One thing to consider in selecting an agency is whether the firm is a media buyer or a media seller. There are differences; and, oftentimes, there is confusion.
A media buyer works as your buying agent. We have no “inventory” to clear. The true media buyer can objectively look at all the available time slots without prejudice to find the best time and negotiate the best deal for you.
However, some agencies are media sellers. They may claim that they “own the time”. Even if this is the case (debatable), it creates a conflict. If someone owns inventory, they have the pressure of moving that inventory. If you are interested in time, they might give their inventory more of a push, neglecting other time slots in the market place. As a seller of time, the agency represents the station like a listing agent in real estate represents the seller.
While some agencies represent both the stations and the clients, we only represent the clients. We believe the focus eliminates confusion. And you never have to wonder who is really on your side.
