A shift in the industry occurred, however, when McCalls Magazine began negotiating its rates. Then along came Fox, the fourth network. They were like a loose cannon, always open to the possibilities of making deals. Fast forward to the late nineties with an overabundance of cable stations, more magazines than you could ever read, and so many on-line opportunities as to boggle the mind. You really need to be able to think outside of the box to serve clients well.
Research is a key element of media planning and buying.
We'll be looking at what people watch and listen to, how they use the Internet. We'll address key futuristic issues and look at ethnic minority trends. The demographic shifts are incredible which is why research is so helpful in trying to determine how to reach such groups as teens and young men. Such information is important when you look at how to sell a car versus a truck, for example, because you need to know who is going to buy that product. It's up to us to match that audience with the right creative and the right media.