Woodruff Sweitzer announced Tuesday the launch of a strategic media buying company, True Media.
The company is an independent division of Woodruff Sweitzer that will concentrate on media purchasing, planning, placement and analysis. The business is scheduled to open March 1.
Woodruff Sweitzer President Terry Woodruff said his company had been considering the launch of a media buying division for a couple of years. Woodruff and his colleagues researched the possible client base for the new services. They also considered Woodruff Sweitzer’s industry software and personnel resources.
“We needed the personnel to run True, and in our minds those folks have not been available until recently,” Woodruff said. “We think we probably got the two best people.”
Jack Miller, former marketing manager for Cumulus-owned radio stations in Columbia, is president and co-owner of True Media. Jim Hall, former national and regional sales manager for KMIZ/Channel 17, is True Media’s general manager.
“They were chosen for their expertise in media,” Woodruff Sweitzer spokesman Mark Farnen said. “True Media expands people’s ability to take advantage of a media buy the best they can, and they have a great deal of experience in that field.”
Instead of focusing on the creative portion of advertising and marketing, True Media will commit to analyzing clients’ advertising slot purchases. The company will also use tracking software to try to ensure clients’ advertisements get the exposure that media outlets promise.
“Some of the local Central Missouri businesses that spend considerable amounts of money in their advertising efforts have not had any justification of getting their money’s worth,” Hall said. True Media will work to give clients that justification and to hold media companies accountable.
Hall said he doesn’t want the company to overwhelm itself and that he’d like to expand True Media’s client base over the next year.
“I would like to see us not trying to serve the world, but certainly with a nice group of clients that are grateful to have our services,” Hall said.