Media planners and media buyers are overworked. Yet the importance of Media planning and media buying has soared with the fragmentation of media audiences due the explosion of thousands of new media

The use of media advertising has grown to over $300 billion in the USA. New media technology has become rapid and quick. Never before has media been so much in the forefront of such business, marketing, information, entertainment and education. Companies want quick and profitable results for their business. Through media advertisements, information is easily disseminated, and it is far reaching. “The medium is the Message,” so McLuhan said.

Much is demanded of media planning and media buying practitioners. To be able to come to expectations media planners have one thousand and one things to get done. They too are just humans. They need all the assistance they can get.

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