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TESTING

Always test media on an OTO (one-time-only) basis. Even Fortune 500 companies with multimillion-dollar budgets always test their products and the media where they are placed. No one can accurately predict the outcome of an untested campaign. Lay out a sensible test campaign and evaluate the results accordingly.

For do-it-yourselfers, secondary markets with airtime rates between $150 and$400 offer ideal, low-risk vehicles for test marketing your infomercial. Although TV stations in secondary markets do not generally offer the best CPM (compare to nationwide cable channels), they charge the lowest entry fees required to get a fair "let-the-market-decide" type of evaluation for an infomercial.

APPROVAL

As soon as the first draft of your infomercial is completed, make several copies and send one to each station you are considering. But before you send any tape for approval, contact the station to confirm that they have available airtime. The approval process can take anywhere from a day to a month, depending on who you know and the overall attitude at that station.

MEDIA BROKERS

Media brokers are independent companies that sell airtime for stations nationwide. Stations pay these brokers a commission based on the cost of airtime purchases.

Brokers come in all shapes and sizes, depending on the type of TV stations they represent and their volume of business. In some cases, brokers who buy a lot of media time have better pricing leverage. Therefore two brokers may have different rates for the same time slot at the same station.

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