TITLE

D.C. media buyers find spinning off a winning ticket

AUTHOR(S)
Teinowitz, Ira
PUB. DATE
February 1999
SOURCE
Advertising Age;2/22/1999, Vol. 70 Issue 8, special section ps10
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article discusses the trend in media buying that prompted advertising agencies to turn their media-buying operations into separate profit centers. Big political agencies at one time staffed up media buying in election years, then faced a choice of carrying high costs or cutting staff in off years. Those shops have concluded they would not lose much and could cut costs by handling media buying separately or semi-autonomously. More advocacy advertising money has become available as companies, facing new stringent curbs on lobbying activities, increasingly turn to advertising campaigns to support Congress or constituents. These efforts create off-year opportunities for media buying that do not conflict with political candidates.
ACCESSION #
1588574

 

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