there is a greater variation in these deals.


Thursday, August 10, 2000 #3694
Dear Guru, Have you heard of online ad agencies charging a bad debt provision to owners of inventory to share the risk that media buyers don't settle their accounts?

The Media Guru Answers(Friday, August 11, 2000 ):
It's possible. The Guru assumes that by "online ad agencies" you are referring to ad sales representatives, since media buyers are typically employees of advertising agencies (companies that create and buy space for ads).

At the enormously high commission rates ad sales reps often charge (40%+), the Guru would expect them to absorb this risk. At ordinary commission rates, such as 15-20%, the inventory owners might share the risk on non-payment, but certainly not reimburse the representatives.


Monday, June 26, 2000 #3582
Media Guru, I am a media buyer at an agency in a metropolitan area in the midwest. I am very interested in going out on my own and being a freelance media buyer. Do you have any advice on the best way to do this? How would a freelance media buyer go about getting rating information from Nielsen and Arbitron? Any help you can offer is greatly appreciated. Thank you so much!

The Media Guru Answers(Sunday, July 02, 2000 ):
If you mean to offer yourself as a "temp" buyer at agencies, they will have their own ratings resources. If you mean to operate from your own location, and you don't want to buy ratings reports, you will have to rely on the sellers to supply information.

Many of the recruiters who do job searches for agencies also handle free-lancers, and there are job sites on the web (see AMICs'c Ad Jobs ). To set up in business, advertise or solicit referrals from those who know you and have contacts who might need your services, such as reps you've dealt with.


Monday, May 01, 2000 #3432
Do you have any data on how frequently media providers (buyers, ad agencies, etc.) engage in barter in lieu of cash exchanges? E.g. exchange media space for goods or services instead of cash. We're an online barter site and we're seeing a rise in the number of registered users from media buyer and ad agency markets

The Media Guru Answers(Monday, May 01, 2000 ):
The Guru doesn't know of any tracking of such transactions. The Guru would be surprised to find a large volume of such activity

Typically, barter is a short term financial maneuver which can improve the look of the books of the product manufacturer and may have some benefits for media vendors. It is usually not seen as beneficial or advisable by agencies.


Friday, April 21, 2000 #3411
What is the industry standard for the expected negotiated value added merchandising as a % of a media buyer's total buy?

The Media Guru Answers(Friday, April 21, 2000 ):
When stated, it is usually 0.5%. However, a good negotiator can get far more if careful to request what the media vendor is more willing to provide. For instance, a radio station might buy you 0.5% worth of giveaways, but be willing to produce a remote event worth 10% of the buy.


Monday, April 10, 2000 #3384
where can I find a list of media buyers to offer Internet Advertising opportunities..

The Media Guru Answers(Monday, April 10, 2000 ):
The standard source is The Standard Directories of Advertising Agencies and Advertisers ('The Redbook')


Monday, April 10, 2000 #3383
For an "Impression Advertisement" what is the time that the ad must be available for viewing. Can you place 6 banner ads for 10 seconds each and have each 10 seconds be credited with an impression ? Thank you

The Media Guru Answers(Monday, April 10, 2000 ):
In broadcast, where presentation is linear, time of exposure doesn't change how we count GRPs and impressions. However, limiting display time of a banner means that there is less chance of exposure, as the user may have scrolled away from the active portion of the page. As a media buyer, the Guru would not give full credit to this method of display.


Tuesday, March 28, 2000 #3349
Dear Media Guru: I am the publisher of a very niche oriented magazine called International Longboarder. We are a year old and the magazine is found in surf, skate and snowboard shops throughout the world. We appeal to men 18-34. Here is my question: what would be three inexpensive ways to let media buyers know about us - specifically those buyers who are looking to reach this demographic? thank you michael brooke mbrooke@interlog.com

The Media Guru Answers(Tuesday, March 28, 2000 ):
"Inexpensive" is a matter of opinion. The least expensive (free) is a listing in Standard Rate and Data Service (SRDS). Next might be an ad in SRDS. Next, an ad on a media planner's website, like AMIC .


Monday, March 27, 2000 #3341
Hello I am currently enrolled in the 3-year advertising program at Mohawk College in Hamilton, Ontario, Canada. In response to a class project and of great interest to me, I am in search of answers to the following questions regarding obtaining a career in the Internet advertising field. 1. What programs are used in the creation of Internet advertisements? 2. What are the job titles and descriptions of jobs within Internet advertising? 3. What are the specific qualities looked for when hiring a person for Internet advertising? 4. How does Internet advertising differ from other forms of advertising? 5. What should a student keep in mind and focus on while attending school in order to further their changes in Internet advertising related career? 6. Is there an organization solely devoted to Internet advertising? 7. What forms of Internet advertising are offered? (Ex. WebPage design yes, banners, etc) 8. When should a company inquire about Internet advertising as a form of advertising? 9. How long has Internet advertising been around and how has it grown throughout the years?

The Media Guru Answers(Monday, March 27, 2000 ):
Since this is the Media Guru, we will address those of your several questions which relate to media issues.

  1. Not a media question
  2. Other than "webmaster" all internet advertising media titles are approximately the same as in other media: General manager/publisher, sales manager, sales account executive on the website side; Media Director, Media planner, media buyer on the buying side. Some companies may have invented special titles either to reflect their individuality or special business structure, such as "Channel manager" when selling multiple sites that can be grouped topically
  3. There should be no specific qualities sought in hiring media people for internet purposes rather than any other media, other than possibly better computer skills and internet familiarity. It was not unusual, in the early days of internet advertising, for employment ads to be signed only with a website or email contact information, so that those who didn't understand such information wouldn't apply.
  4. The chief differences of internet advertising versus other media include:
    Interactivity: Any consumer action in response to an ad generates a reaction by the internet
    Combines the full animation potential of TV with the detail capability of static print
    Consumer action in response to an ad 'place-marker', i.e. the banner, is required before the full ad, i.e. the click-thru target, is exposed
    Unlike other media where the medium's full audience is attributed to each ad, the internet allows us to count actual ad exposures
  5. A student should take any internet courses offered in addition to the full standard advertising curriculum, if working in internet media is the only goal.
  6. There are several organizations devoted solely to internet advertising: The Internet Advertising Bureau, which is the Web site owners trade group, C.A.S.I.E. (The Coalition for Advertising Supported Interactive Entertainment) which is primarily, if not exclusively internet focused, is the advertiser/agency internet trade group. Of course there are numerous internet sales representative organizations and ad agencies/media services.
  7. Internet advertising forms include websites, banners (meaning any less-than-full-page ads displayed on websites) interstitials, and e-mail advertising. Within e-mail advertising are three principal types: ads as sponsorships, inserted into subscription email newsletters and discussion group posts, Opt-in email, where the recipient has actually agreed to receive by email commercial information from the sender, and SPAM, or Unsolicited Commercial Email, which is commercial messages posted to newsgroups or sent by direct email. This last is completely disreputable and banned by most consumer ISPs.
  8. An advertiser should consider internet advertising alongside all other media when selecting media for any plan. Internet media should be used when it offers an advantage in efficiency (quite rare), an opportunity to reach an otherwise difficult-to-reach prospect, or the opportunity to deliver a message of a kind or in an environment which enhances message impact.
  9. Internet advertising of one sort or another has probably existed since the early days of the internet. As a real medium, internat advertising is traced to the beginnings of the commercialization of the World Wide Web at the end of 1994. The year 2000 will generate over US$5 billion online ad revenue


Thursday, March 16, 2000 #3324
Can you explain what "SQAD" and "SPARC" are and how they work? What are the benefits to the advertiser to use these? Does it require professional advertising knowledge to use and understand? Thanks.

The Media Guru Answers(Friday, March 17, 2000 ):
SQAD and SPARC (aka SQAD Radio) are standardized cost references, from which recent sample data is found in our ad rates area at the links given above. They represent the average buying achievement of actual buys made by a representative panel of cooperating agencies and media buyers.

If you know enough to place a buy based on ratings and demographic Cost Per Point (CPP), you can benefit from using these tools.


Friday, March 03, 2000 #3281
Dear Guru: I recently became the new Sales Director for a regional Hispanic publication. In addition to the Red Book is there a listing or directory of media buyers and or Media Planners I can contact on Line to introduce our publication? Thank you, Rudy

The Media Guru Answers(Saturday, March 04, 2000 ):
The Guru and AMIC are adamantly opposed to the kind of SPAM marketing you are considering and will not offer any help in such a program.

AHAA, the Association of Hispanic Advertising Agencies may be able to provide standard mailing addresses.


Thursday, March 02, 2000 #3270
Where can we get a list of agencies who specialize in buying media for "dot coms"?

The Media Guru Answers(Thursday, March 02, 2000 ):
While there are agencies which specialize in placing online advertising for various advertisers, the Guru is not aware of agencies which have specialized in the advertisng of dot-coms. There is no reason any agency can't have any category of business as a client, but some agencies specialize according to the kind of business, as opposed to the means of doing business. That is some agencies focus on mediacal and pharmaceutical accounts and some specialize in business-to-business. But there isn't a reason why the agency for Amazon.com would also be the right media buyer for Starmedia.com.

The Standard Directories of Advertising Agencies and Advertisers ('The Redbook') could generate for you a list of agencies with specific dot-com accounts.


Monday, February 28, 2000 #3257
I'm an assistant media buyer and in college part time at night. I am currently attempting to do extensive research for a paper that I have to write. I am going to be writing on Television, Radio and Outdoor. I am looking to start with the basics, and work up to the specifics of how each is measured, and has a different effect on audiences. I'm looking, if you have any ideas, of particular books and/or websites where I could pull a substantial amount of information. Thanks A Bunch!

The Media Guru Answers(Monday, February 28, 2000 ):
Your plans seem overly broad for a single paper. The differences in how media are measured or diffrences in how they affect consumers are each big ideas by themselves.

For many thoughts on each point, go to the Guru Archives Search Engine. Use your various topics as your search terms.

Beyond this, see the books in the AMIC Bookstore (in association with Amazon.com), particularly the media planning section.


Tuesday, February 01, 2000 #3178
What would be the first thing you would do if given the job of advertising sales manager for a new web based business to business site and had no previous experience in selling advertising on the internet?

The Media Guru Answers(Wednesday, February 02, 2000 ):
  • Hire an internet rep company
  • Hire a salesman who knows the internet

As a media buyer, the Guru imagines he would get quite impatient receiving a sales call from someone without internet selling experience.


Wednesday, January 26, 2000 #3156
Media Guru, can you tell me an effective method for a relatively new, regional, biweekly arts & entertainment publication to familiarize itself to ad agency media buyers?

The Media Guru Answers(Saturday, January 29, 2000 ):
There are the usual handful of methods:
  • Trade advertising
  • Direct marketing
  • In-person sales calls

The most effective one for you may depend upon how broad a set of media buyers you target. Publication of this sort often sell most advertising to local advertisers who mostly have local buyers. Further, publication of this sort often have an audience which matches the typical media buyer demographics. A good approach would be to start mailing the publication to all the buyers in your area.

One caveat: Publications of this sort have lately run into circulation problems because their target is the same one which like to get entertainment information on the web. The Long Island Voice (an offshoot of the famous Village Voice) is one example of a recent failure in this arena. Since media buyers may be aware of this, take the problem into account in your story. One approach would be offering ads on your web site as merchandising (Of course you have a web site, right?)


Thursday, January 13, 2000 #3119
Media Guru, I'm an advertising student and will be going out into the working world of advertising on a media buying internship in two weeks. I have one question which i would much like your input on. The question is as follows; Junior media buyers are routinely asked to book millions of dollars worth of advertising. But do they know enough about the vast complexities of media to do the job right? sincerly, intern student

The Media Guru Answers(Wednesday, January 19, 2000 ):
No, they don't. But then again they aren't actually asked to do this. You have a somewhat oversimplified view of the roles, the Guru believes.

Junior buys operate within tighly defined limits on their authority to make spending decisions.

Over the course of a year a "junior buyer" at a large agency might book millions of dollars, a few tens of thousands at a time. Each time, in a properly run agency, there should be a set of buying parameters from a olanner which specifies the target group, amount of media weight, (GRP or impressions) type of programming or environment, minimum audience size of an ad unit, cpm/cpp range, and perhasp even reach of the schedule.

With all these parameters properly set, there is little room fro a junior buyer to make a significant error. The job is to find the right media according to clearly set, mostly numerical, standards and then to negotiate the best possible price.

Additionally, there should be review of a junior buyers proposed buy by a supervisor.

If you find yourself in a situation without these controls, then you are not observing a professional media operation.


Tuesday, November 09, 1999 #2948
I'm a media buyer that is new to buying advertising on the internet. What kind of questions should I ask or what should I know to ensure I'm getting the best deal or at the very least sound like I know what I'm talking about?

The Media Guru Answers(Tuesday, November 09, 1999 ):
Interesting Hilary; weren't you a new internet seller just last week? The same questions listed for you in query #2923 still apply.


Wednesday, September 08, 1999 #2775
I have an in-flight magazine with a 46% ABC1 demographic and a readership over 6 million, what are the other important criteria that I need to provide to media buyers in order to make rate and do you have any suggestions as to particular types of brand who need that sort of audience

The Media Guru Answers(Monday, September 13, 1999 ):
There are many 'upmarket' (or 'upscale" as we say in the U.S.) brands that seek this demographic group. 46% upmarket seems low to the Guru, for an inflight magazine, by the way.

Obvious choices are travel destination advertisers, financial, and certain automobiles.

Browse the pages of the competing inflights and use your syndicated product user research, like MRI


Saturday, September 04, 1999 #2768
I have a media budget of $140,000 and am looking to find the best media buyer to negotiate advertising costs and place our advertisments. We are focusing our marketing efforts in the NYC to Richmond, VA region. Do you know of any lists of media buyers that I can contact?

The Media Guru Answers(Monday, September 06, 1999 ):
In the AMIC Web Sites area you will find a listing of media consultants.


Wednesday, September 01, 1999 #2761
Is there any source where I can find a whole and specific description of each of the media functions? (media buyer, media planner, media analyst, associate media director and/or media supervisor, media director, etc...)

The Media Guru Answers(Friday, September 03, 1999 ):
The Guru will assume you know the basic job descriptions, in general. You will find that the meaning and responsibilities change to varying degrees from one agency to another. In one "Media Director" may be the top dog of the entire media department. In another, a media director is a group head, supervising only media planning, and with the buying group under other direction, both reporting to an "executive director of media and programming."

Media planner may be fairly junior in one agency, the title a new hire achieves after about a year as an assistant. In another agency it is may be a much more senior position, averaging 6-8 years of experience.

The most likely place to find a published - but not necessarily official - set of job descriptions is the American Association of Advertising Agencies.


Thursday, August 19, 1999 #2729
Dear Guru, 1- Please let me know SQARE model that SQAD use to calculate CPP for TV and Radio. Please let me know the detail or any link I can find more information or books... 2- Do you know any model for reach vs GRPs? Our client ask us to show the data like that. The problem that we try to find the suitable daypart mix, station mix, medium mix that is good for our advertising strategy but we don't have any optimiser programs. We have only ratings data like Telescope and Prinscope of ACNielsen. Do you know any example to solve this kind of problem? 3- Our client also want to have a model to set advertising budget to get for example 80+ reach but we can not know until it happen. How to solve this issue? warmest regards, Thai Vang

The Media Guru Answers(Thursday, August 19, 1999 ):
A general explanation of SQAD's model is available from SQAD. They will give you the same information they would give the Guru. But the essence is manipulating actual buying data in real situations, provided confidentially by actual media buyers.

GRP's and reach do not have any standard realtionship, except within given media and population parameters. You are writing from Viet Nam, where Televison audience cume patterns are likely to be quite different than in the U.S. Even within the U.S., Hispanic TV reach curves are very, very differerent than the General Market TV reach curves.

The way to build a model, to oversimplify, is to collect a great number of actual reaches of real schedules, and then plot their frequency against reach in a regresssion analysis, which gives you the formula for the "curve." Frequency is plotted, rather than reach, because frequency is a straight line while reach is a curve. The curve formula then allows you to create a model with a reach solution for any GRP input. The more variables you use to build different curves, the more sophisticated your model can be.


Friday, August 13, 1999 #2714
I currently sell screen printing, p.o.s. signage, fabricated plastic and Sheetmetal. I have been concentrating on the point of purchase display Industry as it is what my background is in and my companies have a lot of Experience with point of purchase houses. Recently I have been knocking on The doors of advertising agencies. Should I be asking for the media buyer When calling or should I be asking for someone else. I know ad agencies Come across all types of promotion opportunities and I know I can help

The Media Guru Answers(Friday, August 13, 1999 ):
It would be exceedingly rare for Media Planners to be invloved in POS materials. It's somewhat rare for agencies, except in the creative end. If you talk to agencies, see Print Producers, or Account execs. Some agencies may have a promotions department who deal with what you are selling.


Wednesday, June 09, 1999 #2563
What are the best buying and selling tools available to media buyers and sellers? How much do the systems cost and how easy are they to implement?

The Media Guru Answers(Thursday, June 10, 1999 ):
Click here to see past Guru responses about selling and buying software.


Saturday, March 13, 1999 #2388
Dear Guru: My company has recently launched our web-site and I need to format a site demo, I am wonrdering what length of demo it should be? with reel audio? or? and if there is any research on site demos. We are a niche business in the new home construction arena and are ahead (so far) of the competition, so I have nothing to compare with? What an opportunity! Thanks Kellee

The Media Guru Answers(Sunday, March 14, 1999 ):
What would be the application of a "site demo?" Is this something to use to sell ads on your site to advertisers or media buyers? Is it a brief site overview shown on the site to encourage full exploration by visitors?

In either case, brevity is better, though in the former, if you are presenting on your own computer, five minutes might be tolerable, in the latter, probably only 30 seconds of attention is feasible on the web itself.

Your question about "Real Audio" seem to imply you mean to offer this demo on the web site. And Real Audio can delay loading and display as well as being uneven or unusable for visitors who don't have pretty good equipment and connections. The Guru would imagine that your vistors, interested in home contruction, are not as likely to have fast links and higher level equipment as are people in the ad or computer industries, for example.

But the Guru isn't really sure what you have in mind, and why a home construction business needs a site demo.

The best source for web research is C.A.S.I.E. (The Coalition for Advertising Supported Interactive Entertainment), and the Advertising Research Foundation InfoCenter is good, too.


Friday, February 12, 1999 #2329
I am trying to find information pertaining to cost per click through ad rates on the internet. Do you have any information pertaining to average cost? As well as CPM's on the web. The Research Monitor section of your website provides Pricing Web Site Advertising (The media buyers View) white paper, but it is dated a few years back. Is it still relevant? Thanking you in advance.

The Media Guru Answers(Saturday, February 13, 1999 ):
The excellent compilation of internet news and research at NUA includes price data.

The pricing article's theories and concepts are still relevant, though specific prices mentioned may be out of date.


Friday, February 05, 1999 #2311
What would be the best steps to take in getting an in-house produced commercial for a website on spot/cable tv? Agency, media buyer, direct with the station, something else? Thanks. Oliver Willis

The Media Guru Answers(Friday, February 05, 1999 ):
Righly or wrongly, you have already produced the commercial and decided on which media to use, so you have little use for agency services.

A media buyer can help you choose the best media outlets and programs and negotiate price better than your in-house people are likely to.

In the unlikely event that you are so narrowly focused that you will only ever place the commercial on one local cable system, then in-house may be adequate.


Monday, December 14, 1998 #2219
Dear Guru, How would you define the role of a media buyer? And what would you say are their principal tools and techniques?

Have you any suggestions as to where I can obtain information on media buying from a complete novice angle? How closely are media planners and buyers related if at all?

The Media Guru Answers(Saturday, December 19, 1998 ):
Generally, a media buyer's role is to negotiate the purchase of broadcast time or print space in accordance with the goals established in the media plan. More often, people with the buyer's job are broadcast specialists and print is often negotiated by the planners. There are more and more print specialists. This differs from country to country and according to agency size. Smaller agencies in the U.S., for example, often use planner / buyers.

Tools are the research to evaluate the value and appropriateness to fulfilling goals of the media possibilities. The techniques use various calculations and evaluative processes to compare media and negotiating techniques applicable to any form of negotiation.

The media planner's job is to determine which media will meet the advertising goals of an advertiser, within stated marketing and creative parameters. This means selecting media, designating vehicles within the media, determining levels of media to use and timing.

For the basics, try one of the media planning texts from Amazon .com in the AMIC Bookstore.


Wednesday, October 21, 1998 #2105
Dear Guru, Can you recommend good sources for learning more about banner media advertising. I'm looking for sources that explain the media concepts/terms related to web media buying (page views, CPC, CPM, impressions and that will educate on how to make the most of web banner campaigns. Please help!!! Thanks, Kathleen

The Media Guru Answers(Wednesday, October 21, 1998 ):
See the Guru's web glossary, AMIC's publisher's article, Pricing Web Site Advertising; A media buyer's View

several of the Guru's friends' Think Pieces,

and check the books in the AMIC Bookstore (in association with Amazon.com) on the "internet" shelf.


Thursday, June 25, 1998 #1921
What is your opinion regarding the future trend of local content sites (sites that specifically target the local community)? Is there a potential market for this area? If so, will large companies advertise on such sites given the fact that traffic will be less? Also, can you recommend an approach to acquiring sponsorships for such a site? Are there any specific criteria that media buyers look for in local content sites?

The Media Guru Answers(Friday, June 26, 1998 ):
Major markets, like New York, LA, etc., can surely amass enough audience to support a local content site. Such sites also exist for smaller markets, such as Charleston, SC. Often local content sites are maintained by newspapers wich are concerned about losing local advertisng revenue to the net.

Logically, media buyers will consider local content sites when selecting on behalf of a locally oriented advertiser, i.e. one who particularly wants visitors from a particular location or those who have an interest in a locale. Under these circumstances, fewer visitors who are more likely to be prime prospects for specific retailers, travel options, local festivals or entertainment are more valuable.


Friday, December 12, 1997 #1475
Dear Media Guru: This query addresses: How are advertising agencies generally organized? and How do I determine the proper person to present a proposal for a media buy? I work for a five-year-old minor league baseball team that has, until now, concentrated its efforts in selling advertising upon local businesses. However, we are the top entertainment attraction in our region, and we feel our market size combined with our reach and influence in the market should warrant our attracting some business from regional and national advertisers. Our availabilities include print, radio, billboard, and promotions. What would you suggest is the best strategy for approaching regional/national advertising agencies regarding the opportunities we have available? Should we work to contact the people in each agency who are responsible for making buying decisions for each individual client? Or would establishing a relationship with those individuals who are familiar with buying our market on behalf of many different clients be more productive in the long run? Thank you in advance for your assistance.

The Media Guru Answers(Friday, December 12, 1997 ):
Agencies generally have a media department or at least a Media Director / media buyer who is responsible for evaluating a media proposal. If an agency is so small it doesn't have any media titles, the acount executive for a given advertiser would be the appropriate person.

Be sure to do your homework and be ready to talk about which clients at the agency wold benefit from your proposal and why. It is generally annoying to agency people to have a media seller show up with a non-specific proposal and ask "which of your clients would want this?"


Monday, March 10, 1997 #1307
What source are interactive media buyers turning to to make purchase decisions?

The Media Guru Answers(Thursday, April 24, 1997 ):
PC-Meter is one syndicated source of web site audiences. Services like Focalink compile content analysis plus audience data into a useful planning tool.


Monday, December 16, 1996 #1099
Media Guru,I would like to know if there is a directory that listsall the internal Web media buyers for the various top 100 advertisingagencies. If there isn't such a directory or listingcan you point me to where I might find such information.I've tried contacting ad ad agencies, but with all theirdifferent divisions nobody seems to know who handles thesefunctions.

The Media Guru Answers(Thursday, December 19, 1996 ):
Not all agencies have designated a single person for this function, and some agencies far outside the top 100 overall might be in the top 100 of internet buyers. (BTW, the Guru does not think there are directories exactly as you describe for most of the "traditional" media either.

You could start with AMIC's listing of Internet Advertising Agencies


Monday, November 18, 1996 #1106
Oh great media guru, I feel as if I have been thrown into an impossible situation. We're a start-up internet company and I think I'm in over my head. I am not experienced in the advertising industry and yet I am supposed to create and execute an advertising campaign with a $300,000 budget. The partner who has given me this task wants to advertise in at least two cities and in at least 7 different mediums. My first question is... Is this a rational task for an inexperienced person? When I call the reps for TV stations and radio stations I feel like I should REALLY be working with a consultant to point me in the right direction and to make sure I don't get ripped off. Any advice? I need to find a place where I can estimate costs. Is there any source where I can find rate estimates. Do you know of anywhere where I can find general rates for multiple mediums? Or maybe a directory that would give me phone #rs to call. For example, how do you find info. on freeway billboard advertising in different cities? Are there media buying consultants that work on a flat-rate basis that can help me? (I don't want any commissions to get in the way of prudent spending....dazed and confused

The Media Guru Answers(Tuesday, November 19, 1996 ):
Yes, there are media consultants will work for flat rates (pure "media buyers" are more often paid on commission.)

The Guru does not believe that commission should necessarily be assumed to cloud buyers' judgement, as "buying on the spread" might.

The Guru will send you a private message with references to a media consultant.


Sunday, October 20, 1996 #1123
What is your take on the Audits & Survey challenge to MRI and SMRB for use among media buyers.

The Media Guru Answers(Monday, October 21, 1996 ):
The Guru believes the challenge is -- first -- about use amongMedia Researchers. Buyers typically will use what the agencyprovides and "blesses" without much question.

The focus of the A&S study, as the Guru understands it, is on "Primary" (subscriber household) readers, on the theory that this is the more stable audience, and will lessen study to study audience size "bounce" for mid size publications, which can sometimes vary greatly between waves of MRI or Simmons. It remains to be seen if this will be the case. There are several other technical differences.

But, practically, for media buyers, comparing to Simmons or MRI, the missing elements would be brand data -- A&S has said it will report categories only -- and lack of reporting on any package goods categories.

Obviously, buyers working on General Foods will view this differently than those assigned to General Motors orGeneral Electric.


Sunday, September 01, 1996 #1154
I've got 22 email newsletter titles, which I launched about two months ago. And subscriptions are coming-in thick-and-fast -- up to 150 per day. Each of the newsletters announce Web sites relevant to a particular topic. To-date, I've been trading 200 word sponsors' announcements in exchange for banner advertising on other sites. However, I'm now starting to get enquiries re. paid sponsors' announcements.

Can you specify a typical range of prices (eg. price per 1,000 readers) for sponsors announcements in email newsletters? -- bearing in mind that my sponsors are permitted a description of up to 200 words and our 22 newsletter categories allow pretty good audience targeting.

The Media Guru Answers(Monday, September 02, 1996 ):
There is not any e-mail newsletter standard pricing as yet. Assuming that your subscribers have all requested subscriptions, and the soel purpose of the newsletters is to announce sites in which the would be interested, then the value is probably comparable to web banner advertising.

The Guru compares this to outdoor billboards at about $5 per thousand. Others compare it to vertical magazines at $70-$100. But those magazine situations are full-page, detailed message ads, not road signs, like web bannners,See Pricing Web Site Advertising; A media buyer's View ,here at AMIC


Tuesday, July 30, 1996 #1173
I am in the process of setting up a Web Wrepping business in New Zealand. I am have been reading about varioyus different pricing models for on line media - what in your view is the the way to go? - also, I am planning a trip to California and want to visit some companies specialising in Internet Media (such as Web Rep). Do you recommend any others?

The Media Guru Answers(Wednesday, July 31, 1996 ):
If you've read about the models the Guru frequently cites, the Modem Media Model, the alternate "media buyer's View" by Abbott Wool posted here at AMIC, and Ad Age's coverage of "click-through" based pricing, you're pretty well read. It's time to think about what your prospect might accept.

WWWebrep is a good starting point.The Guru recommend finding others through search engines -- it's sort of a test -- if a web rep isn't readily findable though search engines, it raises doubts, doesn't it?


Thursday, June 27, 1996 #1188
Is there an established formula for setting rates for non-url linked advertising on web pages (i.e. display only advertising with no links to other sites)?

The Media Guru Answers(Thursday, June 27, 1996 ):
Nothing "established," but there are some good insights at the following sites:San Jose Mercury News' "Advertising on the World Wide Web With Mercury Center"Newspaper Advertising Association: Tracking Audience on the Web, by Jim ConnaghanAMIC Research Monitor: Pricing Web Site Advertising, A media buyers View by Abbott Wool


Thursday, May 02, 1996 #1229
I am looking for the most efficient and wide-spred meansof reaching media buyers regarding available banner spaceon some of our prominent web sites. Is there a comprehensiveindex or posting service that will give me access to the big guns ?

The Media Guru Answers(Friday, May 03, 1996 ):
You probably want to reach people with planner titles, rather than buyers. In most cases planners will be making the decision on whether to include web media and which to use.

If you are not restricting yourself to those already known to be using the web, then the two trade journals for the media segment of the ad business could be your best bet: Inside Media or MediaWeek(212) 536-5336. You can use them as advertising vehicles or sources of media planner lists. The Standard Directory of Advertising Agencies could also generate a mailing list of persons with media titles listed in the Agency "Redbook."


Tuesday, April 30, 1996 #1233
please discuss the cost evaluation process for advertising on the web. IE. Yahoo, aol, prodigy. What is the basis for comparison and unit of measure for cost evaluation. thanks

The Media Guru Answers(Tuesday, April 30, 1996 ):
Rreview the Guru archives by topic, Web Advertising.There is also an excellent, more extensive pricing analysis article here at AMIC, PRICING WEB SITE ADVERTISING;THE media buyerS' VIEW

Current trade press coverage is featuring P&G's demand that pricing be based on "clicks" of banner ads rather than just page views. The Guru sees a parallel to "per inquiry" advertising. Websites could and should charge far higher rates for clicks on ads than for accesses. The advertiser, of course shares responsibility for the drawing power of the banner in attracting clicks.

To compare to print or tv, the medium's job is to bring a viewer / reader to the ad. The pay-by-the-click approach is comparable to paying for a magazine only if someone circles your key number on the reader response card. It's a feasible approach, but likely to be costly.


Friday, January 26, 1996 #1773
Query:Are there any big media buyers wich are not one of the big add agency? a company that can be the best place to demonstrate my new product to the widest range of potential clients?

The Media Guru Answers(Friday, February 02, 1996 ):
Many of the biggest media buying organizations are not connected to advertising agencies.

These include SFM, TBS, Creative Media, Vitt Media International, and others. There is a section in the Standard Directory of Advertising Agencies ("The Redbook") for media services.


Thursday, January 25, 1996 #1775
Are there any big media buyers which are not one of the big add agencies? A company that can be the best place to demonstrate my new product to the widest range of potential clients?

The Media Guru Answers(Friday, February 02, 1996 ):
Many of the biggest media buying organizations are not connected to advertising agencies.

These include SFM, TBS, Creative Media, Vitt Media International, and others. There is a section in the Standard Directory of Advertising Agencies ("The Redbook") for media services.


Friday, January 12, 1996 #1786
Internet Web Advertising Rates for banner sponsorships have no pricing model standards. Gateway properties (Excite/Lycos/Netscape/Yahoo) with untargeted audiences base their rates on CPM ranges of 20-50. I need to evaluate prices on regionally focused web sites: untargeted & targeted non-search engine properties. Can you lend any assistance?

The Media Guru Answers(Friday, February 02, 1996 ):
CPMs of $20-50 for unselective audiences seem high. Some thoughts on web site banner cpm are offered in PRICING WEB SITE ADVERTISING: The media buyers' View



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