Media wastage is like a leaking tap and occurs when media is purchased without proper surveillance and pre checks into what is actually being bought. Add to this the changes that occur after the campaign starts without you knowledge and media wastage is a reality. Lastly, did you check pre versus post ? This is often overlooked and a media audit will uncover where media wastage has occurred which in turn arms you with factual data upon which to address the wastage. Media wastage is not new, it is decades old and occurs when in experienced operators get their hands on the media budget. Media is addictive and very compelling before you buy. It has a habit of luring you into a false sense of security believing that the chosen medium ( s) will instantly work. The common belief is that media has all the answers to your business issues. In the real world this is not true.Media planning and buying is an art. Media wastage is like a leaking tap, it looks small and insignificant at first but over time adds up to a lot of money down the drain. If your media policy, media strategy, media planning and media buying is suffering from media wastage, Media Futures recommends you seek out a qualified independent media professional. Stop the leaking tap of media wastage.