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ONLINE-ADS>> Media Buying Service

Kim M. Bayne/wolfBayne Communications (kimmik_at_wolfBayne.com)
Mon, 31 Mar 1997 09:25:34 -0700 (MST)

JANE RICHARDSON quoted D. Everson as asking
> <SNIP> Should a media buying service also
> sell inventory and represent advertisers sites?

Jane then replied:
> A buyer must always be impartial and select the media that
> best fits the clients needs.

Years ago, an advertising sales rep for a well-known international
electronics trade publication said to me, "If you place ads in our
publication for your clients, we'll make it work your while." I said, "You
already offer a 15% agency commission for placements. Is that what you
mean?" He responded that her would be willing to offer more than that for
certain lucrative accounts. I told him I wasn't interested in being an
independent sales rep for his publication. He said I already was.

I've often heard that the seemingly innocent agency commission could be
interpreted as a bribe. And now, with the addition of Internet media, the
lines of distinction between the impartiality and payoff are becoming
blurred once again.

This means that many people do not see the dividing line between Church and
State.

Kim

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Kim M. Bayne, president kimmik_at_wolfBayne.com
wolfBayne Communications www.wolfBayne.com
author, "The Internet Marketing Plan: a practical handbook for
creating, implementing and assessing your online presence," 1997
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