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Although it seems obvious that you may want to split your media buys between the national and secondary markets, often this is not possible. Here are some of the reasons: Airtime on national stations is hard to come by. Fewer than 20 cable networks and superstations fall into this category, and most available infomercial time has already been purchased or is controlled by major media brokers and infomercial production houses.

In the test market stage, it is unwise to invest a lot of money in national media buys. It is better to spread your budget over a string of secondary markets to get a better feel for viewer feedback. Finding good secondary markets involves a fair amount of research. It is best to deal with media brokers who specialize in this category.

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