Forums » The Round Table: Brainstorming & Problem-solving

how to pull ER(effective rates) up!

    • 2 posts
    July 3, 2014 1:29 AM PDT

    increasing ER has always backlashed & i have experienced this with clients & agencies who put a hold on running campaigns if the ER increases due to  inventory issues or seasonality

    if we extent the inventory product take a hit so, we really don't  want to stretch it....how to counter this peaking issue?please do share thoughts.

    • 456 posts
    July 11, 2014 1:02 PM PDT

    I learned this from a former co-worker. Does a loaf of bread cost the same today as it did 5 years ago?

    Most people get the point that our expenses are increasing just like everyone else. If they don't, ask if they still sell their product or service for the same thing they did 5 years ago.

    • 6 posts
    September 20, 2014 4:14 PM PDT
    Time to deal with the fact that there are other options. One - Learn what they are and how they can supplement radio, which by the way is still amazing and has a long but different future ahead of it. Two - go for share. Increasing AUR in medium where flat is the new "up" is not realistic, but you can put a band-aid on the problem by stealing the other guy's money with better and more impactful solutions.

    But any manager who is suggesting that - at least for now - that legacy media is a growth industry should get off the golf course and back on the street and pay attention for a minute.