Negotiate Everything: Including Ads

Steven Strauss in the USA Today:

One thing is to avoid paying retail for your ad buys, if at all possible. What do I mean by that? Simply this: When people buy media time or space, they are quoted a fee from the “rate card” by the ad rep for that media outlet. The rate card is tantamount to an automobile’s sticker price, and you wouldn’t pay that, would you?

The fact is, radio and television stations, as well as newspapers and magazines and websites, often have plenty of wiggle room when selling ad space. So a good rule of thumb is this:

Never pay the rate card.

I recently had an opportunity to exchange a few emails with Steve Strauss, and he really is as affable and helpful as he seems in his column.

Photo by hyku.

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