Related Articles

6 Comments

  1. 1

    Okere Bidwell N

    I agree absolutely with Harry Herber’s position. Media Agencies in the quest to keep accounts go on undercutting themselves unethically. Their service is just a link and could be performed creditably by either client themselves or even the media owners. Bidwell (Lagos)

  2. 2

    Devad

    As a magazine publisher, we are forced to discount our rate card rates due to the lack of print ad budgets set by clients and media agencies. With print costs on the increase, we simply have to cover costs with advertising and in order to bring in advertisers we have to offer them discounted rates and special ‘deals’. Rate card rates have become a simple bargaining kick off point. For example, recently we discounted a page rate for a very large, reputable company to R7000 from R15 000 and then obviously couldn not include agency commission on this amount. Some may see this as ‘prosituting your publication’ but the problem lies with the fact that print adspend budgets have been largely decreased and publishers become desparate for income. Media agencies who contact my office ALWAYS ask for discounted rates and then expect this rate to include agency commission which isn’t fair to publishers.

  3. 3

    Publisher

    As a magazine publisher, we are forced to discount our rate card rates due to the lack of print ad budgets set by clients and media agencies. With print costs on the increase, we simply have to cover costs with advertising and in order to bring in advertisers we have to offer them discounted rates and special ‘deals’. Rate card rates have become a simple bargaining kick off point. For example, recently we discounted a page rate for a very large, reputable company to R7000 from R15 000 and then obviously couldn not include agency commission on this amount. Some may see this as ‘prostituting your publication’ but the problem lies with the fact that print adspend budgets have been largely decreased and publishers become desparate for income. Media agencies who contact my office ALWAYS ask for discounted rates and then expect this rate to include agency commission which isn’t fair to publishers.

  4. 4

    Mark

    I have been in publishing for over twenty one years and worked wherever I could sell an ad or publish a title, I am happy that I did not attend this gathering, As an owner of a traditional print media company and a newly formed digital media agency, I have witnessed the countless back hander’s and shoulder rubbing over the years from the large media agencies with their larger media owner buddies ‘ we know so well’ who control the printers, the distribution, the shelf space and ultimately the mainstay of media bookings across the varied media platforms. So when the large media owner rep plays golf with the agency representing a large client who potential will spend millions in adverting, do you really think they give a hoot about the hundreds of SME publishers and media owners, who are fighting for a small piece of the that agency pie, I think not. Now the budgets are shrinking and the clients want more bang for buck, the consumer is spending less and the large media owner who controls and discounts within their own massive portfolio is still sitting pretty. The booking agencies will frazzle out, creative will always remain, and more and more SME publishers and media owners will book clients direct offering just as good a service as what the so called media booking agency can offer. More and more larger clients will return back to in-house and thus the pot of countless strategist and client service representatives will have to find jobs, hopefully booking right hand pages online or in magazines!!!

  5. 5

    Devad

    Mark – I couldn’t agree with you more!

  6. 6

    Anita

    That will be a good day!

Comments are closed.

Copyright © 2015 The Media Online. All rights reserved. Part of Wag the Dog Publishers