Seriously, advertisers don’t want to be “advertisers” anymore. That means ad sales people are finding that selling an ad page is very difficult. Add banners to the list of undesirable products, too. So, what do you do?
Here’s the situation: Buying ad sales is out. Buying booth spaces is so yesterday. But buying custom sponsorships is in, baby!!! Just give them what they want and make more money. Not such a bad deal if you play your cards right.
My point: This is the very same advertiser who is turning you down for the traditional buy, so you better figure out how to give them what they want.
Why are they doing this to ad sales reps? Because today’s marketer wants to figure out a way to stand out. Because in the online world they feel like they are publishers themselves now. They think they know what works best for them. (And they probably do.)
But remember, they still want/need a piece of the niche audience YOUR publication developed. Nobody knows your audience like you do, so capitalize on your unique position! Don’t fight ‘em—sell ’em!
Each advertiser is different—some may want be involved in a podcast or webinar. Some may want to sponsor this month’s product page on the web. Some may even want to be sponsor of a high tech demo hour at your next event. Most are interested in sponsored content on your site and/or want to add sponsored video.
Often it ends up that the advertisers also want some print advertising or a booth as well to round out the package. The key thing is to go to them with an open mind. Have a pricing schedule that you can stick to. Develop sponsorship programs that still provide value to your audience and your magazine, too.
You’ve got a bunch of advertisers that won’t advertise with you—right under your nose! Just start customizing…which translates into making lots of money.
About the blogger: Carl Landau is Grand Poobah of Niche Media. He is a media/event guru, SF Giants fan and part-time blogger. His 15 minutes of fame took place in the mid-eighties when he launched his famous, “Buy an Ad, Get a Cat” ad campaign. He has long since patched things up with the SPCA. Check out the all new Niche EventFest this fall in New Orleans and the 2014 Niche Digital Conference in Minneapolis!
Niche Media has created super niched-out events specifically for magazine publishers for over 12 years. We’ve helped pave the way for the era of boutique events that connect specific audiences and provide great educational, friendly and super-fun environments! Plus, Carl Landau – Niche Media’s Grand Poobah – just launched a blog all about creating and marketing targeted events – blog.NicheEventNation.com Check it out!