NONE: Re: ONLINE-ADS>> Why media buyer distrust publishers

Re: ONLINE-ADS>> Why media buyer distrust publishers
Mon, 31 Aug 1998 18:27:09 -0500 (CDT)

Dave Graham <> wrote

> The issue of trust between
> buyers and sellers is not necessarily dependent on campaigns running
> smoothly all the time. It is an unfortunate reality that mistakes occur on
> the Web more often than they do in traditional media. The issue of trust
> revolves more around honesty and accountability. When campaigns run
> incorrectly, reps can preserve the buyers trust by relaying the exact
> details of the error to the buyer, explaining how this mistake will be
> avoided in the future, and delivering an appropriate makegood.

I wholeheartedly agree with this statement when it comes to
establishing trust between buyers and sellers. However, having
devoted several years of my career on the television side of the
business, I can say flat out that cable networks and broadcast
networks make as many, if not more mistakes with ad campaigns
than I have personally seen as an account executive for Times
Mirror InterZines (formerly InterZine Productions).

I will spare you all the gory details as I don't want to bore
anybody with details of a cable television sponsorship which
indexed at 55% of the guaranteed impressions, nor do I want to
implicate any company, who may have a life on the Internet.
However those who are familiar with the television sponsorship
business, know all to well about the empty guarantees that are
consistently made in an effort to meet the individual sales reps
very demanding revenue goals. Many times, sales are made against
rating estimates that are based on ridiculous assumptions.

The fact is, mistakes occur in every kind of media (out-of-home,
TV, Print) and it isn't any worse in this business, than any
other. It is "accountability" for sponsorship shortfalls, which
separate the good vendors from the poor ones. Surprisingly, in
many cases, the companies that have some very popular brands are
the biggest culprits at consistently delivering disappointing
campaigns. These companies seem to suffer from a prevailing
corporate arrogance instilled from the upper management on down.

As Dave stated, the proper thing to do when campaigns do fall
short, if and when it occurs, is to explain why and how you will
fix it. Some times a few bad apples ruin it for the rest of the
bunch, and that can be said of any media company whether it be
Internet, Cable Television, Broadcast Television, Print or all or
any of the above.

Tim Ware
Account Executive
Times Mirror InterZines

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