Any firm can look at demographics, read a rate card and place an order. But, it takes a lot more than looking at "the numbers" to make a buy successful.

Experience Matters -  Relationships with stations and their sales reps go a long way during campaign crunch time. Diligence, persistence and attention to detail are all important pieces of a successful effort.

Here are some questions you should ask before you make a decision:

• How long have the buyers been with the firm?
• 2. What is their background?
• 3. Have they worked with "modest" budget campaigns?
• 4. Do they buy for commercial as well as political clients?
• 5. How have they handled "equal opportunity" access issues in the past?
• 6. How many other campaigns will they be buying for this year?
• 7. Will they consider all the alternatives?

At LUC Media, we look at each campaign individually and put together a buy that properly targets your potential voters. Any firm that tells you that the only answer is buying during the morning and evening news, or expensive prime time network programming, does not want to take the time to do the job right.