Ryan Dohrn’s 5 Links to Sales Success!



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Looking for new revenue ideas? Check out sales expert Ryan Dohrn’s 5 links.

Ryan Dohrn gets around. As a sales coach, speaker, author and guest-blogger, he is always out there in the niche magazine universe, sharing his ideas and helping publishers and their sales teams find new ways to create revenue.

Here’s 5 quick links to stoke your sales week: [Read more…]

Ad Sales: Find Your Superstar Sales Voice!



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Yeah, you can rock it! Cultivate a superstar sales voice with these easy tips.

You meet with prospects and clients all week long. Are you making a memorable impression? Do you exude the confidence of a superstar? On The Voice, the contestants only have seconds to wow the judges and get them to swivel their fancy chairs around to commit. Don’t you want to improve your sales voice and prompt your clients to a stellar “YES!”– like a superstar?

Here’s 7 quickie tips to finding your winning sales voice: 

[Read more…]

An Interview with Ronda Hughes: How to Better Use the Data You Already Have!



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Audience development expert Ronda Hughes, of UBM Life Sciences, shares her insights on using the right data.

The big buzz phrase is “Big Data” and that can be big-time daunting for niche media companies. What if you could make big improvements to your business just by making better use of the data you already have??

We asked audience data wiz Ronda Hughes to explain–in plain English–about collecting, integrating, and analyzing audience data and behaviors to improve engagement, develop new products and grow additional revenue streams.

[Read more…]

Your Editors Can Be Your Next Revenue Rockstars!



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Say what now? Yes, it’s true–your editors and content creators can be your next revenue rockstars.

The most under-utilized asset in a publisher’s portfolio is the editorial talent they employ. The publishers who have embraced the new mindset that bylines are now brands have realized new revenue streams, created new events, launched new web properties, even spun-off new lines of business. The future of the publishing industry isn’t in expanding your masthead brand, it’s in elevating your talent.

[Read more…]

Take Your Time Back! Lauren Publications Streamlined Sales & Production with The Magazine Manager



Dallas Child Magazine

Lauren Publications’ Dallas Child Magazine is determined to stay local, stay current, and keep evolving.

Lauren Publications, which publishes 5 regional magazines targeting mothers 25-54 and hosts numerous events, is on a mission to stay local, stay current, and keep evolving to better all of their products for their readers and advertisers. To this end they are keeping in step with the digital trends and innovations in the magazine publishing industry: increasing their social media presence, using email blasts to actively grow their base, and developing a mobile app and tablet edition. Combine this with a conversational, engaging tone, a passion for being a trusted resource for their readers, and a prime target demographic for advertisers and you have the magic formula for niche publishing success.

“Change is good,” said Sales Development Director Alison Davis, “We refuse to stay the status quo and evolve continually to better ourselves and our organization.” This doesn’t just mean adding snazzy digital content – it also means trying new ways of doing things, particularly as their publications grow. Lauren Publications uses The Magazine Manager (TMM) to streamline both production and sales. [Read more…]

5 Ways Magazine Publishers Can Boost Online Advertising Sales



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Boost your online sales AND your online revenue.

So you showed up late to the web party and you gave your online ads away for years... the search for the elusive online ad dollar seems to be like a never ending game of cat and mouse, doesn’t it?  So, should publishers just give up on the web and move to new dollars?  Perhaps look harder at mobile or tablet technology?  The answer is a flat out…

Yes and No.

Should publishers just give up on the web and move on to emerging technologies?  Yes, you need to keep your eye on new technology! However, you should still be skeptical of revenue potential: even recent advancements by Google in the mobile advertising space have held little hope of near future revenue.

And No— you should not give up on the web.  The issue is training.  You have trained your clients to undervalue your digital products and your sale staff continues to tell a boooooring story about it.

Here are 5 great yet simple ways you can try to boost online sales this week: [Read more…]

50 Revenue Ideas for Niche Magazine Publishers



We asked the 2013 Niche Magazine Conference attendees to share the best revenue strategies for niche magazine publishers that they learned at the event. Here are 50 of the best! Do you have a great idea that isn’t on this list? Tell us about it in the comments!

Implementing even one new idea can have a HUGE return! Have fun with 50!

Implementing even one new idea can have a HUGE return! Have fun with 50!

1. The world of media has changed – embrace new technology by doing everything. Try out every new social media outlet to see what works for your business and be an educating source for marketers.

2. Create new content for your website, not just regurgitated material from your print magazine. This gives people a reason to constantly return to your website, thus creating more traffic for online advertisements.

3. Create spec ads for potential advertisers to boost close rates. Ask reps to submit one per month.

4. Not all magazines are created equal in terms of advertising rates. A family magazine won’t be able to charge as much per thousand as a B2B or doctor’s magazine. Take that into account in your overall advertising strategy.

5. Make a content calendar for your website (editorial calendar on steroids) that contains everything from blogs to video. Strategically plan your online content while taking into account what has been successful in the past. [Read more…]

Connect with Your Prospects – Weird Database Fields for Better Ad Sales – Part 2



I have always had weird Ad Sales database fields that yield great results. You need a better Ad sales database if you want to target your clients better, know your clients better. It means going beyond the typical fields with typical contact info and creating the weird database fields  I wrote about on a previously. Here is one key, kinda weird database field that deserves special attention:

Special Interest of Clients: When you talk to new prospects they often go into this monotone “Yes-and/or-No” robot mode when you call them. They are trying to give you no sign of life with the hope you will just go away.

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Find out what your prospects enjoy in their spare time and you will be “spot on” in grabbing their attention.

A long time ago I had a big time prospect that would do this all the time. In frustration I said, “Jim, I just want to ask you ONE question and then I’ll let you go.  If you could do anything you want on a Saturday afternoon what would it be?”    I “heard” an immediate smile in his voice and he said, ” Play with my Dalmatian puppy.”

For two months I continuously sent him stuff in the mail that was in Dalmatian colors–black and white. He ended up buying a $40,000 ad program from me. So, whenever I talk to a new prospect or client I always ask them what they like to do in their spare time or what their hobby is — whether it’s knitting, cooking, rooting for Alabama football or brewing beer. I put the info into my database and have sold a ton of advertising as a result.

(Side benefit for Niche Magazine Conference Attendees–you make so many new biz contacts outside your own niche that I bet they can help you with ideas on what to send that client that enjoys foxhunting or knitting or home brewing or…..) How have you improved your Ad Sales database in 2013? Tell us on Facebook or Twitter.

 

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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!

– Twitter: @NicheMediaHQ
– Facebook: NicheMediaHQ
– LinkedIn: Niche Media Network
– YouTube: NicheMediaHQ

 

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Research Makes You An Ad Sales Superstar



We interviewed Nancy O’Brien recently, a popular speaker at our Camp Niche Ad Sales Trainings. She knows a simple, straightforward way  to make you a Superstar in Ad Sales. “When talking with your customers about ad sales, it’s important to also provide valuable research that they can use in their business. Think of yourself as not just an ad salesperson but also a marketing consultant with information that will make your customers look good,” Nancy tells us.  The carefully gleaned information you provide to your customers can be about a product, service, industry or about marketing in general–just as long as it’s helpful to them.
Here are some solid reasons for doing your (and their) homework:

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Research should be a key component of your advertising sales plan.

  • Research can prove that the customer made the right decision buying advertising from you in the first place
  • Marketers love research as it helps them understand their customers and their own products better
  • Providing research sets you apart from your competitors by providing a valuable service
  • Very few ad sales reps offer research for their customers – it puts you in the Big League
And don’t wait for your publisher to do it – be proactive and do it yourself. Make it part of your routine to research on an ongoing basis to provide your customers with current market trends. Sure, you do research for feedback when a new ad campaign is launched–but do it again at 12 months and at 18 months. Use a search engine to compile data. The search feature on your own website may be a goldmine of data for you.
And what’s in it for you to do all this “extra” work? Every research project you do MAKES you learn more about your customer and your marketplace. Who knows? If you become consistent at providing great customized data, you could have access to executive level decision makers who want to see what you have to show them. Solid research will also keep your customers coming back for more at contract renewal time too.
Want to learn more? We’ll give you 6 ways next week to conduct research for your clients and prospects. You can also ask us on Facebook or Twitter.

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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!

– Twitter: @NicheMediaHQ
– Facebook: NicheMediaHQ
– LinkedIn: Niche Media Network
– YouTube: NicheMediaHQ

 

Image from freedigitalphotos.net

Ad Sales People: Pick up the Damn Phone!



Carl Landau By Carl Landau, Niche Media’s Grand Poobah

 My biggest pet peeve with today’s new ad sales people is that they rely too much on emails! Hey, I love email. It’s a great way to communicate with many people in a fast and efficient way. Media buyers prefer emails as well. they love it because they can turn you down very quickly and efficiently in an email reply.

I know that it’s totally old school, but here’s an idea: Pick up the damn phone. The phone call is so outdated and underused that it’s become the new latest thing. Just think about how few phone calls we get now compared to 10 years ago. It is almost quaint these days to get a personal phone call. It’s much more effective in overcoming objections. You can endear yourself to new prospects and also to get a feel for the “tone” of prospects. You often can’t get that in an email. People misread the tone of emails all the time. When you actually call someone, breathing and laughing are really good vital signs.  ID-10063996

Use an opening email to set up a time to call prospects. They appreciate you asking them when is a good time to chat. I always tell them that I literally will only talk to them for 5 minutes and want to find out more about their product, company, plan, etc., and I have a few ideas that I think will work for them. Here’s the secret: I stick to the time limit and talk all about them on the first call.

I actually have one or two ideas for them other than advertising in our magazine or website. Advertisers appreciate my approach and are usually open to me talking to them for a longer time—provided that I’m sincerely interested in THEM and have some unique idea. Then I always follow up with an email. Every call.

See…”the phone call” is the new 40 and the new black rolled into one!!!

Have great ideas for using sales phone calls effectively? Tell us here or on Facebook or Twitter.

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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!

– Twitter: @NicheMediaHQ
– Facebook: NicheMediaHQ
– LinkedIn: Niche Media Network
– YouTube: NicheMediaHQ

 

Image from freedigitalphotos.net