You must be involved, and competitive. You have to get it better, more creative. It means hard work and sacrifice. It also means knowing the media well, and thinking beyond circulation and audience figures to know editorial environments and program contents. Good media people will never allow numbers to eclipse environment, she says.
Numbers can camouflage good media execution.
We all know we can create a cost, but that doesn't make a relationship. Cost alone is a poor discriminator of media performance and campaign smarts. It is a benchmark. But you have to understand what premium is about. If you're only trying to drive price down, that's terrible.