tag:blogger.com,1999:blog-5915018894001098396.post3347700241348122907..comments2023-08-06T07:09:51.099-04:00Comments on News after Newspapers: Nuts and bolts: maximizing online ad sales on newspaper sitesUnknownnoreply@blogger.comBlogger5125tag:blogger.com,1999:blog-5915018894001098396.post-8493676295302382602010-01-09T10:34:37.063-05:002010-01-09T10:34:37.063-05:00This comment has been removed by a blog administrator.david.softechhttps://www.blogger.com/profile/10019565301170508116noreply@blogger.comtag:blogger.com,1999:blog-5915018894001098396.post-18181571777447987462009-11-27T20:14:45.192-05:002009-11-27T20:14:45.192-05:00This comment has been removed by a blog administrator.islamiyethttp://www.islamiyete.comnoreply@blogger.comtag:blogger.com,1999:blog-5915018894001098396.post-20413461335850492182009-01-27T19:49:00.000-05:002009-01-27T19:49:00.000-05:00Welcome to the world of online advertising.Your po...Welcome to the world of online advertising.<BR/><BR/>Your point number 2<BR/>If you are only chasing local ad dollars, then I would wholly agree, however if you are actively pursuing Regional and National Brand advertisers, there exists for the most part several media buyers, print, interactive functioning at the same agency within a different division. There are agencies, who do nothing but onlime media, planning on buying.<BR/><BR/>Not sepearting the teams, is like asking a Radio seller to call on a Print Buyer and a Print Seller to call on an Interactive buyer. <BR/><BR/>Selling to a particular portion of a marketers media mix and their agency requires a certain amount of specialization.<BR/><BR/>In point number 3 you mention the "long tail" ironically you are describing most newspaper sites.<BR/><BR/>Can you bring a critical mass of unique visitors to the table to an advertiser?<BR/><BR/>CBS Sports, gathers 173 million unique vistors per month<BR/><BR/>NYT.com upwards of 20 mm<BR/>Wapo.com 20 mm<BR/><BR/>Once again, assume you are chasing national advertising dollars. In order for an interactive media buyer to buy reach, he/she needs to put together and deal with far too many media sellers, far too many reports, far too many invoices. If this is starting to sound familiar, thing of any of the national advertising aggregators that most small circ papers have depended on for years for a piece of the national advertising market. The same is true online.<BR/><BR/>Reach, Targeting, and Quality of Audience all due to content, is the value proposition we bring to bear online. Miss the mark on any of the 3, and the liklihood is that few if any national ad dollars will be generated.<BR/><BR/><BR/>Training is a function of having an open mind when taking it. There are hundreds of online reps who were trained by large Ad Networks such as DoubleClick, and 2/47 back in 1998. Those same reps are now selling Social Media, Google Adwords on a CPC, and whole host of ad platforms, how did the do it. They came to it with an open mind.<BR/><BR/>So if a Newspaper rep has an open mind, then all is possible. How many of you newspaper reps succeeded moving to the online space, which by the way has been happening for over 10 years now.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-5915018894001098396.post-43132696043308544562009-01-24T11:26:00.000-05:002009-01-24T11:26:00.000-05:00The current weak economy and disappearing online a...The current weak economy and disappearing online ad sales calls for new and radical thinking about reaching the newspaper's "business customers".<BR/>Caliber Data is a new company with an online advertising platform for newspaper's that tracks an online ad click to a resulting in-store purchase and can charge the "business customer" a commission on sales rather than charge on clicks, impressions or other actions that do not have a easily measurable ROI.<BR/>It is called Pay Per Transaction. This could be very useful to newspapers trying to 'win' online ad sales.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-5915018894001098396.post-25163444626702944492008-12-19T10:11:00.000-05:002008-12-19T10:11:00.000-05:00Yeah, this is the area we're having the most troub...Yeah, this is the area we're having the most trouble figuring out, I think. Thanks for these thoughts; I agree with all but one and I would offer one additional observation:<BR/><BR/>1. On the subject of a separate staff for digital sales, I agree with Gordon Borrell (full disclosure: he was a partner with us in the second Newspaper Next report): newspapers of all sizes MUST have some online-only sales power. Print reps should be trained and should try to sell digital products to their current customers, but they are too busy, especially now, to call on entirely new categories of business that don't place any print advertising with them and that represent perhaps as much as 60% of online growth potential. It's a distraction that they have already figured out will take money out of their pockets so they're not going to bother. You can only cover those new areas with additional sales horsepower. So I would say you need to do both -- get your traditional reps up to speed, and rearrange responsibilities so that you have sufficient digital-only focus.<BR/><BR/>2. Additional observation: Could we please stop calling them "advertisers" and start calling them "business customers?" This opens up many new possibilities in terms of revenue streams that the word <EM>advertising</EM> doesn't begin to cover. Following on that thought, and picking up on the job-description point in the online-newsroom post that inspired this one, we should revisit our revenue department job titles and job requirements and competencies to make sure they line up with the needs and goals we'll have going forward.eclishamhttps://www.blogger.com/profile/15353946043926240428noreply@blogger.com