Media Buying Editing and Proofreading Services

Media buying is where a marketing budget actually goes, and the document justifying it is read by people who cannot evaluate its central claims. A plan says the campaign will reach 68% of the target at an average frequency of 4.2, at a cost per thousand below the market benchmark. The client approves it. Nobody in the room can say whether the audience definition matches the brand's actual buyers, whether the reach figure is deduplicated across platforms, or what the benchmark is a benchmark of.

We edit what media agencies and in-house buying teams produce — media plans and their rationale documents, audience definitions and targeting strategy, channel selection and budget allocation rationale, reach, frequency and coverage explanations, cost and benchmark documentation, campaign flighting and phasing rationale, digital buying and programmatic explanations, brand safety and inventory quality documentation, measurement and attribution plans, post-campaign analysis and reconciliation, client reporting templates and commentary, media owner negotiation and trading documentation, and pitch and credentials material. Our editors work on whether the plan's claims can be checked.

The audience and reach section is where a plan is either defensible or decorative. The recurring problem is that the audience is defined by a demographic the buying platforms can address rather than by who buys the product, and the reach figure is a sum of platform estimates that count the same person several times. We write these so the audience definition states its basis — whether it comes from the brand's own customer data, a research panel, or a planning assumption, and how well it corresponds to actual buyers; so the reach figure states whether it is deduplicated and across which platforms it is not; so any benchmark names its source, its market and its date, since a cost per thousand described as below benchmark without those is a claim about nothing; and so the frequency target is justified by an argument rather than by convention, because average frequency conceals a distribution in which most people saw it once and a few saw it thirty times. Plans written this way survive the post-campaign meeting.

Everything you send is treated in confidence, including trading terms, client budgets and campaign plans. We are editors rather than media planners or buyers, and we offer no view on channel selection, audience data, pricing or performance. What we can do is make the rationale legible and the claims traceable to something.