Media buying is a vital part of the business model, and will be one that is subject to constant development as buying trends change. The media buying expert is in a lucky position these days, for the variety of routes available is simply bewildering.

Naturally, the internet is a chosen method of advertising, and it will continue to be so as it grows in popularity. The internet gives one access to a great number of people not just domestically but across the world but it does not mean the death of the traditional advertising media. The newspaper and magazine, radio and television, plus billboards and other outside advertising, still carry great impact in the media buying world.

Choosing the best campaign is a matter of understanding your potential client; you need to know who is likely to want your product or service, and place the media campaign in the right place. It is no good advertising a product aimed at the young in the newspapers, as they are more likely to be swayed by a campaign on the internet, or one that would be successful on a local specific-genre radio station.

The internet is very much a versatile medium, and particularly with the rise of the phenomenon that is social networking. These sites bring together very great numbers of people, across the world, and the access for companies to use this medium is very attractive.

However, it is still frowned upon by many companies, who see it as a plaything rather than a serious marketing tool. The truth is somewhat the opposite, as the ability to target specific groups of people is a very attractive one: people who register on these sites provide information on age and location, on interests and occupation, which can be used to directly target potential clients in a very efficient way.

The ability to run more than one campaign alongside another, say a radio campaign with a n accompanying television advert and internet method, is one that gives the media buying world a very great chunk of versatility. It is no surprise, then, that media buying is seen as an essential part of the business empire.

One thing we must remember is that radio is not the dead medium that many media buyers look upon it as. Much as the internet is treated warily by the old guard of media buyer, so the use of radio is looked upon with suspicion by the newer entrants to the media buying profession. However, it is proven that radio garners a captive audience; think of the thousands of people on the way to work every morning, and back at night, with the radio on in the car. They can’t leave the room when the adverts come on, as one can when the breaks occur on commercial television.

Although media buying will always be an area that is subject to trends and changes, it is dangerous to dismiss the traditional methods and concentrate essentially on new media. The newspapers will never die, and the magazine likewise, and radio is a very popular medium, as is, of course, television. Understanding them all is essential to getting the right balance.