If you’re a business owner who advertises to sell your product or service, then you've heard this phrase a thousand times: “when it comes to buying air time or space in any form of media, you have to get the biggest bang for your dollar possible”, and the reason it’s a popular phrase is because its absolutely true.

Some large corporations use two or three buying services such as Schollnick Advertising, to handle their media purchases because it can be an overwhelming or confusing process. For example, television ads can cost anywhere from $50-$1,000,000 for a 30-second commercial, depending on the outlet and market, which is clearly a huge range. So how does a company decide where to spend their advertising dollars?

The most reliable method is to use a formula called “cost per thousand” (CPM) or “cost per point” (CPP). CPM is a ratio based on how much it costs to reach a thousand people CPP is a ratio based on how much it costs to buy one rating point, or one percent of the population in an area being evaluated. Every market has a different CPP, and media buying services, like Schollnick Advertising, to evaluate television networks based on CPM because it is a good comparative measure of media efficiency. News programs, for example, traditionally have a higher CPP than other programs because people who watch the news are a favored demographic of advertisers. Schollnick Advertising specifically tends to buy mostly television air time, but is also experienced in purchasing for print, and radio, including international media. This is an elementary, basic overview that well may leave the sophisticated media buyer or business owner anxious to hear more about this topic. Please drop us a line at This e-mail address is being protected from spambots. You need JavaScript enabled to view it and we'll be glad to answer your questions.