Of Course You Don’t Take PI Advertising, But You Should!
Back when I was a brand new radio sales rep, I remember a sales manager telling me that if a prospect even mentioned the letters “PI” (or per inquiry) hang up the phone and move on! “If you want to ride the freight you have to pay the rate,” was his mantra. In the 15 years since I received that sage advice the advertising world has changed. Time and time again the online world has proven that companies who deliver performance for advertisers can richly rewarded. Performance-based media buying (PI, CPA or any of the other monikers) has become a legitimate part of the marketing equation. In my current position as VP of Business Development for a leading direct response media agency I am finding performance based media to be an important part of the picture of our clients. While it is quite common in the online world, broadcasters have been less inclined to sign up for these kinds of deals. And I understand the reasons why broadcasters might look a...