When you're shopping for a car, you do everything right. First you figure out what you need in a vehicle. Then you compare the makes and models right down to the tiniest specification detail. You take test drives. And you never trust the sales person - especially if you're buying used. You don't want to get saddled with a lemon, after all.
So why not take the same approach when buying media? Figure out the target audience you need to reach. Compare the circulations of various publications right down to the job titles and geographic locations. Evaluate the editorial environment. And never trust the sales pitch! Demand a third-party verified, audited circulation statement. It's the only way to avoid buying a media lemon.
You can learn more at www.buysafemedia.com
Richard Willingham is President of motum b2b and a Director of BPA Worldwide.