Paid Content: How Do You Know Your Ad Customer Wants It?


This ad salesperson developed an awesome paid content program for his customers. What are you waiting for?

The ad game has shifted and salespeople are not just selling advertising anymore! Paid content programs offer the opportunity for advertisers to pay publishers to create and distribute content for them, rather than just an advertisement.

Consider that many of your customers may not even know they want (or need) paid content. Why? Because they probably think of paid content as an old-fashioned, one-time advertorial that blurs the lines and looks cheesy.

It’s a brave new world in sponsored advertising models. Are you maximizing all these paid content opportunities for your customers?

  • Print – distributed with the publication
  • Sponsored column in your magazine or on your website
  • Digitally delivered white papers, special reports, videos
  • Social media sponsorship
  • Custom publishing
  • Events
  • Delivering custom content through any or all of your channels
  • Webinars, podcasts, demonstrations

Start by asking the right probing questions. Learn about your advertising customer’s goals, budget and metrics. Do they have new products, new solutions? Do they need content for their website, newsletters? Do they have videos/photos/reviews they want people to see?

Here’s the real value of paid content to your customers: Their paid content can have high visibility, they can be seen as thought leaders/experts in their industry AND it’s an opportunity to educate the consumer by featuring a solution to a problem. The added bonus? Paid content drives new lead gen for your advertiser.


Nancy O'Brien



More about Nancy: Nancy O’Brien is an Ad Sales expert,  Camp Niche Ad Sales Training speaker and Associate Publisher at Aviation International News.


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 –  Check it out!

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