Roger C. Delaney

The article also quoted Zephyr Media Director, Roger Delaney on the subject of media costs by season or yearly quartes.

Roger Delaney, vice president and media director of Zephyr Media Group in Evanston, Ill., believes the second and third quarters are the most difficult.

"The obvious problem with second quarter for long form is that the stations are wanting April rates in June," he says, "while fourth quarter offers the same dilemma in reverse, with salespeople wanting December rates in October."

"For short form," Delaney continues, "second-quarter DR competes with sports and sweeps and the beginning of summer.
...
Delaney says that marketers sometimes have unrealistic expectations.

"It's imperative that the agency does everything it can to prepare the client for what a test will and won't do," he contends.

Roger C. Delaney : Vice President/Media Director [email] Roger C. Delaney brings a wealth of varied experience to his position as VP/Media Director of Zephyr Media. With over 15 years experience in the media industry, Roger has worked extensively in direct response short and long form as well as in the general advertising field. Roger worked for two years as the head of long form buying for NordicTrack, where he was also involved with short form television and radio buying. He has also purchased infomercial time for industry giants such as Ronco, Guthy-Renker, and Monster.com. As a senior short form television and radio buyer at the Haworth Group in Minneapolis, Roger worked with such well-known companies as Target, Marshall Fields, Mervyns, and other prominent national advertisers.