Publishing Management 101: How to Build a Winning Online Sales A-team



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We asked the experts about how to build an online sales A-team.

Publishers and sales coaches: Need help with your online sales playbook? Are there some great guidelines out there for building your A-Team?

You bet. We went to the experts from Mequoda Group, Don Nicholas and Ed Coburn, to find out some tips on recruitment, keeping your team motivated and retaining them for the long term.

Here’s what they told us:

Niche Media HQ: Are there certain qualities that successful online revenue teams possess? What should publishers look for in new talent?

Nicholas & Coburn:

“A successful online revenue team will have a range of personality types. The people responsible for creating new products will likely have a very different profile from the people who track and report your analytics. And, they’ll be very different from your online editor who handles your posts, your email, and social media content. There aren’t good or bad personality types, although some types tent to correspond better to success in certain positions. Hiring strong people is important, and understanding the successful people in different roles may have very different operating and communication styles is important. Assuming everyone works and communicates the same way you do is almost a guarantee for not getting the most out of your staff. “ [Read more…]

Summer of Niche: Events Are Made for Innovative Partnerships!



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Creating new, unique events with new partners can produce exciting results!

Creating powerful partnerships just got a whole lot more interesting! Sure, we have written plenty on this blog about creating successful, innovative partnerships and showcased a plethora of niche mags who do just that.

But how do you build on that?? How do you connect diverse groups to start something new and expand your reach beyond your current readers?

Edible South Florida did it—with amazing results!

Editor Gretchen Schmidt clued us in to how they took innovative partnerships to a whole new level last month by joining forces with other like-minded, creative groups to create a NEW, original blockbuster event.

Gretchen tells us how they did it:

“What made this event special was the unlikely and successful intersection of engaged followers in the world of the arts and poetry, botany and horticulture, and farming/food/chefs. Each of us got what we were looking for!” [Read more…]

In Ad Sales, Creativity Counts!



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Use your creativity to set you apart from the pack.

You’ve read all the ad sales books, attended all your sales trainings, practiced your role-playing with your sales manager. You know you need to focus on coaching vs sales-pitching. You’ve read all the blogs about the trends to watch. Now what? What else can you do to differentiate yourself from the pack?

Get creative!

Here are 5 areas where your creativity counts: [Read more…]

How to Craft Powerful Messages that Engage Your Audience



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Keynotes Debra Jasper and Betsy Hubbard share their insights with us on successful digital strategies.

The new challenge for niche publishers in this multi-media, multi-channel world is not about their message out, it’s about getting their message in. How do you get totally swamped readers, customers – even your own colleagues – to take time to engage with you? What really works?

We recently caught up with media experts Debra Jasper and Betsy Hubbard to find out what digital strategies are working well in this dizzying media age. Here are their insights:

Niche Media HQ:  What are 3 strategies that niche publishers can use to increase audience engagement?

Jasper & Hubbard:

The average attention span today is eight seconds. Eight seconds. That doesn’t mean people won’t tune in longer, but they are making snap decisions about whether your content is worth their time. So the most effective strategy for creating engagement is learning to craft short, visual, informal content that’s easy to take in. Sounds simple enough, but it often takes a willingness to rethink everything you’re doing. As the former directors of the Kiplinger Program in Public Affairs Journalism, we spent years helping long-form narrative writers and producers – at CNN, 60 Minutes, The Washington Post, Los Angeles Times and other top newsrooms – learn how to tell stories using new technologies and approaches. It’s not easy – you sometimes think, “what can I possibly say in a 140-character tweet?” But as it turns out, quite a lot. [Read more…]

Summer of Niche 2014: Provide Added Value to Your Advertisers and Your Audience



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Grow your advertising plan with a special projects program.

This week’s Summer of Niche Magazines great idea to share comes from Marketing Director Sarah Farlee and the High Plains Journal: With traditional advertising programs evolving, this niche publication developed a highly successful, revenue-generating program of Special Projects.

Sarah explains how it works: 

“We were inspired by the need to evolve with our clients and the shift in standard media buying. As PR budgets increased and media budgets decreased we had to adapt. Our advertisers want to engage with our audience, they want something they can monitor or see results. [Read more…]

Ad Sales Strategy: Re-think Your Proposal Process



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Your advertisers are super-busy all the time. Simplify your proposals for success!

Most sales people see proposals as the most critical factor of the entire sales process. They truly hang their success on the proposal they send.  This is very flawed, yet very common.  Why? Because we know that the vast majority of people scan and do not really read. That means you are pinning your success on a document that might be 25% read and 75% ignored.     

To compound the problem, most people require visuals to comprehend a complex matter. Your written proposals are probably helping you lose you a ton of business. [Read more…]