You’ve reserved the space and paid a decent amount of money to run your ad. A few weeks later the magazine comes out, and all its readers see your impactful, full-page advertisement. But wait. Your eyes are drawn to the opposite page almost immediately, where you find your competitor. You expected the “Lift Truck Tips” column to be there, however the blow comes when there’s a photo, of significant size, combined with content that is dominated by your competitor.

Check out the April issue of Modern Materials Handling and that’s what you’ll find – Hyster versus Toyota. Competition is good. However, when you’ve paid for media space, only to be clearly overshadowed by competitive editorial, it’s tough. It wouldn’t be such an issue for me had the editorial covered other manufacturers. In this case, the result is Toyota editorial versus a Hyster paid ad. Who wins? From an editorial standpoint, this is great news for Toyota; from a paid media standpoint, not so good for Hyster. If I were Hyster, I’d be mad as even a makegood won’t repair the damage done.

Here’s the spread. What do you think?

Karen Enriquez-Wagner | Post a Comment

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Media companies rarely sell all of their available advertising space. This unsold space or time, referred to as remnant space, can be purchased by an advertiser at a cost often way below standard rates. But is that the best way to purchase advertising space? If you’re using remnant space as you’re primary strategy with your media buy, you may wish to proceed with caution.

The first drawback is that your media strategy and marketing program is on ‘stand-by’ each month. There’s never a guarantee that you’ll get remnant space in your preferred outlet, if at all. If there is remnant space available, media reps may give that opportunity to their bigger advertisers first – effectively bypassing you — or those that purchase ad space per the negotiated contract rates. Media reps do this to keep their top advertisers happy, for all the obvious reasons. (more…)

Karen Enriquez-Wagner | Post a Comment

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I was reading an article on the success of streaming music sites, such as Pandora and Spotify. One of these companies’ main concerns is the need to grow their ad revenue at the same rate as their popularity.  From an advertiser’s standpoint, as we begin exploring these new placement options, it needs to be decided from which of our current budgets (assuming they can’t be increased) will we pull money from to incorporate this new investment? Should the medium be viewed as digital media, or should it be viewed as a replacement for traditional radio.

(more…)

Rosalind Elliott | Post a Comment

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