Media planners and media buyers no longer focus solely on radio, television, magazines, billboards, or newspapers. In fact, with a few exceptions, magazines and newspapers are becoming obsolete. There are a host of new options available to advertisers, and professional media buyers and planners must stay ahead of an ever-changing media landscape. Experience and business connections can be leveraged not only to stay on top of technology, but also to get a prime location and the best rates.

In recent years, new forms of media have appeared on the scene, such as satellite television, cable television, satellite radio, and digital (or online) media. Digital/online media can include social networking sites like Twitter and Facebook, email blasts, search engine marketing, referral linking campaigns, web portals, YouTube video ads, banner ads, interactive games, and more.

As technology moves at the speed of light, when it comes to media planning and buying, the adage “If you sleep, you lose” has never been more relevant. However, with so many options, there’s never been a better time for a media planner or buyer to truly target the right audience with the right media. Budget permitting, most media planners and buyers will strive for a balanced “media mix” in which all forms of advertising work in harmony for optimal results.

When it comes to traditional media, TV remains among the top choices for most advertisers, depending on their target audience and needs. Why? Because it works. When a media buyer is looking for “reach” (targeting as many people as possible at the same time), television is unbeatable for certain audiences. That’s especially true when you want to reach your target market with particular time slots (certain multiple hours of the day) and/or specific programming. People will always watch TV, even though it’s getting harder to capture the attention of a younger audience who are texting, tweeting and watching their favorite show at the same time.

Radio can also be a very effective traditional communication medium, depending on how it is used and what customers are selling. Radio is considered a “frequency” medium (targeting a specific demographic as many times as possible). Radio will often be used as a complement to television, but not always. What can really improve radio’s effectiveness is endorsements from on-air personalities, which is especially true for sports and talk show personalities, who tend to have far more loyal followings than the average DJ.

Savvy media planners and buyers must thoroughly understand each customer’s target demographic and determine the best media mix to achieve maximum brand awareness and increase sales. They will then develop a strategic media buying plan based on various factors to ensure the client receives maximum ROI. More importantly, they will negotiate the actual media purchase based on the standard audience measurement of the particular medium. For example, with television, that measure can be determined by CMP (cost per thousand), CPP (cost per point), etc. The ultimate goal is not just to reach the masses, but to reach as many people as possible who understand the client’s target market, as many times as possible, at the best possible price.

While the media landscape is changing and evolving, some of the traditional methods of advertising still deliver fantastic results. Media planners and media buyers must not only consider traditional methods, but must also stay ahead of the curve and keep their clients’ goals at the forefront of their minds in order to be successful.