We'll Bring the Better Media Mousetrap; You Bring the Cheese! Spinning Brand Gold Out of Media Straw

Look for local-market radio and TV to go begging in the coming months. Beginning November 5^th, and continuing for the foreseeable future, the only buyer who won't get a deal is the one who doesn't ask for one.

Post 11/5, local radio and TV stations will experience an influx of unwanted venture capital in the form of unsold, and/or underutilized commercial inventory. With no entitlement dollars (no Olympics and no elections) on the 2009 media horizon; with automotive—the local market driver—in a death spiral; and a general economy in dire straits, savvy marketers will seize the opportunity to leverage their assets as never before. That's where the Brothers Einstein can help.

Allow us to introduce you to Smart Syndication, a simple, effective and battle-tested solution to spot TV and radio clutter, and a means to transform a down economy into a marketer's dream. Over the past decade, this simple twist on traditional program syndication has enabled household brands like Wells Fargo Bank, KFC, Sonic Restaurants, Progressive Insurance, Miller Beer, Hawaiian Airlines, Sylvan Learning Centers, McDonald's, the U.S. Olympic Committee and Subway Sandwiches to generate literally millions of dollars worth of free high-impact, clutter-busting radio and television in markets like Los Angeles, San Francisco, Dallas, Detroit, Houston, Seattle, Denver, San Diego, Cincinnati, Cleveland, Sacramento, Kansas City, Minneapolis and Salt Lake City.

Smart Syndication works on the simple premise that the only asset of any consequence in the buy/sell media mating dance is an advertiser's cash shares, not the media inventory. Put another way, there are lots of ways to reach your audience, but only one path to your wallet. This basic lesson in supply-and-demand is illustrated by the recent demise of eBay's media auction model. The eBay fiasco was doomed to failure for a very fundamental business reason: The buyers and sellers were misidentified -- essentially transposed -- from day one. In a workable media auction model, the media should be encouraged to bid up the value of an advertiser's shares rather than coerced to bid down the price of their own inventory. eBay had it exactly backward. They started with the wrong asset and then drove the value down, instead of up. Smart Syndication identifies the true power broker—the advertiser--in the equation, and works from there. And it always works, irrespective of brand category and regardless of local market conditions.

To reiterate, 2009 is shaping up to be a media buyer's market unlike anything we've seen in a while. Accordingly, we're looking for a few highly motivated regional advertisers who'd like to turn a soft media economy into a unique marketing opportunity. We're confident that once you take a closer look at Smart Syndication and see how other advertisers have used it and what they think about it, you'll understand why we call it a better media mousetrap."

To schedule a Smart Syndication telephone presentation, and/or to secure market-exclusive consideration for your brand, contact (http://brotherseinstein.com/contact-us) Mike or Jeff Einstein at The New EPA (http://brotherseinstein.com).

About Mike Einstein and The New EPA

Mike Einstein is a partner in The New EPA, a creative strategy and branding boutique from the Brothers Einstein. The New EPA helps select rapid-growth clients protect their media investments with superior creative and brand strategies.