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574 results total, viewing 561 - 570
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The local media sales force of the future will be comprised of digitally savvy experts able to tailor suite of products and services to deliver measureable results for clients. Legacy media will be an important but smaller portion of total revenues.
But only a few, companies, are moving at sufficient pace to accomplish this transformation in time to replace diminishing legacy dollars.
Among them, Hearst Newspapers' Chron.com stands out. Typically the beta site for new product launches, the site's sales force is the number one in sales in the Yahoo Consortium. VP of Digital Sales, Stephen Weis, shared his strategies in transforming Chron.com sales culture with us. Here are ten key take-aways from that interview:
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Alisa Cromer
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8/7/10
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Local media are deploying larger and more interactive ad units for premium customers. A variety of inexpensive platforms make these ads efficient to build and sell. This report gives a full break down of what's available, strengths and weakness of each and a to-do list to get started selling the new units. Included are the six IAB Rising Stars, social media ads,and how to get into the game.
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Alisa Cromer
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5/16/12
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Why is everyone so interested in obits? To start with, there are hundreds of millions at stake, besides a significant percentage of site traffic. And the field is evolving. Our new channel on obituary revenues tracks some of the most interesting initiatives that are working now.
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Alisa Cromer
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8/28/14
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It still surprises me how few local media sites offer simple conversion tracking tools to advertisers.
For years large and small companies have deployed a variety of lead gen and data capture tools on the internet. But thousands of local media companies still don't offer advertisers this capability.
What are you waiting for?
Even advertisers in love with their web sites don't always get excited over a few dozen clicks. Or even a scintillating CTR of .24%. My sources often sound apoligetic when relaying the puny post decimal number that describes a terrific, high performance campaign: "That's actually a decent number."
Of course we work on setting up advertisers expectations (a click is an action, kind of like a walk in, right?) But merely pointing out that anything above .04% click through in a banner ad is a success, can just devalue banner advertising as a viable platform in general.
Show the real value by capturing the more significant "next" action.
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8/8/10
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Local businesses know they need social media and there is intense interest in how to create an audience development and engagement plan. Enter the new "agency-style" Facebook experts and custom-app resellers at local media companies. Early to market with some serious home-runs under its belt is Lee Enterprises. An initiative led by Tim D'Avis, Director of Digital, at Quad-City times and a team of new social media sellers, has garnered 250 customers in six months company-wide, and media sales for single contests in the $5000 to $15,000 range. Here's how they put together their plan, with three fan-building successes in the auto, pizza and casino industries.
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Alisa Cromer
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6/2/12
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With a 98% month-over-month retention rate for a digital services agency whose revenues have grown ten fold in a few short years, Morris Publishing Group is on to something. Mark Lane, VP of Sales, Morris Publishing Group, describes it as compounding - or the ability for small annual sales of $400 a month, week after week, to accumulate like an annuity. But only if they are retained. The following is a checklist of the most critical elements in ensuring maximum retention of clients.
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Alisa Cromer
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6/11/14
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Looking for a contest with multiple sponsors from the salon and beauty industry? Here's a great "makeover" contest that should go in the tool-box.
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Alisa Cromer
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6/2/12
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It's difficult to run work from home teams - but not impossible. Large companies are experts at it, but for local media companies with their history of mentor-style training and rigid in-the-office/out-of-the-office rules managing work from elsewhere employees is a challenge. Here are some tips from Morris Publishing Group, a company whose digital managers or sellers report to a corporate office and work out-of-home or car.
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Alisa Cromer
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6/11/14
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At a recent media conference, several media executives passionately vouched for personality "assessments" of all employees and new hires. We followed up with a look at how they use tests and their favorite test suppliers.
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Alisa Cromer
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7/30/11
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When a survey of advertisers told the Palm Beach Post "stop pitching us products" and help us go digital, Palm Beach Post decided to create an internal ad agency. In its first quarter of operations, the "agency" conducted 55 "brain-storming sessions" for clients that resulted in 22 advertising campaigns and a collective growth rate of 90%. Here is how the department was put together:
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Alisa Cromer
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8/15/10
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