Print media buying ranges from purchasing advertising in local newspapers, regional business journals, national magazines, even catalogues or direct mailers. Regardless of the print channel, print media buying is responsible for effectively using print media to accomplish the advertising client’s objectives. Print media buying also typically delivers competitive rates and handles the negotiations for the client.
Print media buying typically starts by collecting information about the kinds of audiences that can be reached by the different print media and the approximate size of those audiences. In advertising agencies, print media buyers work with account executives to establish a plan for reaching the greatest number of potential customers at the lowest cost to the client. For example, an advertising account executive and a print media buyer might decide to use a combination of magazine and newspaper advertising for their media planning services. The agency must gain the approval of the client before the plan is put into action. Print media buyers then negotiate agreements with the media sales workers employed by newspapers, magazines, and other print media.
What Are The Advantages of Print Media Buying?
Print media buying is hamstrung by many of the same obstacles that their counterparts in other media channels face: the lack of integrated data to get visibility into inter-channel influence, the rise of non-traditional media channel consumption and the lack of a single, easy to use platform from which to see how any given campaign has performed. Too often, print media buyers have to make do with print only data without being able to quantitatively demonstrate the effect of print on television.
Now there is a new solution for print media buyers: LogicLab. LogicLab provides an on-demand solution in the form of single platform access to powerful analytics backed up by advertiser and media to provide visibility into both pre-campaign planning and post-campaign performance measurement. Find out more at www.logiclabinc.com.
