Why Hire a Media Consultant?

In today’s uncertain economic environment, with tighter margins, declining budgets and shrinking staffs every decision seems deserving of more attention. At the same time there is an expanding number of media choices, increasing information streams and ways to define markets, further complicating matters and making risky ans costly decisions commonplace. In short, it is becoming more difficult to communicate effectively with consumers, sell brands, make money and monitor the results.

There are basically two ways a consultant can help…

The first is to save you money. Renegotiating contracts, reducing fees, evaluating media buys and audits to find media savings, benchmarking the personnel and systems resources that produce work are all activities that can save money by being more efficient. In each case it is easy to identify the dollar savings. We simply count the money saved.

The second way is to help you make money. This is more subtle. Improving a strategy, repositioning a brand communication within a competitive framework, performing a research and information audit to help develop a more effective plan with existing information, bringing the best practices of the industry to bear on current problems and offering workshops for management are all activities that can make more money by being more effective.

New metrics are now available to measure the results of strategic changes. Generally the stakes are higher in the strategic area because strategies affect sales and sales are on average twenty times higher than media spending and four hundred times media agency fees. The complete consultant delivers services that affect both earnings and savings and the metrics to monitor results. .

Media Directors Inc helps you navigate through the maze of new and traditional media and the web of agencies, companies and confusion that accompany them to help you make more money. MDI is an independent consulting firm serving advertisers, agencies, research companies and the media. Steve Fajen, a highly regarded agency media and management director founded the firm in 1996. This site explains the services offered, our credentials, clients and an archive of essays and presentations on a wide range of media issues.

If you wish to hire us, simply refer to the contact page at the end.