New Website Brings Buyers, Publications Together

By Susan Posnock, Source: FIRST DAY 09-30-02

Publishers and media buyers now have an opportunity for one-stop-shopping for ad sales. MediaBuys. us, a Web site launched by Los Angeles-based ad agency Chick Inc. , is offering advertisers and publishers a way to complete deals online. Publishers can submit their rate cards ( for free) , which can then be reviewed online by advertisers, says Chick Ciccarelli, president of the agency. MediaBuys earns a 15 percent agency fee.

The idea for the site came about because the agency started getting requests from its clients to broker media buys for them. Chick Inc. began approaching publications such as Millimeter and Film & Video , arranging discounts for advertisers through volume orders. About six months ago the process was moved online.

Chick decided to expand the service beyond its own endemic categories related to film, video, and television. Ciccarelli says there are currently about 120 print publications and about 80 buyers signed up. It brings publishers a little closer to the media buyer, he says. They don t necessarily have to have a sales rep in the middle. For the publisher it becomes a way to get multiple insertion orders for single issues. Download PDF