You’ve heard the expression “you are known by the company you keep” - well here is just a sample of the clients we have worked with recently:

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!

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?
• What is their background?
• Have they worked with "modest" budget campaigns?
• Do they buy for commercial as well as political clients?
• How have they handled "equal opportunity" access issues in the past?
• How many other campaigns will they be buying for this year?
• Will they consider all media/programming alternatives?

LUC Media looks at each campaign individually putting together a buy properly targeting your potential voters using all the old and new media tools available.

Any firm that tells you that 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.

The most common mistake we find is that stations let the lawyers write the disclosure statements outlining how they (the station) sells its commercial time. Why is this a mistake? Because the salespeople don’t’ sell the way the lawyers say they do and this opens “opportunities.”

LUC Media’s definition of a "good" disclosure statement meets the following five criteria:

• A complete description and definition of each class of time available for purchase.
• A clear and concise description of the Lowest Unit Charge and any related privileges or each class of time offered to commercial advertisers.
• A factual description of the station's method of selling preemptible time based upon demand.
• An approximation of the likelihood of preemption for each type of preemptible time.
• A full explanation of the station's sales practices regarding preemption, audience guarantees, pod placement, log deadlines and variances granted, and any other privilages available to regular commercial advertisers.

Make no mistake, we don’t believe that what they write is how they operate (remember the lawyers wrote the document) so we question and pester until satisfied that we understand everything and then we make the stations live up to what they have disclosed.

YOU Are OUR Most Favored Advertiser!

We are experts at exploiting the advantages that the law provides for political candidates so that they are treated just like those who spend millions every year with stations.

We fight to make sure that every LUC client receives all of the benefits “the big boys” get and that we are entitled to no matter how big or small the schedule.

What benefits you ask?

• Premium pod placement
• Commmercial separation guarantees
• “Flexible” log deadlines
• Progressive preempt ion protection
• Audience guarantees
• Offers of “specials” or package perks

Our ability to snag any or all of these can lead to a competitive advantage when you need it most... before the election is over.

The sales practices disclosed by stations will tell you that there are two available rates for advertising time - preemptible or not.

LIAR LIAR PANTS ON FIRE!!!

What they fail to mention is that there are in fact "invisible" rates available as well.  The truth is that most stations sell time “at auction” which means the more you pay the least likely you are to be blown out – even within the same class of time.

Stations hate that LUC knows how to get your ads on the air without paying the higher non-preemptible rates and how to position your campaign to receive rebates which translates into more time for the same dollars.

That's what makes LUC Media different.

Changed laws = changed tactics

First it was BRCA making candidates stand behind the accusations they were making, then it was restrictions on when you air what kind of ads, now it is the “Citizens United” decision allowing companies and others to flood the airwaves in direct support (right) of candidates. All of this has changed how the game is to be played.

So while other buying firms wring their hands in despair we say “no reason to panic.”

It is this simple: LUC Media is better equipped than anyone else in making sure that the your ads get and stay on the air because one of the nation's foremost experts in FCC political broadcasting law is on this team. We literally rewrote the book on political ad rules in the early ‘90s.