This, however, remains unlikely. As agency buyers, we wouldn't expect to pay all of this in the beginning. As charter advertisers, we'd expect a pretty good deal and an incumbency that would allow us to renew these favorable rates for some time to come - perhaps a cheaply renewable exclusive on certain locations. Of course, we'd want to purchase only a small portion of this per month - probably near the locations of our client's retail outlets. Of course, different types of clients have different relevant media analogues.
Some clients use different types of print, which imply very different rates.
Your mileage may vary, but the formula remains constant. Tig Tillinghast hails from the ad industry, having run some of the industry's largest interactive divisions. He is currently writing an online media textbook to be finished in the fall. Voice your opinion. The problem is getting to it.