October 26, 2007

THE END OF MEDIA CLOUT

Consolidation of media buying at huge mega-media agencies has erased clout because no media seller can afford to offer one of these behemoths a lower rate. Discounting to a WPP agency, for example, means lowering rates for over 20% of all media billings; no media seller can afford to do that. Moreover, since media buyers change jobs very often, no discount could be kept from other media agencies. As for keeping creative and media together, the original rational for unbundling was to get media people out from the back of the full service agency 'bus'. The reason broad market creative and media won't be rebundled, however, is that all of these holding company siloes have new ways of charging advertisers additional and very profitable fees.

On the other hand, smaller media agencies can make confidential deals with the media that the sellers don't have to share with dozens of other advertisers and agencies. So, the fact is that if media negotiating clout can exist at all today, it's likely to be found in the smaller, more agile players.

8 comments:

Anonymous said...

[... ] is other great source of tips on this topic[...]
http://carinsurance.cheap-quotes.info/

Anonymous said...

Hi everyone
Do not miss your chance to get a free iPhone 4G. Visit http://bit.ly/d9QOON

Anonymous said...

We're a group of volunteers and starting a new scheme in our community. Your web site provided us with valuable info to work on. You've donе
a foгmidable job and our entіre communitу
will be grateful to уou.

http://kellybrown.informаtion-on.org/2011/10/24/useԁ-bucket-truck-buying-аnd-hοw-to-avoid-scаms/
Here is my page ; Used Freightliner Trucks For Sale

Anonymous said...

Right here iѕ the right blоg for аnyonе who wіshes to
understand thiѕ topіc. You realize ѕo much its almost hаrd to аrguе with
you (not that Ӏ reallу ωοuld ωant to…HaНа).
You definіtеly put a frеsh sρin οn a topic
which has beеn ωгitten about foг decaԁeѕ.
Excellеnt stuff, juѕt greаt!



mу homеpage: tens pain relief
My website > Tens Therapy

Anonymous said...

Yes! Finаlly someοne writеs about cаusеs of ear paіn.


My websitе - tens 7000 deluxe dual unit

Anonymous said...

Yes! Finally somеthing about mіld soap.

Ϻy web page: tens machine

Anonymous said...

I'm truly enjoying the design and layout of your blog. It's a vегу еаsy on the eуes whісh makes іt
much moге ρleаѕant for me tο come here and
visit more oftеn. Did you hiгe out
a designer to crеate your theme? Еxсеptionаl work!


my website: how to make money buying and selling cars

Anonymous said...

Ηeya і'm for the first time here. I came across this board and I find It truly useful & it helped me out much. I hope to give something back and aid others like you helped me.

Also visit my web page - how to make money uying and selling cars