In the rush to be the best and cleverest media buyer ( sometimes known as Traders) the basics of the business are overlooked. Whether you buy spots, pages, impacts, cost per tarp, cost per impact, cost per thousand or cost per click the end game never changes. What did you buy, was it what you set out to achieve and did it measure up against pre buy considerations? In a multi billion dollar industry, media is still not fully accountable. Most client based CEO's and finance people see media as a cost rather than an investment. This is not new. This occurs because the media industry is still largely misunderstood and unaccountable. The industry is bombarded with clever offers and dazzling technology. Looks good on paper but in essence they are no more than a dilution of audiences. How can you fix this issue? By conducting and instituting a regular and consistent media audit programme that addresses the pre and post buys. Often this task is seen as pure drudgery after the buzz and glitter of the campaign has occurred, however those who ignore the media campaign are underestimating the value it offers an advertiser. A thorough media audit catches up with what most like to forget......the true results and what you actually bought. If your media policy , media strategy, media planning and media buying has not addressed the value of a media audit it pays to do it now. What you really bought is essential to know.