Magazine article Folio: the Magazine for Magazine Management

Media Buyer Perspectives

Magazine article Folio: the Magazine for Magazine Management

Media Buyer Perspectives

Article excerpt

Byline: beth snyder bulik

Mike McHale, senior principal and group media director, optimedia international (u.s.)

clients include: bmw, british airways, new york life, dreyfus

"The old days of buying a heavy print schedule way in advance just don't happen anymore. We're looking to invite the readers beyond the pages of the magazine." That means executing imaginative ideas that tie special events, merchandising, sweepstakes, and online into packages. It also calls for increased flexibility.

For his stable of high-end clients, the list of magazine must-buys definitely narrowed. "There are no more nice-to-dos on client lists. Like, 'It would be nice to do an ad campaign in that magazine.' It's all slimmed down to need-to-dos." And with that smaller focus, the client expects more: more accountability and more effort on the media side. "Clients are saying, I want to buy into a certain magazine, but let's make them work for their money."

Anita Peterson, print director, omd

clients include: j.c. penney, cigna, american stock exchange

Clients are looking to make a deal, says Peterson. "The biggest demand we're getting is clients who want to pay less than last year," she says. "And they want programs - value-adds - for free." The by-product of all the lowballing is a strain on established relationships between buyers and print media. Another side effect has been on the clients' perception of print. "When rates really drive the deal, people are looking at some magazine categories as a commodity. In the women's category, for instance, the least expensive deal on the table gets the sale."

Clients are still holding back money, and product - two of hers have moved fall launches back to January 2003. "I remember trying to get a client space in October 2000, and they just couldn't take another ad. …

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