Re: New Client...wants it all

Hi,

I agree with you Todd... you can make a great living shooting and directing 30-second spots but that is called "Display Advertising" and not "Direct Response" which is what the other post referred to...

Let me define what I mean by "worthless"--they are worthless bedcause if you pay more than a $1 a spot you will never turn a profit over the cost of the media through an 800-number on a 2-minute spot.

All TV stations price their "Direct Response" Spots at 50% of the price of their "Display Spots." Large companies like Coke or Pepsi buy these worthless display spots to promote their "brand name."

If you want to air a direct response spot, then you can't pay more than $1 for a 2-minute spot on any station, on any day, in any tieslot. Run of schedule spots are worthless as a form of direct response. You must a 2 minute direct response spot AT LEAST 200 times on the same station, on the same day and at the same time before it will pull a single order. You can air direct response spots on a P.I. or Per Inquiry basis with stations but the income is very little.

I AGREE with you that producing or directing DISPLAY SPOTS for companies can be lucrative, but if you want to air a direct response spot with an 800-number then you can't buy the spots from the station--remember you bid on spot time and you don't "buy it."
To make any money with a Direct Response Spot you must cut a deal with a timebank broker and then your spots on ANY station and at any time will cost you about 50 cents each.

Since half hour TV time costs about 1/10 of what 30 seconds would cost you, why would any businessman buy anything other than a half hour if they have an 800-number and are trying to sell a product.

You are right when you say that clients with infomercials tend to be "entrepreneur types" and clients who want "spots" are larger corporations...

Bill







Bill SerGio