Canadian Magazine Industry News
5 June 2009, TORONTO
Notes from MagNet: What media buyers really want
- Avoid generic responses to RFPs. Media buyers and their clients are all looking for innovation and ideas, so fine-tune your pitches accordingly.
- At the same time, it`s not worth putting together "cold-call" proposals without contacting a planner first. "I get about 30 of these a day," Maurice said.
- If you want to get onto agency plans, get audited and get listed in CARD.
- Third-party research about your magazine has value; publisher-generated stuff carries no credibility.
- Seek out partnerships with other media to offer stronger packages. For example, regional publishers could team up with each other to offer a national buy.
- PMB data on an RFP response is filler; you`ve already jumped that hurdle.
- Agency clients are generally not well-educated about new media. "The number of conversations we have about what we`re going to do on Facebook is staggering," Hughes said.
- Agencies use ComScore Media Metrix as the primary measurement tool for online.
- Don`t start a relationship with an agency through e-mail: they`re too easy to ignore. Use the phone and make sure you`ve done as much research as possible before the call, so you`re not wasting time asking questions that could have been answered online.
- If you`re going to discount your rates or offer something like a 2-for-1, position it strongly as a one-off. "If it becomes the new base rate, you`ll never climb out of that hole," Hughes said.
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