Most media companies sell a product that is highly perishable…advertising time or space. However, unlike an automobile or a an of soup, if it not sold today or within a limited time, it can never be sold.
Barter provides media companies with resources that allow them to maximize the use of their excess capacity… perishable advertising time or space.
By utilizing barter, media companies are able to:
- Attract new business.
- Grow their existing client base.
- Expand sales and marketing efforts.
- Increase advertising and promotion, externally and internally.
- Maintain rate integrity without having to sell at distressed prices.
And, as a valuable financial tool, barter enables media companies to:
- Acquire needed products/services for business operations.
- Increase working capital and purchasing power.
- Decrease negative cash flow.
- Reduce the need for borrowing.
Ultimately, barter supplements rather than replaces cash, increasing media companies’ gross income and net profits.
