TV Stations' Use of Barter to Finance Programs and Advertisements

Prof W Wossen Kassaye and Joseph P Vaccaro

A discussion of TV buying and selling by barter. History and legislative background summarised, and why this makes barter attractive.

TV Stations' Use of Barter to Finance Programs and Advertisements

W Wossen Kassaye and Joseph P Vaccaro

Barter - a form of transaction that requires the seller (eg, TV station) to make a contractual obligation to the buyer (eg, advertiser) to accept full or partial payment in goods and/or services - is one of the most interesting and least understood aspects of media planning. Because the media buyer trades goods and services to the media seller for advertising time and space, barter is also known in the industry as trade for mention.

Some in the industry feel that...

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