"Wading through Media Offers"

Q U E S T I O N
As the Ad Manager of a regional company, I am constantly besieged by “special deals” from every media outlet known to man. I simply don’t have time to talk to everyone and review every proposal, but I don’t want to miss something important. Is there a trick to handling the volume?

A N S W E R
First, know your audience, the people who buy your products and services. Find out which media outlets target those consumer groups. Identify them and make your short list. Anyone NOT on the list should be politely but firmly told that you are not interested in either the “Deal of the Month” or in doing business with them in general. Be nice but direct...no faxes, no e-mails, no pop-ins to say hello. If the medium doesn’t reach your audience, why waste your time! 

Folks ON the list should be asked to fax or e-mail specifics (including ALL pertinent info - price, deadline, size, color, etc.). Review the materials and see how much you can get done over the phone/fax/e-mail, etc. You might not even need a meeting. If you do, make an appointment (some firms schedule their reps at 30 minute intervals on one specific day). 

Always treat media reps with courtesy and respect. With their years of experience and know-how, they can really help if you choose to listen.