Are you buying advertising? TV? Radio? Print? If so, are you buying it directly from the salesperson for the outlet? Or do you have an advertising agency buying it for you?

Here’s a better way. Use a media broker. These professional media buyers do the research, evaluate your options and buy the advertising for you. Their fee is paid by the media outlet (instead of paying a commission to the sales rep).

The media broker is independent so you get a less biased evaluation of the available media based on your target demographic. These folks have expertise that generally goes way beyond that found in the small advertising agency (no matter what they might tell you). Agency people are nearly always generalists and media brokers are specialists.

The broker will have access to all the current demographic research and will find the most efficient way for you to reach the desired audiences. A good broker will save you a ton of money.

Your relationship with the broker will start off with a determination of your target demographic. That’s something you need to work out on your own or in consultation with your agency. You’ll also need to develop a budget.

Then the broker builds a plan, usually for the year. The plan represents a significant investment of time and the broker will expect you to buy as they direct in order for them to earn their fee and recoup the upfront investment of their time.

The broker will execute on the plan throughout the year and make adjustments as situations evolve. You might, for instance, get a call from the broker suggesting that you move some of your budget to coverage of a special sporting event or shift to some other local priority or rate special.

Dealing with a broker is, if nothing else, a wonderful experience in that it allows you to deal with one person rather than a multitude of advertising salespeople representing each station and outlet. The expertise these people provide will make a difference in your practice.

Try it, you’ll like it.