When I started out in advertising sales, I sold ads.
I sold ads very simply—my advertisers wanted to reach the audience who picks up my print magazine, and I sold them that ad. I spent hours talking about the demographics of the print reader. Once the prospect bought an ad, we talked about their creative, and wham, they were published in my publication.
I don’t sell ads anymore. You shouldn’t either.
Media sales is no longer about a “one-off ad.” The main difference in selling in today’s climate is that you never know how readers will access your magazine. Today’s consumers are more mobile than ever. They are reading magazines, but they could be accessing them in print, online, through a blog, or fan page—and on multiple devices.
The key is to help your advertisers understand why an integrated marketing plan is vital to their business success. How do you do that? You tell them you can customize highly-integrated media packages to ensure your advertisers are everywhere their readers are. [Read more…]