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SV: Re(2): Media Conglomerate Packages

Christian Wahls (christian_wahls@zenithmedia.se)
10/27/1999 4:59:00 PM 

Dear michael,

How can you be "forced" to buy a station that doesn't fit your
targetaudience when you are the client?

If the CPR on one station is low against your target audience and the CPR
for the other station is too high because doesn't fit the targetaudience,
how can they combine those two stations and give you a "overall attractive"
CPR within the target audience?

Best regards

Christian
Mediaplanner


> >>> Micheal Bispo  10/27 8:54 AM >>>
> My concern with consolodation is when we find ourselves in a "forced"
> package situation.  I've experienced this to a lesser degree with radio in
> that, let's say an owner has two stations in-market, one that fits my
> target profile and one that does not.  To get both stations on the buy,
> the rep would offer a "package" deal that would give an overall attractive
> CPR, but with a portion of the weight going to the less than desirable
> station.  Not wanting to spend money on a station that I feel does not
> either demographically or psychographically match my target profile, I
> would turn down the combo.  The result?  CPR penalties on the desired
> station cost.
>
> It can go both ways, in terms of also giving you exposure to a whole new
> group of people at a discounted rate.  However, I just would be pretty
> judgemental of the packaged stations to ensure they are there because they
> will benefit the client.  Not because they need to improve thier bottom
> line on an underperformer.
>
> Micheal Bispo
> Media Supervisor (yup, they promoted me)
> MaxxMedia Inc.
> Toronto, Ontario, Canada
>
>
> Visit http://www.amic.com, the hot site for media professionals.
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Visit http://www.amic.com, the hot site for media professionals.
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| To UNSUBSCRIBE from this list, send e-mail to: LISTSERV@AMIC.COM 
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| Problems? Contact the listowner mailto:awool@amic.com do NOT send
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