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Who owns the creative?

  • Collin Whitehouse
    • 1 posts
    July 23, 2014 12:01 PM PDT

    Hi everyone. Just joined and really impressed at the depth and breadth of this site. Glad I found it!

    A quick question or two. Our station, Northumberland 89.7 FM is a volunteer-run, not-for-profit that recently started broadcasting in December 2013 in Northumberland County, Ontario. We have a lot of energy and eagerness but are a little challenged in some areas of expertise/mentorship. Which is why I have come to you.

    Quite simply. Who owns the ad? It is my understanding that the advertiser is paying for the message being played on air, they are not paying for the copy. However a question has come up recently of who actually owns the ad itself if we wrote and produced it at the station. Obviously if the advertiser brought a pre-made commercial to us for airing, they would own it outright. Do you sell the advertiser their ad at the end of a campaign?

    As well, is the creative and production cost included in the ad cost or do some stations charge it as a line item?

    Thanks for taking the time to read this and hopefully respond!

    Collin

  • Rod Schwartz
    • 994 posts
    July 24, 2014 1:42 PM PDT

    Collin,

    First of all, welcome!  We're glad you found us, too.  RSC is a terrific resource. The more you dig, the more you'll find.

    You ask a great question.  We actually had some discussion on this topic early on.  Might be a good time to revisit it.

    Here is the original post.

    Rod

     


    This post was edited by RSC Administrator at February 5, 2019 10:41 PM PST