THE MEDIA MARKET
The media have been in a state of flux since the beginning of deregulation (when ownership rules were relaxed) and likely will continue. Many markets are now metered for daily household ratings in addition to the normal quarterly "sweeps." With meters, advertisers can track the audience daily; which allows the advertisers to become more responsive with their advertising. It is a necessity for all television advertisers to be able to utilize this information effectively.
In addition to the new rating services, there are many new station owners in both television and radio. New stations have also signed on in many markets The WB, UPN and PAX stations have been added to the mix. Low Power television stations are also a relatively new entity that provides options that should be considered. Cross-Ownership (NBC bought a third of PAXNET and Viacom/CBS bought UPN) has also added to the opportunity and confusion of television buying. Newspapers and cable companies are being absorbed by larger corporations and management is revolving with all of the change. With all of this, how does the advertiser know what (who) he is buying? What kind of creative packages are being developed to push one station versus another? How does the local buyer negotiate effectively, when he is unaware of all the changes?
The Radio market has also received an unsettling amount of change. It seems almost every station has changed owners, formats or management. Clear Channel owns over 1200 radio stations as well as several TV outlets. Infinity is another large group owner and is part of the Viacom/CBS package. In addition, many new stations and formats have gone "on-air". Howard Stern has come and gone...and is back on satellite. What has been tried and true is no longer. New owners, new formats, new rates, everyone claiming to be number one, how does one know what is good?
In the past, buying advertising was fairly simple and straightforward. There was one or two newspapers, a couple of television stations and radio. Now the choices are many. Multiple full power television stations, low-power stations, multiple cable head-ins, interconnects, direct mail, outdoor, point of purchase, a half dozen daily/weekly newspapers and an increasing number of radio stations. There is a lot of competition for your advertising dollars. The wrong choices are expensive and do not benefit your business. The right media plan will enhance the image of your business. It will increase your exposure to current and future clients. The right media plan is an investment in your future.
The proper research, placement and verification will save money. It will also help to effectively promote your business. DLF Media Consultants wants to help protect your advertising investment.
