Telmar.com Telmar.com eTelmar.net Home Page The Advertising Media Internet Center

Telmar Home Page Telmar.com

 

Media Guru

Guru Search Results: 9 matches were found

Monday, June 24, 2002 #5374
I would like to know if there is a company that sell "last minute" adv spaces with a big discount...for example, adv on a news the day before with -80% of the price...and if the company have an url. Thank you.

The Media Guru Answers(Sunday, June 30, 2002 ):
remnant sales are more common in print. Click here to see past Guru responses about remenant sales

Sales such as you describe, 80% off in tv news are unlikely. Before giving it away at such prices, broadcasters are more likely to use unsold time as bonus or makegood for regular advertisers. There is the possibility of advising broadcaseter that you will take any unsold time at last minute rates, but this system only works if you obligate yourself to take whatever is offered.


Wednesday, June 19, 2002 #5365
Dear Guru: Thanks to you, our media plans have become even the more focused and precise. For one particular client, we have utilized Syndicated Television and remnant print within the United States. Our planning has brought a 600% increase in sales over an 8 month period. Being an international client, they now want us to take over the International Advertising. How do we buy in International markets? We've been mixing the TV with :10 Syndicated programming to increase frequency. Does this "wealth" of an inexpensive advertising method exist outside of the US? How are rating points calculated in Europe, Mexico, Canada? Who do I contact in Europe, Mexico, Canada to air my spots? Do they air "Everybody Loves Raymond", "Friends" and "Drew Carey"? How would I monitor delivery? Any unique advertising advice for the creative spots? Thank you Guru.

The Media Guru Answers(Saturday, June 22, 2002 ):
Thank you for the acknowledgement.

For Mexico, start with Televisa. For Canada, start with CBC. Europe is a mass of separate national markets, without consistency in programs available or sales practices.

Consider using a multinational media service like Carat.


Wednesday, April 17, 2002 #5227
I know there's a company that places newspaper ads for remnant/standby rates - I lost their name/etc. Can you help?

The Media Guru Answers(Saturday, April 20, 2002 ):
Try US Newspapers


Monday, February 04, 2002 #5048
I want to learn more about buying national remnant ad space. Can you provide information and a resource?

The Media Guru Answers(Tuesday, February 05, 2002 ):
The nature of remnant ad space is that it does not become "remnant" until a normal closing date has passed. Therefore, the only reliable method is to advise the medium directly that you stand ready to take remnant space off their hands.


Friday, December 04, 1998 #2202
Hello Guru, Hello Guru. Generally speaking, what percent of magazine ad space remains unsold inventory that is then offered as remnant space? What kind of advertisers typically are most interested in buying ANY remnant space available, e.g. large clients vs. small, in-house agency vs. outside agency, certain industries? Thanks very much.

The Media Guru Answers(Friday, December 04, 1998 ):
The Guru is certain there is no "general rule." Unlike broadcast media, where time inventory is fixed and disappears if not sold promptly, space inventory only becomes "remnant" for a few reasons:

-An advertiser cancels well after the issue closing

-An advertiser runs less than nationally leaving a piece of geographic circulation to sell.

-An odd ad size leaves odd space and (not likely) no editorial content can be found to fill it.

-A gross overestimate of paper requirements for an issue may create the possibility of expensive waste.

Magazines "budget" editorial content around the amount of ad space sold, which pays for the carriage of the editorial matter. So there is usually some extra material available to fill odd space.

At a guess, the Guru imagines a magazine will experience remnant space in perhaps one issue out of four. This is more likley to be some odd geographic bit of circulation than a full national page. So if one assumes that a magazine has a half page available in one issue out of four and that an issue has an average of 50 pages of advertising, that's one quarter of one percent unsold inventory.


Thursday, December 03, 1998 #2197
Do you know of any third party services that identify remnant (last minute) print ad space opportunities for advertisers? What are their names and how do they work? I know your practice is to offer a web based service but I truly would appreciate a brief phone call at 215-(deleted).

The Media Guru Answers(Thursday, December 03, 1998 ):
The Guru is not aware of any such services. Magazines generally seem to prefer to offer such remnants to current advertisers first, and often to other advertisers who initiate contact and offer to take any remnant space at any time.

The Guru never phones query submitters. The only direct, person-to-person contact is by email and that is only in cases where the Guru needs a clarification of some aspect of the query, or to reject queries not within the Guru's media-only scope.


Wednesday, September 16, 1998 #2046
Do you know of a company that brokers remanant radio time? We currently buy print advertising through two different remnant brokers, but have not found the same for radio. We need very competitive, DR rates. I'm concerned that just letting reps know of our interest will not generate enough inventory. Thanks.

The Media Guru Answers(Tuesday, September 22, 1998 ):
The Guru is not aware of any such brokers. In radio, the standard rep contract gives the rep a commission on any sales through any other rep, so this sort of brokering would not be financially feasible. The regular reps, however, may be a source for you.

The nature of broadcast "mechandise" which is perishable makes the situation quite different than print where last minute cancellations or less-than-national buys create space that will carry a cost unless sold. Often, broadcasters will give away unsold time as bonuses to paying advertisers.

There has been a history of buyers who are open to remnant time making themselves known to radio networks as ready to buy any remnants. The same technique might work with spot if you can identify enough stations that you are willing to buy on this basis.


Friday, July 17, 1998 #1961
Can you offer me advice on how to buy remnant advertising on network and local radio? Are there any books that describe this procedure or other media buying procedures that save money? Thanks for your help.

The Media Guru Answers(Friday, July 17, 1998 ):
The simplest answer, a method followed by successful remnant buyers, is just to make yourself known to the media of interest to you. Make them understand you will take any unsold time or last minute cancellations off their hands at an agreed price or discount level. Being prepared to take any is the way to assure they come to you.

The Guru can't recommend any specific title for this question, but please take a look at the AMIC Bookstore .


Wednesday, December 27, 1995 #1804
what is the difference between general media and direct response television media? and would I ever recommend to my client DRTV as an inexpensive way of getting exposure?

The Media Guru Answers(Friday, February 02, 1996 ):
General TV and DRTV are different in the way they are purchased and in key aspects of the copy used. To qualify for DRTV, the copy usually must be selling something through an 800 telephone number. Mail is also possible, but the immediate nature of telephone response is preferable (900 number ads are typically under a different rate structure).

DRTV rates are usually based on half of the going rate for the time period. The concept of "going rate" is hard to pin down with any certainty, unless you are buying the same schedule at the same time as "general media." These half price schedules are typically in remnant time or relatively undesirable times late at night or early in the morning or weekends. They are also instantly preemptible. You can't rely on delivering a schedule of "50 GRP per week in prime and 75 GRP per week in early fringe" through DRTV.

General TV schedules are used to build awareness through planned levels of reach and frequency or timely impressions delivery during specific promitions or campaigns DRTV schedules are opportunistic buys, with each airing anticipated to generate a certain quata of responses for a product ready to sell at all times without specific timing issues.. DRTV advertisers often track resonse minute by minute to associate each call with the specific commercial airing responsible. This is in clear contrast with the awarenes building aspect of general media.

When your client measures "exposure" in reach or effective reach terms than DRTV is not an efficient way to get exposure. Those remnant timeslots are not reach builders.

A DRTV advertiser is generally selling something worth the investment in inbound telemarketing expenses for each 800 number order, and assuming a certain minimum of orders per airing. (You cant make money if a $5 an hour operator has to spend 10 minutes taking address, size, flavor and credit card info to sell a $2 item, unless you add $3 shipping and handling). This means it doesn't work for toothpaste, floor wax, soap or cookies, unless you're selling the $29 bag-o-groceries special.



Back