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Brothers Einstein Beat eBay Media Auction Model with Smart Syndication

Loser by a knockout, the fatally flawed eBay media auction concedes to the Brothers Einstein (http://brotherseinstein.com) and Smart Syndication (http://brotherseinstein.com/smart-syndication/).

The recent demise of eBay's media auction model surprised few industry experts, least of all the Brothers Einstein, owners and operators of Smart Syndication, the nation's only local agency-driven syndication network. "eBay had it exactly backwards," says digital media pioneer Jeff Einstein (http://brotherseinstein.com/the-brothers-einstein/jeff-einstein/). "The only true asset in the buy/sell media mating dance is an advertiser's dollar shares, not the media inventory. The eBay model failed because it started with the wrong asset, then drove the value down instead of up."

Brother Mike (http://brotherseinstein.com/the-brothers-einstein/mike-einstein/) continues: "Like the eBay model, our model features a reverse auction component. Unlike the eBay version, however, ours actually works. In fact, it always works. Over the past twelve years, our Smart Syndication spot TV/radio negotiating strategy has amassed an enviable track record of clutter-busting performance on behalf of advertisers like Wells Fargo Bank, Progressive Insurance, Subway Sandwiches, KFC, Sonic Restaurants, Sprint Long Distance, Miller Beer, Hawaiian Airlines, Pearl Vision, Outrigger Hotels and Resorts, Sylvan Learning Centers, and many more, in numerous major markets across the country."

The fact that Smart Syndication succeeds where eBay failed aside, Smart Syndication departs from the eBay model on several other key points:

- While the eBay version sought participation from second-tier cable networks, Smart Syndication targets local-markets exclusively -- where the bulk of commercial inventory resides.

- While the eBay version discouraged and repelled network participation, Smart Syndication actually compels local media franchises to participate -- enthusiastically.

- While the eBay version imposed price transparency on the networks in order to drive down inventory costs (no wonder the media wouldn't play along), Smart Syndication's unique buying strategy typically generates an additional 15-25% more target coverage -- above and beyond the best negotiated deal -- per market.

- While the eBay version was designed exclusively to facilitate media transactions, Smart Syndication was designed specifically to enhance performance by using proprietary, family-friendly vignette programming to create protective advertising environments within the commercial rotation.

- While eBay tacked on an additional transaction fee, all Smart Syndication fees are covered entirely by existing local media budgets. With Smart Syndication, neither the acquired target inventory nor the enhanced performance costs agencies and/or their clients a single penny extra.

In praising Smart Syndication, Rick Colsky of Colsky Media in San Francisco claims: "Smart Syndication creates a winning situation for all three participants: the client, the media, and the agency." Harvey Rabinowitz of Media Period in Detroit concurs: "Smart Syndication offers welcome relief for our agency and the television stations in a difficult economy. We all thank you for a unique approach to a conventional idea."

Concludes brother Jeff: "Add it up: more bang -- and improved performance -- for the exact same local media buck. That's why we call Smart Syndication a better media mousetrap."

About the Brothers Einstein

The Brothers Einstein own and operate The New EPA (the new Environmental Protection Agency), a creative strategy and brand consulting boutique designed to help small, rapid-growth companies protect their precious media investments with a more sober emphasis on superior creative marketing/advertising strategy and execution.

Contact: Jeff Einstein (http://brotherseinstein.com/contact-us/)

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