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...