The move by media categories to allow Automated buying has both benefits and drawbacks. TV and now Radio have online buying of inventory( spots) which allows buyers to access what's available and buy online, which effectively means that the sales representative is by passed. It is true that paperwork and time consuming administration is cut down by the media owner whilst the buyer has ease of access to minute by minute inventory. What these automated systems don't do is enhance the relationship between buyer and seller. It is like having your own online stock trading. It is a set of numbers on a computer screen that do not allow for the most important ingredient of the media industry-
The Relationship. Progress is a good thing in media and cutting down of endless paperwork and admin is always welcomed, however not at the expense of knowing who you are working with at a media outlet and not at the risk of losing touch with the intangible benefits of a medium. This means those unique characteristics and benefits that don't show up on an availabilities sheet of spots or time. Bear this is mind when converting to such automated systems.
Media is and always shall remain a people's business, not a cattle market where the unique nature of relationships is cast aside.
Media Futures presents articles from time to time commenting on the media industry. If you need advice, seek out an independent media specialist for your media policy, media strategy , media planning and media buying.