Leaving things to the last minute was always a weakness of mine, as several long-suffering relatives in receipt of questionable Christmas presents can attest to . Unlike gift-giving, when it comes to buying space, leaving it late is an excellent strategy and one that can deliver the best deals.
But as last minute space does not always come in straightforward sizes you need to be prepared if you want to reap the rewards. Having the ability to quickly adapt your copy to suit, means you can get cheaper rates, prime sites and better ROI.
Most of our clients have the standard full page and half page creative, but as well as that we have 10 x 8 strips (perfect for the front page of the Telegraph), 20 x 2 (ideal for the solus site next to the crossword in The Times), half page vertical (often available facing matter in Stella), and 10 x 2’s (share squares).
Having an adaptable portfolio of varied sizes gives you flexibility and allows us to take advantage of any deals that come up (not just for those in the standard sizes) thus giving you the most value from your media spend. This is real short term buying – often literally 30 minutes from the deadline, making the office a hive of activity and enterprise even at the end of the day and this outcome will add great value to any schedule.
Contrary to getting to the airport on time and thoughtful present-shopping, buying space stands alone in the category of things you can leave to the last minute – admittedly with the correct prep work, and the right team, working with you.
To learn more about the effectiveness and the impact of holding a range of sizes, contact Lesley Bowman on 01225 758222 or email firstname.lastname@example.org.