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The K2 Intelligence Report: A History of “It’s Just Media”

The K2 Intelligence Report: A History of “It’s Just Media”

Author

Allan Linderman photo

Allan Linderman

Publish date

June 22, 2016

Channel

Thought Leaders
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While few inside the advertising supply chain will admit it, media has always been the industry’s bottom feeder. Creative drives the bus, media buys the gas. According to salary.com the median salary for an Art Director was $90,469 as of May 31, 2016. For a Media Planner, that number was $50,981. It has always been thus. After all, it’s just media, you know. Back in the day of the full service agency, a client firing an agency for media reasons was unheard of. It probably happened, but who can remember, it was so rare. Even media’s seat at the new business presentation table was always at the end -- literally and figuratively. If the presentation went too long, cut media. It was usually last on the agenda anyway. After all, “it's just media.”

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Allan Linderman photo

Allan Linderman

The Linderman Media Group is a strategic media management consulting firm that fills in the gaps in the client media management function. Recognizing the complexity and criticality of today’s media processes and management, LMG helps marketers naviga... read more

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