If you're a space seller, you know there's no nightmare worse than the cancellation of a premium position late in the schedule.
You scramble and inform your boss. Next, you and your colleagues start calling "friendly" advertisers, advertising agencies and media buying houses.
Finally, you manage to sell the space, at a discount -- and your yield goes for a six.
Imagine a solution that saved you all this pain.
And it's there for the asking.
It was in trying to understand my daughter's fascination with Orkut that forced me to understand Orkut better.
And in this quest, I stumbled upon Orkut Crush, which completely and totally fascinated me. Details here, in case you haven't read the previous post.
And then began a small debate on pigsandwings, and a richer, larger one on confusedofcalcutta.com that you can read here.
The concept is that media buyers or media departments give media houses blanket release orders for specified positions at "cancellation rates" (for want of a better phrase).
So the next time someone cancels the FPS for The Times of India at 7.00 PM, all that the scheduling department has to do is to pull out the first of the aforementioned blanket release orders -- which, for the sake of argument, CANNOT be cancelled. No making desperate calls, no embarrasment to the brand.
I can think of a number of media buyers who'll buy into this idea.
Any takers in media houses? I'll play Orkut in this game.