In ad sales, you are always looking for something to keep you inspired and focused. Here are 3 great bits of timeless advice from our niche publishing experts to kick-off your magazine ad-selling week:
Publisher Geoff Hird on finding your audience-centric mojo:
“Our experience is that advertisers are always keen to meet, or make time on the phone, if you have something ‘of value’ to share with them – and audience demographic data that fits their potential customer profile is a door opener like no other.
Offering your best bundle
Total audience Marketing from Publisher Holly Scott:
“You can paint a picture about consumers buying patterns and how they (advertisers) need to build their marketing approach through a web of media channels. If they’re only advertising through one type of medium, they’ll be missing out on a much greater audience. Then the conversation turns to budget, and we devise a tailored program to achieve their marketing goals.”
So much more than circulation
Nancy O’Brien on how not to lose your client to the competition:
“If the customer prefers the competition because of price, show them Cost Per Thousand (CPM) by their specific target customer. If they think their circulation is better, show both your circulation statement and theirs. Point out their weaknesses. Then talk about advertising as being so much more than circulation–it’s about readership. Show them your most recent readership study.”
So there you have it. Three excellent tips from the experts on audience-centric, bundled, strong ad selling. May you hit your goals this week!
About this blogger: Diana Landau is the Content Wrangler for Niche Media. A former sales director and corporate marketing hack, she has now found nirvana in writing and wrangling quality content. Diana is a food, wine, art and SF Giants enthusiast…who sometimes gets carried away.
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–also created a blog all about creating and marketing targeted events: blog.NicheEventNation.com Check it out!