Creating the Best of Both: How to Sell Digital AND Print for the Ultimate Ad Package



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Associate Publisher and Sales Expert Nancy O’Brien shares her insights on selling the ultimate package.

Many advertisers think that digital is the less expensive alternative when really it’s not. And more than ever, advertisers are turning to Google AdWords, Facebook and other online-only digital ad opportunities….and leaving you and your niche magazine’s advertising opportunities out in the cold. So what’s the best way to overcome this “either-or” way of thinking?

We consulted Ad Sales Expert Nancy O’Brien on ways to prove that traditional media is alive, well and needed–as well as how to advance your conversations about your digital products at the same time. [Read more…]

Avoid “TMI” In Media Ad Sales!!



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Don’t pile on the percentages–avoid TMI!

You are a media ad sales rep on your game. You know your stats, your pricing, your integrated packages, your creative revenue strategies. You are positively full to the brim with great ideas for your advertising clients.

But wait! You’ve got all the data, but are you guilty of “Sales TMI”?

You know, by sending way too much information to your client before they are even ready to hear it. At best, you will bore them, confuse them and/or irritate them.

How does information overload slow your sales success? Here are some common mistakes and how to avoid them: [Read more…]

Putting It All Together: Integrated Ad Proposal Perfection



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Ad Sales expert Nancy O’Brien gives her insights into the perfect product packaging.

Do you try to sell a little of everything, sometimes wondering if you’ve got the right mix? Do your your prospective clients understand the value of each of your products? We caught up with with Ad Sales superstar Nancy O’Brien to get insight on this ad sales hot topic.

NMHQ: First, how should publishers and their sales teams determine the value of each of their products?

Nancy O: The value for selling advertising should be based on the size and quality of the audience it reaches. If you have an e-newsletter with 10,000 recipients but they have not opted-in to receive it and the open rate is less than 20%, then that would be priced less than one with opt-in subscribers and a higher open rate.

The same goes for website advertising – how many impressions will the ad get each month? The more impressions the higher the value. As for print advertising, we have always looked at CPM as a gauge for determining the value and the price of advertising.

Most importantly, however, is to be in tune with the competitors and their pricing. Sales reps should always be prepared to defend their pricing, and their value, with data.

NMHQ: What are 3 key guidelines for niche publishers to consider when creating a truly integrated ad proposal? [Read more…]

Ask Carl: What’s New in Ad Sales?



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Indiana Carl talks about what’s changed
and what’s new with ad sales.

Hello out there, all you ad sales reps and raiders of the lost niche! To change things up a bit, we thought we’d go straight to the source for this niche magazine ad sales post.

Carl Landau is kinda like the Indiana Jones of Ad Sales—he’s been around the ad sales block, deep down in the trenches, bullwhipped his competition, soared to new sales heights—all while successfully avoiding the evil snakes and finding the holy niche grail.

We thought we would make him stand still for a moment and get him to talk about his ad sales insights with us. [Read more…]