An Ideal Media Man...

Oscar Wilde described a cynic as 'a man who knows the price of everything & the value of nothing.' That summarises the ideal media planner.

Many media people, & indeed marketing people, forget that they are playing with real money. And that money belongs to companies & their shareholders. It is our duty to invest it where it will bring the greatest return on investment.

It always amazes me that junior staff who are not allowed to buy office supplies without permission from purchasing are allowed to waste money on frivolous media. In many cases this is either due to incompetence or corruption. In developed markets usually the former, in ex-communist countries probably the latter.

Luckily media is an easy cost to control. The price is always right. And a few easy procedures will ensure that no client is ever ripped off. So all you have to worry about is the other 50% of your cash being wasted on leaflets, events, packaging & promotions. A word to the wise, distribution is usually the source of most dodgy deals.