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Media Guru

Guru Search Results: 24 matches were found

Friday, February 07, 2003 #5813
Dear Guru, I am currently working in the consulting business with focus in various industries from media, telecomms, resources, etc.; however, want to get out of this business and back into sales/marketing (where I belong--worked in telecomms/hotel/media) business, but now want to focus more on media. Interesting position I saw: Associate media director, that I know I can do, but need more training/etc. in Media biz. I'm doing an MBA, have approx. 8 years sales/consulting (International) experience. Where/What can I do to get good knowledge-base in Media that will get me in the door?

The Media Guru Answers(Saturday, February 08, 2003 ):
"Associate media director" is a position managing other media professionals, calling for experienced leadership, knowledge of the profession and ability to train younger professionals in the job. You need to get a couple of years at a lower media department level to turn your other experience into a background for this job.


Thursday, October 24, 2002 #5579
media director with a mid-sized agency that frequently competes with "the big dogs" wants opinion on pitching new business on "lower rates" ("We can negotiate 20% off rate card," "We have buying power," etc). Is this a losing argument given our smaller size and today's marketplace (media consolidation, etc.)? What would be a strong alternative pitch?

The Media Guru Answers(Sunday, October 27, 2002 ):
Buying simply by dollar clout is trumped by smarter buying: i.e. the right media for the right price.


Thursday, February 21, 2002 #5105
I am the media director in an agency that is 90% print. The presedent of the agency, (who knows little about media) has mentioned in meetings in front of me, my staff and the rest of the agency that media is like dinasour and is becoming exstinct. I am very offended by this. This morning she asked me to present in a dinasour costume. I have a broadcast background where bying TV and radio is a true skill, I realize that print is less technical and "anyone can do it". How do I respond to this? What trends should I be aware of to keep my department on top of their game and useful. I have a hard time addressing this with her because when she says it, I cannot remain composed.

The Media Guru Answers(Thursday, February 21, 2002 ):
1. Get into the spirit of things and tell your boss you'll present in a dinasaur costume if she'll wear her jackass costume.

2. In the Guru's opinion, print is more "technical" than broadcast. Extensive analysis of each environment (title) is typical and appropriate in ways that individual broadcast programs or stations are never analyzed in media plans. Reading and interpreting ABC or BPA statements should be more of a contribution than presenting R&Fs.

You should probably look more deeply into what the boss means about your department, is she just trying to get your goat? What kind of boss even keeps a department she truly finds useless?


Tuesday, February 19, 2002 #5095
Hi, Guru. I am media director at a very small agency but came from a mid-size media buying service that had all of the bells and whistles you need to plan, buy, etc. I don't have any of those things anymore. So, mostly I rely on the internet and data that I can gleam from reps. Other than reading your forum and reading various trades, what do you suggest is the best way for me to continue my education in the media world? I've been in the biz for 8 years, but I feel like our agency's lack of large budget clients is reducing my ability to plan and buy media effectively (particularly broadcast). I've become the Queen of local marketing, but feel that I've lost the edge when it comes to the "big stuff".

The Media Guru Answers(Tuesday, February 19, 2002 ):
There are texts, of course, but to stay current, read the trades and meet regularly with reps of various media to discuss what's happening.


Tuesday, September 18, 2001 #4722
Hi guru, I suddenly find myself in a position to free-lance in media planning and buying. I've been asked to provide a rate structure i.e., MY hourly rates for planning, buying, stewardship and attending client meetings (different rate levels are assumed for each of these tasks). Can you give me any guidance?

The Media Guru Answers(Wednesday, September 19, 2001 ):
This depends on what the traffic will bear and how much you contribute to the process or how well you present yourself. A person with 5 years of planner/buyer experience will command a different rate than a media director of 25+ years experience. Depending on the project and experience as well as all the above, rates from $25 to $200 per hour are conceivable.


Monday, June 18, 2001 #4497
which are the most important media planning specialists in the United States?

The Media Guru Answers(Tuesday, June 19, 2001 ):
The Guru doesn't know what makes a media planning specialist "important." The Standard Directories of Advertising Agencies and Advertisers ('The Redbook')

If it's published thinkers then you might mean people like AMIC's own Irwin Ephron and Abbott Wool.


Wednesday, January 17, 2001 #4105
Hello Guru, What is the total audience (universe)of media director/planners and buyers?

The Media Guru Answers(Wednesday, January 17, 2001 ):
One resource would be The Standard Directories of Advertising Agencies and Advertisers ('The Redbook').

The Guru's guess would be about 30,000 in the U.S.


Wednesday, December 06, 2000 #4019
Guru - what is "guerilla" media? I'm picturing a bunch reps wearing berets who are hiding out in the jungle planning revenge on media directors.Thanks

The Media Guru Answers(Wednesday, December 06, 2000 ):
"Guerrilla marketing" is basically a public relations technique, calling for researching the type of story that would really appeal to an editor and being a bit outrageous or off-the-wall in getting attention to the story to be placed.

Guerilla media might be a term for use of non-traditional media in unusaul ways, or it might be something else. Apparently it is a coinage by someone to sell something.


Friday, December 01, 2000 #4011
What's your opinion on the media planners workload these days. The reason I ask, my director just retired and stated he couldn't handle the increased media to analyse (ie, additional stations, more mags, internet, guerilla, etc.). Back in his day, he mainly evaluated 3 networks and a couple mags. I wonder if all media professional experience burn-out much quicker than ever before. Just wanted your thoughts.

The Media Guru Answers(Saturday, December 02, 2000 ):
Your media director must be even older than the Guru if he could get away with only thinking about 3 networks and 'a couple mags.'

The number of tv options may have burgeoned in the the past 30 years, but not the number of spot markets, not the number of magazines which might be considered for any one campaign. And in that same period computers have taken over the number crunching load. 30 years ago we didn't even have electronic calculators.


Thursday, June 22, 2000 #3570
Dear Guru, I'm the media director of a 3 person department with currently 8 accounts to handle and a ton of new business. Unfortunately, all three of us have traditional media backgrounds with virtually no online planning/buying experience. Up until now, our clients had no interest in advertising online. Now, many of our clients are requesting online media plans. Although we're trying to learn this new media as quickly as possible, we can not develop online plans quick enough nor can we go to our clients at this time with a true sense of expertise. Do you think at this point working with an independant online rep would be valuable. Any advice would be appreciated.

The Media Guru Answers(Sunday, June 25, 2000 ):
The Guru's perception of the "planning" services offered by online reps is that

  1. You are most likely to get proposed buys rather than proper plans
  2. The buys will probably only consider sites which are sold by the rep. This is not likely to have the best interests of your client at heart.


Monday, June 05, 2000 #3531
I am the media director at a small, full service ad agency. Most of our clients are b-to-b advertising in trade journals. More and more we are finding that clients and prospective clients want to bring their media placement in-house for the most part in order to keep the media commission themselves. How do we convey the value of having their ad agency handle the placement? We are running out of ideas!

The Media Guru Answers(Sunday, June 11, 2000 ):
At his most cynical, the Guru wonders how much value there is if you can't convey it.

Theoretically, you bring professional experience to the table which the client doesn't have on hand.

You should be able to say and to demonstrate that you get better rates, better positioning and better value-added. The only other benefit that occurs to the Guru is if the client needs to compare the cost of an on-staff media professional to the agency fees for that stand-alone servce.

And media commission compensates an agency for much more than media placement itself, unless there are specific itemized fees for placement versus agency creative and other services.


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


Wednesday, February 02, 2000 #3179
Hello Media Guru, I am searching the information about the media planning model worked out by Canadian media directors Council (CMDC). Please, can you tell me what is the heart of this method. I would be also very grateful for any references about this theme. Thank you in advance.

The Media Guru Answers(Wednesday, February 02, 2000 ):
The Guru's limited knowledge about this "model" includes these points:
  • It's not a media planning model, it's a reach and frequency model
  • It has not yet been released
  • When released, it is likely to be available only to Council members, and therefore not accesible for the Guru's evaluation.


Thursday, December 16, 1999 #3058
In India everybody seems to be hyping up the interactive medium, as THE future media vehicle to reach the upper class, literates. I am a practicing media director in an ad agency. Wondering whether in the near future, internet will become so important as a media vehicle. If so, I intend coming up to speed by learning more about the medium in question to enable me evaluate and recommend or otherwise, internet as a media option. What is your opinion?

The Media Guru Answers(Sunday, December 19, 1999 ):
The interent will always be a very fragmented medium, and reach will be slow to build. For example, see the Top 10 advertisers of the month list at Nielsen//Netratings.

Many believe internet use will not penetrate more than 60% of the poulation, but it will be skewed upscale.

It may never be the dominant medium, but any media professional today needs to be familiar with its capabilities and limits.


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.


Friday, August 06, 1999 #2695
can you give me some advice on makeing contact with ad agency media planners.I sell online ad inventory.

The Media Guru Answers(Sunday, August 08, 1999 ):
Advertise to media planners in MediaWeek, Standard Rate and Data Service (SRDS) or AMIC .

Otherwise, like any media salesman, build a target account list, find out what agency handles it and call to find the planner. It is annoying to busy planners to have sales men call to say "I'm selling "X," so which of your clients can uses it?"

If you think your offereing is of general interest, you might talk to media directors to arrange a departmental presentation.

Have good materials ready to mail to planners who have some interest. Planners are legitimatley too busy to sit down for a meeting with every salesman who wants to. They have to judge before meeting whether there is potential use for what you are selling in their media plans.


Monday, May 10, 1999 #2502
I've always looked at communication goals in terms of effective reach. Determining effective reach goals can be different agency to agency. That is fine. My issue has to do with combining broadcast media with print media. Can there be an effective reach goal when these media types are combined? In a discussion with my media director, they felt that there can only be a 1+ goal. That the concept of effective reach curves were developed on a broadcast model and that print cannot be combined. If not why? I would love your opinion and insight. Thanks.

The Media Guru Answers(Tuesday, May 11, 1999 ):
First, the 3+ concept goes back 115 years, to a researcher named Ebbinghaus, who found three repetitions of a series of nonsense syllables was needed for "learning" or memorization.

Combining media to achieve 3+ goals depends on a variety of philosophical judgements:

  • Is the message sufficiently similar, between broadcast and print, so that repeats of either count equally toward establishing the information in the consumer's mind? (unlikley)
  • Determining what level of reach should be achieved at 3+ and/or whether 3+, 4+ or another level should be set as "effective" usually depends on issues like the competitive pressure in the media used, clutter in the media selected, message complexity, category appeal, category novelty, etc. Many of these evaluations would have different results in different media.

It seems to the Guru that the issue is not whether to look at 1+ versus 3+ but whether to consider effectiveness medium-by-medium or in total.

The bottom line would depend on whether the communication focus is on the specific message, which leads to medium-by-medium evaluation, or more on brand or ad awareness, which leads to combined media evaluation.


Monday, May 10, 1999 #2501
I am a recruiter at a major ad agency in New York. Finding media professionals is definitely the most challenging type of recruitment I've done in six years, including sourcing Management Consultants. Are there any resources that you know of, like a directory of Media or Advertising Executives, that can be used? I'm not at liberty to use search firms (and pay their exorbitant fees all the time) and would like to try to save my employer some money by sourcing these folks directly. I frequently ask for referrals, but wonder if there is not a Register or Directory of some sort to utilize.

The Media Guru Answers(Monday, May 10, 1999 ):
You can post a media job opening (or use the Ad Jobs button on the AMIC home page).

The only listing of agency media executives of which the Guru is aware is the media directors listings in the The Standard Directory of Advertising Agencies and Advertisers.

You might consider establishing a web page within your agency's site that lists current openings and place banner ads linked to that page on sites, like AMIC, which draw a media executive audience.


Tuesday, June 02, 1998 #1881
I am looking for a range of CPMs for Internet advertising. My media director claims they fall between $5 and $30, I believe them to be slightly higher. She is also claiming that a huge number of advertisers are forcing sites, etc to sell by clickthrus, I don't buy in to that. Is there any place where I can get statistics on this?

The Media Guru Answers(Tuesday, June 02, 1998 ):
On the largest, general audience sites, for significant orders, $5 - $30 is a reasonable range. For smaller, but more targeted sites with specialized audiences, up to $80 or more is to be expected. Special positions, linking to search keywords, etc. can call for premium pricing over the site's base cpm.


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?"


Thursday, November 06, 1997 #1451
I am involved in an ad agency that is now ready to hire a media director/planner. One of he things we hear quite often in a market as small as ours is that many clients want to know what they get for giving up commissions they would not normally by dealing with media direct. Does the Guru have a list of keys benefits that can help clients see the value of moving from managing their media to using media professionals? This info will also help us select a suitable candidate for the position.

The Media Guru Answers(Saturday, November 22, 1997 ):
The media professional is a person who focuses on the right media for the right price.

On any given day, anyone might get a better price than anyone else for a specific media purchase, but not just anyone will select the best media to support creative, reach the right consumer or make the biggest impact.

Negotiating skills are a product of experience and focus, but they can be developed in fields other than media.

Media planning and management skills are about learning what tools exist and how to use them:

  • Audience research
  • product usage and other consumer segmentation research
  • media analysis tools
  • media predictive tools
  • and more that are not likely to be available or understood by other than an experienced media professional.


Saturday, April 26, 1997 #1328
As a small ad agency starting out, how would I handle the media buying end for my clients?

The Media Guru Answers(Sunday, April 27, 1997 ):
There are two simple ways:

1) hire a resonably experienced buyer with good knowledge of ratings services and stewardship systems (pre-buy/ post-buy/accounting). Then acquire the needed ratings services and stewardship sytems. Ideally, you should have a media planner as well, and this assumes you have someone in place in the financial end to handle the billing.

2) Contract with one of the numerous, a la carte media services, who have these people and systems in place and can provide just as much if the service as needed, probably averaging a fee of 5% of billings placed, though there is a wide range of compensation arrangements.

Though the second way is the most economical as a start up, you would do well to have an experienced planner on staff under either method, and a media director as soon as affordable.


Wednesday, March 20, 1996 #1258
I am trying to locate a magazine called "The Net." All I know about it is that it is published by Mindy Sadler (sp?) of San Francisco, and that it critiques ads on the web. I have checked media directories as well as directory assistance in San Francisco. Can you give me any information on this magazine, or suggestions on how I can track them down?

The Media Guru Answers(Friday, March 22, 1996 ):
The Net Magazine may be an on-line publication only, at The Net.

There is also "The Net" in New Zealand, and 134 total links to references to "The Net Magazine" that turn up by searching AltaVista.


Thursday, February 15, 1996 #1759
Can you give me a range of rates charged by senior media consultants- daily, hourly, longer term? The rate structure and rationale should be for someone with 20+ years experience as a media director at large and medium sized shops, but is now in business for themselves.Thank you.

The Media Guru Answers(Thursday, February 22, 1996 ):
There are many variables that enter into the determination of rates. These include:

* The presence of a retainer
* The guarantee of a significant number of hours
* The nature and value of the project - i.e., being asked to critique a 20 million dollar media plan vs. a small local market media buy

Rates can range from as low as $55 per hour to up to $300 per hour depending on a number of issues such as those described above.



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