in this issue Charting The Cash Cow Riding and Deepening The Cash Cow Curve Renting The Television Station's Shelf Space

The last issue discussed Phase One, climbing the media mountain to find and add to your successful media properties. This process will eventually peak-out because there will be no more new media to add, but rather manage and expand the tested media that is producing profit (Phase Two). A successful project can represent hundreds of thousands of dollars pouring into your media budget per week-at this stage.

Charting The Cash Cow

If you chart this development on a graph it looks like the beginning of a bell curve. Phase One starts at the bottom and begins to rise until it first reaches a peak, and can climb no further. Phase Two is the Peak or Top of this rise. Due to the nature of media and direct response the top of this rise turns out to be a curve, not a jagged point and immediate downward line.

Slowly the curve will start to form as the days and weeks go bye. At the top and during it's development the media buyer will continue to add airtimes that profit the project and terminate those that have lost their pulling power. In Phase Two the greatest number of dollars are usually generated, and the full power or value of advertising are realized.

Last Issue:Small Intelligent Choices Equal a Potful of Cash!

	Riding and Deepening The Cash Cow Curve
In Phase Two the media buyer has opportunities to add to or deepen your successful media properties. This is a simple process-although when hundreds or potentially thousands of media buys are purchased, and hundreds of thousands of dollars are pouring out and in your media account each week, it may look overwhelming or complex. Each airdate or daypart represents a distinct media property. You have tested that media, and it has proven profitable. Now, the issue is to continue to purchase, monitor, and fully maximize the cash-creating potential of that property.       Creating a Million Dollar Roll-out One Media Buy at a Time »

	Renting The Television Station's Shelf Space
In a way, you are renting retail shelf space at a television station. The shelf space is airtime, and that time has proven to be productive because the people/viewers who watch that station (shop the store) like your offer and will buy. The key to Phase Two is how many buyers will pass down the television store aisle, and continue to buy your products? Your media buyer monitors that shelf every day, and continues to stock the shelves and pay rent as long as the sales exceed costs. If you are buying media on station KXYZ at 9:00am on Thursday, and the buyer can continue to purchase that time over the next three (3) months every week and produce profits-then that scenario represents the depth to which that media property can be rented and be productive. The same particulars apply to every other media airtime or daypart that represents successful media in Phase Two.     About Us »

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Creating a Million Dollar Roll-out One Media Buy at a Time