Detroit, MI (PressExposure) December 08, 2008 -- What media rates should you expect to pay in 2009? Get exclusive forecasts in the 2009 Thumbnail Media Planner (www.thumbnailmediaplanner.com).
Advertising media bargains will be plentiful in 2009-- which promises to be a strong buyerâs market, according to the just published 2009 Thumbnail Media Planner from 2020:Marketing Communications LLC.
"Buyerâs Market" means that "advertisers may be able to 'name their own price' for advertising time and space-- as long as the offer is reasonable. Significantly lower prices will be available for TV and radio commercial time, internet ads, and even print media, says Ron Geskey, publisher of the Thumbnail Media Planner.
Geskey says that while savings will likely be possible in all media, the degree of savings will vary by medium and time period. To maximize cost savings it will be important to negotiate media buys with a factual understanding of local supply and demand conditions, how the media market works, and with a win-win negotiating plan including a "Plan B." (Note: an excellent book on negotiating media buys is "David vs. Goliath: Guerrilla Media Buying for Small Business" which is available on Amazon.com.)
The 2009 Thumbnail Media Planner provides 2020's projections of the maximums you should pay in 2009 for each major medium (TV, radio, etc. by market), although media sellers will attempt to sell their properties at a higher than market rates.
The Thumbnail Media Planner is published, in part, to help advertisers budget (or benchmark) advertising media costs in terms of cost efficiency-- cost per thousand audience delivered or cost per point- rather than unit prices for :30 commercials or a space unit in a publication.
Geskey explains that while unit prices are necessary to track media sales volume and for accounting, they are not good measures of media value in terms of audience delivery or results "That is because media value depends on the amount and quality of audience delivered, value added promotions included in a buy, as well as other factors which affect an adâs likelihood of being seen or engaging an audience."
What media are covered? Geskey says the Thumbnail Media Planner includes a lot of data for each media type-- including 2009 cost forecasts for network and cable television, local market television, network and local radio, internet, magazines, newspapers, out of home, yellow pages, and many non traditional media. Internet video, social media, and mobile are also new additions in 2009.
Who is the publisher? Publisher Ron Geskey has over 30 years of experience at major ad agencies (Leo Burnett, D'Arcy, Campbell Ewald) in both senior media and account management. He is now the CEO of 2020:Marketing Communications LLC, a publishing and consulting company.
For more information on the 2009 Thumbnail Media Planner, visit the web site: http://www.ThumbnailMediaPlanner.com