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Guru Search Results: 9 matches were found

Tuesday, February 05, 2002 #5055
Mr. Guru, I have a client who is considering using a media barter service. Generally speaking, what are the pros and cons to using a media bartering company? Do they tend to provide good media value? Do they buy what they say they will buy? What's your take on them? Thanks!

The Media Guru Answers(Tuesday, February 05, 2002 ):
Value, generally not. Buying what's promised varies. Click here to see the Guru's discussion of barter.

Friday, October 12, 2001 #4787
I was reading through and saw a note saying "due to no barter in the mix, there are no current national ratings for X syndicated show". What does this mean?

The Media Guru Answers(Monday, October 15, 2001 ):
Without seeing the specific article, the Guru offers the following:

There are two principal syndication scenarios.

  • barter Syndication, in which the syndicator sells some 'national advertising' spots to be carried in the program wherever it clears. The the syndicator offers the program to local station with these spots built in and some other advertising time reservered for the station to sell locally.

    Because there has been national advertising sales in this process, the syndicator will arrange that there is national ratings measurement by Nielsen.

  • In the second scenario, the program is simply sold to staions with no natioanl advertising, for the stations to sell locally only. National ratings are not needed in this process, and not relevant in advertising terms.

Friday, October 05, 2001 #4757
I am looking for a few pros' and con's of trading services for air time, both tv and radio,where can I find this info?

The Media Guru Answers(Monday, October 08, 2001 ):
It's a simple financial analysis. First you must know what the airtime would cost you in cash. Then if you can get airtime in exchange goods that cost you less than this cash value you're ahead.

barter deals usually do not stand up to this analysis.

Monday, March 05, 2001 #4231
I would like to know about bartering for media services. As a media planner, what do I need to know about barter deals? What are the benefits/pitfalls for an advertising agency that is bartering with a corporate client? What kind of commissions/fees are typically involved in these type of transactions?, etc. Thanks!

The Media Guru Answers(Monday, March 05, 2001 ):
Click here to see past Guru responses about barter

Friday, February 02, 2001 #4154
Could you tell me exactly what a media barter service is? Do you know the names of any of these services / companies? Thank you

The Media Guru Answers(Saturday, February 03, 2001 ):
A media barter service essentially turns your goods and service into media time and space. It's a financial solution, not a media solution: Inventory in your warehouse is turned into an asset on your books. The downside is that your product is converted to a credit which you are then allowed to use to buy media through the barter service. Often, you can only use your credit for a portion of the buy and must pay cash for the rest. Often the cash portion is equivalent to the full price you could have negotiated for the same media without barter. Thus, there is may be an illusory or bookkeeping-only benefit.

Click here to see past Guru responses about media barter .

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.

Thursday, February 17, 2000 #3223
I am looking for information concerning the historical and current ad time slot invetory held by radio, TV, cable and how that is sold - rate card, barter, etc.

The Media Guru Answers(Sunday, February 27, 2000 ):
The Guru has only seen anecdotal information on this in trade publications like Ad Age. The media themsleves would rather not discuss it. Perhaps a barter company would have information.

Wednesday, October 20, 1999 #2891
Dear Media Guru, I am looking for a source for companies that do media bartering. About 8-10 years ago, we used a company in New York for a client to barter their ad space, primarily in broadcast. Is this still done? And where would I find information on it? Thanks.

The Media Guru Answers(Wednesday, October 20, 1999 ):
One of these companies is Active International

Wednesday, May 20, 1998 #1599
Dear Media Guru, I am developing and producing a short radio feature for barter syndication. On what basis do syndicators typically set their ad rates? I realize that the rates may be highly negotiable but are there any common formulas (based on CPM, CPP or some other data) used by syndicators to arrive at an "asking price"? Also, can you recommend any resources helpful in developing and marketing syndicated radio programming? Thanks for your help.

The Media Guru Answers(Wednesday, May 20, 1998 ):
Some of the issues in syndicated programming pricing are:
  • CPM or CPP better than spot radio pricing for similar audience size
  • Possible premium for an attractive program environment.
  • %U.S. coverage

There are numerous radio syndication companies, handling everything from Rush Limbaugh to obscure musical formats. One good way to solicit response from -- or tips about -- the right resource would be to post a message about your program to the "Radio Media" discussion list. Send your request to join the discussion to