Based on my vast experience as a Media Planner and Media Buyer, I was recently asked: "How has Television Media Buying changed during your long media career?"
First a bit about my background: My TV experience spans 30 years in all forms of Television Media Buying – from network broadcast, national cable, television syndication, local spot market TV and Cable to Direct Response Television DR TV and everything in between.
Well, it’s a big subject but I’ll try to hit the high points of how changes in Media Buying for TV might affect the business owner.
There is no question that the Television market has been fragmented by the growth of strong Cable Networks, Television Syndication and the Internet. In years gone by, most of the mass broadcast audience could be reached by the major television networks. That’s just not the case today.
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The Media Mix had a call this morning from a gentleman name DJ. He’s located in a small town in Alabama. He was on our website www.themediamix.com and wanted to talk with me. He said he might want to buy air time on NBC and could I tell him 5 – 10 steps about how to go about buying TV media himself.
I told him that for local media, he could call a station or cable network directly and ask for the Sales Department. They would assign an Account Executive who would be glad to come out and get him set up with media time.