Media Negotiator

Do You Know What You are REALLY Buying with Website Statistics?

Media Negotiator — Sat, 12 May 2012 14:11:17 +0000

If an advertising seller is trying to sell you the power of their website delivery, touting how many unique visitors and unique pages they serve up over a 30-day period, ask this question: “How many of those unique visitors are in the marketing area where my customers are?” If the media vendor cannot prove the statistics where all of the site’s visitors actually come from, you are probably paying a huge premium for visitors from other cities or states who will never be your customer. The answer to that one question alone will either get you the website delivery at a heavily discounted rate far below what they say is their best deal (if you really want to be on their website), or you’ll decide that you can spend your money elsewhere for a much greater return.

How to Grow Your Brand on Facebook

Media Negotiator — Mon, 07 May 2012 13:11:32 +0000

Facebook recently ran a month-long study that looked at more than 1,200 posts from 23 brands. Details are in this article from Ad Age DIGITAL. Click here.

Click-Through Rates May Matter Even Less Than We Thought

Media Negotiator — Wed, 25 Apr 2012 12:09:17 +0000

From Ad Age Digital, this may turn “click-through” on its ear. Read more here.

Is Your Radio Rep Telling You What’s REALLY Going On?

Media Negotiator — Sun, 22 Apr 2012 16:30:31 +0000

In this age of consolidation, many radio stations now run part or most of their programming on auto pilot. That means what sounds like LIVE has actually been prerecorded earlier. For example, what once took a disc-jockey 5 hours to complete a 5-hour air shift can now be done in about 25 minutes through computer merging. And this same disc-jockey can do 5 or more other radio stations in the same or other markets in the same 25 minutes for each of those stations. The cost savings are huge for broadcasters as you can see: 5 full-time people are replaced by 1 full-time person in this example. This can lead to ratings erosion and less audience. And if you have purchased remote broadcasts where the station comes LIVE to your place of business, in some instances, the “LIVE” remote breaks have been prerecorded earlier that day or the day before even though the radio personality may be at your place of business during the LIVE remote. Insist on LIVE breaks where you or a designate can talk on the air for 20 to 25 seconds about your business, and let the radio personality package it with his or her comments to get you the 60-seconds you deserve. Some stations will tell you that the breaks are only 30-seconds. Don’t settle for 30-seconds; that’s not a LIVE remote broadcast, and you shouldn’t pay for it. If it’s going to be done right where the radio station will benefit your business, all LIVE breaks from your business should be 60-seconds. Don’t let the station “short change” you on what you are entitled to receive. All business are trying to cut costs; we understand that. But don’t let them cut costs on YOUR dime. The cost to bring someone in to the station to run the board is 2 hours labor. If the station is too cheap to pay that and be a REAL radio station that motivates potential customers to come to your store, then you need to look for another station.

Look at the Ratings for Brand Perception

Media Negotiator — Fri, 20 Apr 2012 13:19:56 +0000

Brand Index is a site that tracks public perception of thousands of brands across the world each every day. If you ever wondered what causes ratings to rise and fall, and how brands recover, this site is for you. Click here to view.

The Drivers Behind 2011′s Most Successful Launches

Media Negotiator — Thu, 19 Apr 2012 13:11:13 +0000

From Marketing Daily, also talks about interesting trends. Click here.

Is It Over for the Yellow Pages?

Media Negotiator — Tue, 17 Apr 2012 02:51:22 +0000

Print media is becoming less relevant every day, and it’s no surprise that the on-line world continues to grow. If you are running a double-truck (2-page ad) or full page ad, we recommend putting those dollars in radio, especially on News/Talk formats, supported by on-line media. AT&T strikes a deal to sell its majority stake in Yellow Pages. Read details here.