Print Planning and Buying – Our print planners and negotiators have the experience, relationships and strength to navigate through today’s amazingly complex print arena efficiently and effectively. They understand that fulfilling a client’s print needs involves more than simply buying the magazine that has the lowest CPM on a computer-generated ranker. Whether we’re buying a national consumer magazine, a local newspaper or a trade magazine, we regard the rate card as a guide only, and take pride in the fact that we always seek out the best value for our clients.

One of the keys to using print effectively is to match product and media to truly reinforce the brand’s positioning and selling proposition. For example, for a client that is introducing a premium-priced, advanced technology flashlight, we employed lifestyle titles geared to boaters, fishing enthusiasts, campers and automotive hobbyists. In addition to aggressively negotiating rate and position, we secured added value in the form of editorial mentions and features in publication gift sections.

The campaign proved to be incredibly motivating to the client’s two most important audiences: retailers, who bought-in at record levels, and consumers, who made the new product a “must buy” on their holiday gift lists.