Before you buy as space from a media publication, blog, radio show or print magazine do understand what you are looking to gain from that outlet. Know the basic terms that are used to measure the activity of your content. I've suggested a few of these basic terms and their meanings and what it should mean to you in parenthesis.
REACH. IMPRESSIONS. ENGAGEMENT. Some basic definitions on each of the key media metrics:
* Reach: the number of people who see your content. (Know what a platforms reach is to determine if your investment in them is worth it)
* Impressions: the number of times your content is displayed. (The easiest sell for advertisers but to be seen in as many places as possible is step in the right direction for your product.)
* Engagement: the number of interactions people have with your content (i.e.: likes, comments, shares, retweets, etc.) (The crux of all media marketing, promotion and advertising investments. This is where the potential for conversion of sales and growth is determined.)