The "Oh", the "something", the "nothing", the "Double-O" - seems no one really knows what or how to name the decade, recently retired characterize globalization, the war on terrorism. . All Apple, reality TV, the emerging economies of the BRIC, Web 2.0, global warming, there is an order zeitgeist Some suggest it was a time of turbulence by the end of two major recessions cut?. '01 And '08-'09, the Russian media DRTV driver certainly blessed with its share of thrills and chills in the past 10 years, no dip or rise intact. where rising interest rates once the only variable affected industry in the foreseeable future, any new cable channel to an influx of brand advertising on changes in sales methods, such as DRTV media buyers to do their work in order to create the advertising and marketing producers generate 10 profits.Rewind years and the scene was very different than the economy of the country followed by "irrational exuberance" fueled boom Popeil Showtime Rotisserie Taebo and complete record DRTV campaigns consumers have the disposable income -... and n "were not afraid to spend it. And while the Internet has already been established as a partner in a profitable marketing TV campaign, it would take years to words like" online video "and" YouTube would roll "their tongues. Sea change much changed in the "Oh-oh." dots DRTV exploded. More than twice as cable networks run short and long form DRTV hit four or more points. distribution points have every day, more like train stations, the switch to the D2 and D3 digital channels turned on, with the media, DRTV is not for sale. Direct TV, Dish TV, ATT and Verizon FiOS TV Uversa several 24 / 7 from wall to wall channel DRTV has started. Online video has downloaded mainstream with 8 billion videos a month away from the Internet. DRTV distributed Internet orders pushed beyond 50% of consumers more than $ 150 billion in 2010 will be epurchases. Soft offers advanced features fell hard. companies to buy the media uproar, multiplication of half a dozen major players in over 25 . DRTV media outlets and became the "cash cow" for many stations and cable networks - reliable income, through bull and bear.Most dramatically, however, was lower than broadcast and cable media, such as 40% of the level before the recession - has never been a dramatic decline in the industry for more than two DRTV CloudsYet decades.Storm seen it all, is not happy Shire-like cheerfulness and inland waterways DRTV DRTV s media buying '. has never been easier, now it is painfully complex. The distribution of DRTV media, agencies and broker an intense competition, fragmentation and impersonal market transactions brought. Several media player training increases the artificial, fast forward to the pre-recession prices. require inconsistent results changes weekly schedule and renegotiation. cannibalize DVR viewers in the late evening. One step offers are virtually extinct in its short form. destabilize inexperienced buyers and representatives of markets. Penetration 70% of broadband Internet globes valuable TV steals as consumers two hours per day to spend online. fall media agency commissions continue to the agency in fatal medium-10%. indisputable seasonality DRTV crumbled.And impulse response for standard products DRTV (fitness, beauty, business, OPP, and equipment) is terribly inconsistent. Potential buyers are reluctant to enter an economy that risky, especially high-ticket items. "People are spending less need money to buy and not necessarily what we offer on TV, "said David Chaladoff, president of David Chaladoff Media, Inc." If it does not eat or toilet paper, they do not need them and they will not buy it. "Payin 'The Devil in the destabilized world of media buying experience more than the media is changing. A decade ago, had seasoned DRTV media buyers from six leading DRTV agencies long personal relationships with the commercial network / station that buyers preferred a heads gave up on its ruling and the best prices. This is the 20th-century practice is based on the purchase of marketing benefits, which in its short form infomercial site or run a specified price within a specific time slot would be a steady stream to generate in sales knew dissolved cherished goal buyer / seller personal relationship -.. went the way of Bennifer and Spederline Jimeny Because of the recession and the consolidation of the industry, radio stations less staff, both in terms of sales but shifted the responsibility for the agencies, the what stations are now 50-60 instead of a dozen representatives are glued, then forget to bring them on the phone for half an hour from binding E-mail, please A veteran of the industry complains... "Ten years ago I had a lot of receive calls from more opportunities firesale. Now I can not even pick up the handset representatives. Everyone is so busy that he forged e-mail relationships. That's what I miss most. "And where half or more of all purchases were made directly over a decade ago, buyers can now directly connected to a transmitter, the 25% of the time. In their place are the representatives BlackBerry handling station. Noted a media buyer to" Some Customer service is at large, while others like me a number when it comes to prices make you feel with the representatives, the highest bid wins;. Less work for them. "Three pages of WindDRTV" seasonality "Once the mainstay of the buyer and friend, as unpredictable as a drunken sailor. Now feel media buyer for their lives depend on the seasons roll with little predictability of the reaction. Was soft traditional seasonality meant a good first quarter in April, would be a little recovery in May and June, growing response to the third quarter fall in September, then a horrible "Red October". and a half high in the November / December 1 is all for years changed: January is no longer "in January, black" because it is booked in advance at the highest levels, what an expected response of dynamite, the buyers have paid too much and is undermined by the football finals in February is "in the.. January new "because the buyer directly to the hammer prices down in January to highs. In March, full of land mines. rain in the middle of March last, sent for a difficult winter, and made from any tanked.In reaction, the whole year DRTV results moody. purchasing strategies needed overhaul monthly or even weekly. The buyer today must be flexible, alert, even fearful, over the telephone to negotiate weekly. The days far from where you can book a band, throwing two titles and get the quarter. deterioration and volatility are the enemy, it is no longer present when a time window for the first few rounds, that to keep the results, the results could climb or dive to the next exit. Orders are inconsistent week to week. Buyer and sellers are required to assess levels - down or trade on the basis of weeks and months: $ 500 and $ 700 in October, November and December before the first two weeks, then back down in the last 2 weeks Christmas.Buyers the use of each strategy in the book to the time control and its customers in the air: the purchase of blocks of the media in advance with rates too high for the time control and then again to sacrifice in rate cuts after the first two weeks of poor performance secure some losses to 13 weeks to pay in cash, sold, plus a percentage of sales per unit of sales targets achieved; buy packages with "free" built in curves, bonus scoring runs on subsidiaries stations D2 and D3, and even this to the local TV news personalities convince earned an infomercial that works immediately after a meeting during the morning show.Of media providers are also struggling with the ward system by more than 30% in 2009. your nightmares come to life in constant renegotiation , the price is lowered, the dozens of agencies time to catch your concern: the buyer is not creditworthy sales via the Internet to television individuals to devalue their time course, the real reason for the devaluation of the time the fragmentation of the industry - hundreds of channels.. . vs old scores now DRTV Case in point: One of the first places Saturday Media cable networks now selling $ 12 000 to $ 30,000 price 15 years ago why a highly effective DRTV performance was measured and the misfortune wanting.Caught WebEconomic side, though.? an external force that has affected the industry as a media buying in the last ten years the Web starting with 15 to 70 percent of orders over the Internet are right now, and -. in contrast to the highly responsible DRTV - lack of precision, tracking method visible. "If you get an order from Los Angeles, you do not need to know whether it came from the USA Network or the local spins KCOP," said Chaladoff. "You can take half of them on TV but you never know the actual revenue transferred to the Web. "Without this information it is nearly impossible, future purchases in a way that maximizes the sales dismissed. The networks are also affected, and not in a position to adjust the interest based on the success of the campaign." It is a mystery to all of this place, "said Chaladoff.The fact that use of the Web in conjunction with television DRTV goes against the grain very responsible, to ask the question: With so many viewers online, the television in the future goal is for the 800 -? number at a given time obsolete Does anyone know a way to connect TV to come only in the purchase of site? These questions can not be answered immediately, but will certainly lead to further changes in the industry DRTV Media Buying. Stay tuned .... ..
