AD SALES 360° » Media Sales Business

Content marketing vs. traditional publishing

Len — Mon, 26 Jul 2010 16:58:03 +0000

Content marketing specialists are working to convince advertisers and marketers to act more like publishers. How? By creating their own content, instead of sponsoring the content (via advertising) of traditional publishers.

Read this blog post from Joe Pulizzi, founder of Junta42, and then watch the short video at the end.

Traditional publishers need to recognize this challenge, and then find a way to take advantage of it. One solution: offer custom content creation services to your current advertisers. After all, your editorial team members are experts at content creation, and your sales team are (or should be) experts at selling the creative output of your editors.

Personal Sales Touch

Len — Mon, 12 Oct 2009 23:06:26 +0000

Here’s a good article from Rance Crain of Crain Communications talking about why it’s important for B2B publishers to emphasize the personal touch when it comes to selling their magazine’s audience to advertisers:

Is the art of selling becoming too technical and impersonal? Are we in danger of relying on sales leads generated deep in cyberspace without any firsthand understanding of what our prospects really want? Has personal selling become a relic of the golden days of commerce? Do relationships and access to the key buyers mean much anymore?

Click here to read more.

What a great time to be in the media business

Len — Wed, 10 Jun 2009 23:11:54 +0000

The best business models and the best content will thrive, while low-value, “me-too” media will fade away. It’s stressful and nerve-wracking, but at the same time exciting and energizing. We’ll always need content — whether its news, advice, analysis, entertainment, or inside information — and smart advertisers will always want their brands to be associated with quality content, whether it’s print or digital, if it reaches their target market.