Why should we retain the services of an external distributor; wouldn it be much cheaper to buy media lists and distribute the PSAs ourselves?
As with many things in life, you get what you pay for. In a few cases of which we are aware such as the Partnership for a Drug-Free America, PSAs can be distributed successfully using internal resources, but they have spent years developing local coalitions which help them get PSAs to stations. There are a variety of things to consider in PSA distribution above and beyond just having a media list. For example, TV stations now prefer getting PSAs in a variety of different dub formats (we distribute PSAs in six different tape formats) and if you don’t send stations what they want, your chances of getting airtime are slim. In a universe of at least 40,000 mass media outlets, you also must know which media outlets do and do not use PSAs to maximize your resources. Finally, there are complex evaluation procedures that require sophisticated reporting software to provide meaningful results. A professional distribution service offers these services and can handle all the other details associat
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