How to Work With Media Advertising Representatives

Whether you are a small business owner handling your own advertising, a member of your corporation's marketing department or an account executive with an advertising agency, effectively working with advertising reps from various media outlets is key to the success of your advertising campaign. Here are a few tips for making that relationship work toward your best advertising interests.

Difficulty:

Moderate

Instructions

1. Build relationships. Even though time spent corresponding or meeting with media reps may seem like wasted time, a good relationship with a rep is worth it. They can offer insight into the best ways to utilize their media outlets to your advantage. Also, they often have the authority to offer discounted rates or to guarantee premium placement. When they have bonus opportunities or unexpected openings, they will likely first call those clients with whom they've built an ongoing relationship.

2. Qualify your media outlets. Juggling advertising opportunities and dealing with media advertising representatives takes time which will certainly cut into your bottom line. So, it's not profitable to build ongoing relationships with every ad rep that calls. Think about the media outlets each sales person represents. If the magazine or website is really not a good fit for your advertising needs, or if the ad rates are simply out of your budget range, then don't invest in that relationship. Simply ask the rep to fax, mail or email you general rate information each year so that you can keep it on file.

3. Be firm. YOUR schedule is your top priority. It's ok to meet or correspond with your media rep in a way that is convenient for you. Remember, you are the customer this time. If a quick email highlighting rates and editorial content is all that's required, then request it. Request that your media rep always call prior to dropping by your office for a visit. If you aren't happy with the way your rep is approaching your account, speak with the company's customer service manager or advertising manager and request a new one.

4. Don't be seduced by a good deal. Remember, advertising representatives are salesmen, regardless of the type of relationships you build. You are still the best person to evaluate the benefit of a particular advertising opportunity. No matter how much of a discount you get on an ad placement, if it doesn't further your overall advertising goals, you've still wasted money.

5. Get all your facts -- deadlines, ad copy requirements, ad rates, agency commissions. Before you add a particular media placement to your ad calendar and your marketing budget, make sure you understand all the costs. Ask questions about agency commissions, additional costs for color, or the benefits of full-color versus black and white. Also, your ad rep should provide you with both insertion and ad copy deadlines as well as the specific dimensions and submission requirements for their publication. If you are relying on the media's ad department to create your ad, make sure you understand their additional development costs, and be prepared to provide ad headlines, photos, text, contact information, etc.

6. Request any bonus coverage -- reader service listings, online listings/links. Most media outlets provide some avenue for ad tracking, whether it's a reader response card/listing or tracking for an online placement. If your ad rep doesn't mention it, ask! Also, request a reader service form so that you can make sure your information is listed correctly.

7. Get confirmations of receipt on all your ad bookings and ad submissions. When your insertion order and ad copy is sent to the media outlet, make sure you request a confirmation so that you'll know everything is in order. You might also request their ad department send you a jpeg or pdf proof of the ad and any other additional listings to make sure it appears as you intended -- even if you provide print-ready ad copy.

8. Don't send ad copy too far in advance. As with any large organization, the right people don't always share information as they should between various departments in a media publisher. Sometimes the ad sales and ad art departments are not even located in the same offices. For this reason, sometimes insertion orders and ad submissions don't always get matched up. To avoid requests to resend art, wait to submit it until closer to the due date. Then, your particular issue is at the forefront of the art staff's mind and they should have a record of all insertions that have been booked.