Basement Rates for Big Time Advertising

When it comes to advertising, the right marketing strategy often gets the best results. But let’s face it, cost matters too. The client wants the best value for the cheapest price.

Solution? The Media Buyer.

Media Buyer n : all-knowing print, radio, television, and outdoor guru oddly exhilarated by tracking the latest trends in web, bus stop, and bathroom stall advertising; often seen “out” sporting a calculator in front left pocket

A media buyer, scorned socially perhaps, is nevertheless your very best resource when you want to save on advertising.

Why? Relationships. The media buyer has an in with local media sales reps. Let me anticipate your next thought: “Okay – so I start buying lunch for the all the nice folks living under satellite towers.” If only all it took was a nice prime rib.

Unfortunately, the world of sales has a high turnover rate. And so as quickly as you’ve established a relationship – it’s over. It’s a lot like 6th grade dating relationships, where you pass notes in the hall and hold hands on the bus ride home. No, as grown ups it's more like a serious game of speed dating.

It’s a media buyer’s job to stay ahead of the game and know not only the new names and faces, but the ins and outs of the business as well. For instance, if a media buyer has been able to purchase a ½ page ad in the Sunday newspaper at one price for client A, you better believe they’re going to insist on the same price for client B.

And so although they can’t teleport or penetrate cement walls with their x-ray vision, a Media Buyer’s negotiating power is borderline superhuman. Not only will they commandeer a better price, they also know the capabilities of specific mediums. They’re the experts when it comes to knowing what YOU need to succeed.

Jaime Smith
Media Specialist
The Russo Group

Fatal Flaws

Let's just cut to the chase.

You're successful and you probably got there via one of two routes. You either started at the bottom of the corporate ladder (or pretty damn near) and through shear determination, skill, street smarts, a Brooks Brothers suit and maybe just a little bit of manipulation became Mr. Golden Boy /slash/ Company Man.


You parleyed a little capital, fired up the start-‘em-up machine with that "Big Idea" tucked neatly into your Dockers back pocket and beaucoup hours of sweat equity later--you're sitting pretty with a sweet IPO just right around the corner.

Fashion sensibilities or business attire aside, here's where we check the egos at the door. Your door, my door, it doesn't matter. What really matters is that we mutually respect each other. Yes, I know, that sounds all warm and fuzzy, touchy-feely, and so not "corporate."

But here's why:

You know how you made it to the top of the pyramid, and I'm sure that during our discovery meeting I'll hear all about it from one of your many underlings. And if you choose to listen, you'll hear fantastic tales of advertising daring-do from my side of the table.

We both got to our stations in life because we are both undeniably experts in our fields of discipline. Feel free to read that sentence again.

It’s my job, no, it is my passion to learn and comprehend everything there is to know about your company, your product or your service. That's how I discover the point of difference that can distance your cog over the other guy's sprocket. That's why, or more aptly, how, your coordinated mass media campaign will show a tidy little return on your investment.

It won't be because (FATAL FLAW ALERT) you insist that our team of experts take a certain approach because that's what worked for you or your product before. Or... (FATAL FLAW ALERT) your marketing director thinks that because your competitor is taking a certain tact or direction that we must follow suit because if it works for them, then consequently, it must work for us. Or... (FATAL FLAW ALERT) someone on your board of directors read on the Internet that print is dead. Hey, if you read it on the Internet then it must be true.

Get the idea?

Good. Because I could go on and on.

Seriously I could. The advertising graveyard is totally over-populated with the zombies of flawed decision making and micro-management.

Moral of the story--let the plumbers plumb, the bricklayers lay and the doctors doc.

You hired a trained professional--let the professional do his job.

Gary LoBue Jr / Art Director / The Russo Group