Good media buying is half science and half art. It means analyzing demographic data and research. It means identifying the channels of communication that are most commonly shared by your target audience. And, it means sifting through volumes of numbers to be sure that only the most efficient means are considered. And don’t forget trending: an increasingly important strategy in today’s media landscape. Then comes the art: intuition, an instinct for timing and the kind of creative thinking that finds added value and connects otherwise overlooked opportunities. Finally, throw in a talent for negotiation. We call it Creative Media because so much more goes into it than just numbers.