Guide to Media Buying

Television

Television is the No. 1 advertising medium in the nation. For the most economical and targeted media buys, try cable and local network affiliates.

I recommend: Consider low-cost options, such as cable or the local affiliates of ABC, CBS, FOX, NBC, PBS. Or find your local cable provider in the CAB directory and contact the advertising sales division for rates.

Newspapers

Newspapers are the primary advertising medium for businesses, such as retailers, that want to reach consumers in their local area.

I recommend: MediaSpaceSolutions.com buys, places and verifies display advertising in nearly every newspaper published in the U.S. and offers a free online media planning tool with comprehensive newspaper information. Its MSS-Standby service generates discounts of up to 80 percent. MediaBids.com offers exclusive deals on newspaper and magazine advertising buys with more than 1,300 newspapers nationwide.

Radio

Radio spots can be an advantageous media buy for businesses that want to solicit an immediate response to their ads, prompting impulse buys or inquiries. Choosing the right station and the right time of day to reach your target audience is critical to a successful media buy.

I recommend: Look up the current addresses, station names (including call letters), broadcast times, frequencies and formats at Radio-Locator.com or at Arbitron.com, where you can also get market info and commuter profiles for radio markets. By radio spots at a fraction of the cost at Bid4Spots.com.

Magazines

National magazine rates can be prohibitively expensive for a small business, but local and regional magazines can be an ideal media buy. Ask for a magazine's media kit — which offers information about its circulation, readership and rates — and editorial calendar — which tells you what topics are going to be covered in each issue. These materials will help you target publications and specific issues that make the most sense for your business.

I recommend: NovusPrintMedia.com is a print media buyer that works with new companies and doesn't charge a fee or a retainer for its services.

Out-of-home

If you're hoping to build your brand, target consumers on the go or influence real-time buying decisions, out-of-home advertising could be the ticket. Out-of-home media includes billboards, airplane banners, vehicle signs and wrapping, bus benches and running ads in movie theaters or on interactive kiosks.

I recommend: Discover the many types of outdoor advertising available by clicking on "outdoor media search" at the Great Outdoor Network and locate outdoor media vendors at OAAA.

Internet

One of the keys to a successful Internet advertising campaign is buying ads on the right Web sites. Avoid buying ads on major search engines or general consumer Web sites. A better approach is to buy ad space on smaller sites with specialized content that's geared to your target market. Banner ads typically are sold in units of 1,000 visits. The size of both your ad and your audience can affect its price.

I recommend: Microsoft Banner Advertising and Yahoo! Advertising offer access to targeted segments within large banner advertising networks to make placing your ad easy and convenient.

Nontraditional

In order to stand out from the crowd, many advertisers are turning to nontraditional media, including blogs, product placement, media-sponsored promotions.

I recommend: KSLMedia.com goes beyond the basics of media buying by securing product placement and media promotions.

Hire a media buyer

As a small advertiser, you don't carry much clout. If you're planning a multi-media advertising campaign and want to get the best rates, consider hiring a media buying firm. These companies boast established relationships with the media and wield serious negotiating power.

I recommend: Although most media-buying firms target big businesses, WorkingMediaGroup.com will work with advertisers placing a single ad.