Extensive analysis over the past 15 years involving over 2 million print media placements in Newspaper, Magazine and Trade publications identified specific areas where performance did not meet Advertisers requirements or expectations
With todays economic challenge and cost cutting strategies, the number of infractions is rising. So how do you take advantage of the opportunities to get more value from your investment?
By auditing each placement you can identify every possible infraction and therefore every possible make good. The severity of the infraction has a direct correlation to the level of make good opportunity.
For example, there are standard acceptable practices offered by every Newspaper, Magazine and Trade publication:
Equal editorial adjacency relative to size of advertisement
No coupon backing to advertisement
No competitor on same page
In addition, placements can specifically stipulate other requirements that when not achieved result in make goods. Such as but not limited to:
Multiple page competitive separation
Specific editorial content
Position placement
So how do you audit print advertising placements?
All print media is required to provide proof of performance documentation in addition to an itemized invoice. This is usually a physical tear sheet or complete copy of the issue. A review of the placement against the insertion order specifications will result in an approval which payment is then released or identification of an infraction.
When an infraction is identified, the media team negotiates a make good with the vendor. The degree of the infraction will dictate the level of make good required.
With most infractions, the media team can obtain any of the following make good resolutions:
Reduced Rate
Re-run placement at no additional cost or at a reduced rate
Color placement at the black and white rate
Premium position for lower rate
Reduced rate for future placements
Maintaining a history data base of placement activity will also bring additional value when negotiating future placements with each vendor based on past performances. A very valuable tool.
Is your media team getting the most value for your investment when it comes to print media advertising?
