Expert: Peter Gabany - 9/25/2008

Question
My question has to do with the fees that we should charge for our different services. I have been in media sales for over 18 years and have purchased advertising for my clients on other stations and television networks on a small level. I was a General Sales Manager and was recently laid off due to "budget cuts". I have decided to step out and go full time into making my agency a full service agency, but I'm unsure of what I should charge for our many services.

I am wondering if their is a course I can take, organization I can join to be mentored, or book I can read to make sure that my agency gets paid the right fees. I'm the sole employee/owner and want to grow my agency correctly.

Thank you for reaching back to help the rest of us run a little faster.

Walker Worldwide Enterprises
Steven E. Walker
919-306-1496

Answer
Steven,

If I said go to Northwestern and take their integrated communications program would that be the type of thing that you are looking for?

I sort of did what you are attempting to do back in 1986 and we are now an agency of 8 + 4 freelancers.

There is so much that I could tell you but holy cow!!! It would take some effort and much time.

Texas A&M is another great Ad school. I'm pretty certain that AAAA has courses and have you thought of any of the agency networks - Tony Mikes' Second Wind being about the largest and has training sessions throughout the US.

By the way, I'm in Canada and it is hard to make recommendations without knowing where you are from.

thank you

Pete