ever sold media? we have.

every-time you sell media nowadays you feel like a pusher or a pimp.

this speak sound familiar?

"we have this special schedule, its flown in from the purest networks
 that other stuff you have - is rubbish compared to this schedule.
go on look at its programming choices - see the TARPS - baby you better believe
they're the audience numbers!
one taste of this and you'll be hooked - and the street value, the rate card is three times as much."

just felt like scarface has sold you an ounce?

don't worry you are not alone.

Its like this to the point where we think rate card prices have lost their meaning.
they once stood for prices that acted as a reasonable guide -
a price where if a  client went direct to a station they would just be treated as a punter off the streets.
clients couldn't justify going solo and would seek a media agent.
it gave us media agents the edge, 20-30% discount levels, better placement, bonuses and box seats to the AFL.  

somewhere as in all cases, someone thought:

"HEY NO ONE SEES THESE 'RATE CARD PRICES' SO WHY CAN'T I JUST MAKE ONE UP?"

so the evil plan became to tell the client some over inflated scary price - "hey this cost 5K a spot" - come in at 1K and BAM you are a GOD of media.

all the while the reality is the rate card price has been 1K all along and any decent media agency could have got you the space for $700.

BUT wheres the sex? wheres the thought for the client that they have fleeced a network or station? wheres the clients glee at thinking that their competition is paying through the nose for their media?

well those feelings are sitting at a desk with a name tag that reads 'false economy' - instead of saving 4K the client paid rate card price.

next time a media agent quotes you a figure thats too good to be real - smile and politely say  

"no thank you mr tambourine man, i can get my own supply. "