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The Three Ingredients of a Good Media Buyer |
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By anchorstl on
10/30/2006
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I was asked the other day to what I felt were the most important attributes of a good media buyer. Like many other professions, a college degree was not on the intitial list. My answer was simple:
1. You must have knowledge.
Now, I realize that knowledge can and does come from college media and marketing classes. However, I attest to the fact that true industry KNOWLEDGE can only come from first hand experience in the trenches. I believe that someone should spend at least 2 to 5 years as a media buying assistant, before they should assume the title of Media buyer.< ...
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email = FREEmail |
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By anchorstl on
10/12/2006
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It amazes me every time I sit down with a client and they tell me that they have not yet begun collecting email addresses from they're customers. The thought of emailing, whether, just to stay in contact and remind the consumer that they are there or to send out special offers with link backs to the companies website or designated landing page just seems to scare them a bit.
I for one don't believe that email will be free forever. Someday, I imagine someone will come up with a digital postage stamp and change everything. But for now, email is a great way to stay in constant contact with satisfied customers and generate sales or web traffic. Email can be a great PR tool too!
Email is trackable. Mere days after sending out an email campaign, we can tell our clients; how many were opened, how many were read and linked back to the landing page and even how long the customer spent in the clients website and what pages they went ...
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Less is Certainly More |
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By anchorstl on
7/14/2006
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A few years ago, Clear Channel Communications, launched a revolutionary radio initiative and changed the radio clock by offering advertisers a choice.
This choice was in spot length options.... For along time it was simple, you could only buy :60's or :10's on FM stations and :30's on some AM News Talk Stations. Agencies like ours discovered the effectiveness of :30's years ago on these Newstalkers like KMOX in St. Louis and WGN in Chicago. However, most national agencies still rely solely on :60 ads. just like they rely only on the "standard" size of outdoor signs 14'x48'.
Clear Channel's "Less is More" was a bold move in the face of the norm by introducing a choice between :60's, :30's, :15's, :10's and 05's with a fair pricing structure. Bad for the large agencies with established habits, good for small advertisers and younger agencies with smaller budgets.
We ...
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Good reps leaving the industry |
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By anchorstl on
7/13/2006
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Once and a while the ad industry in St. Louis is damaged. Hurt by the loss of a great media sales rep. This happens for a whole lot of reasons. Too often it is because of the pressure and the lack of good compensation. When my father was a rep, he knew his product inside and out and could sell it to anyone. He was paid hansomely for it. Until the new model of "more reps, less experience, same small market and compete with your own company" was established.
Well I have gotten off on a political tangent that I need not address further. My point here is to vent that one of our best reps: Marielly Galan from KSD 03.7 the Bull, a Clear Channel Station, has decided to leave the industry to go into pharmacuticals. This is a loss to all who don't have a medical degree. Marielly, We will miss ya.
TJ
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