Sell ads, save a journalist
Posted by Mediascaper on January 8, 2009
As the handwringing and teeth-gnashing by journalists continues over the sorry state of their profession, and the news industry inches closer to the table, seeking its piece of the bailout pie, sales consultant Dave Chase offers advice for media companies who, in the digital transition, are relying on the revenues generated by online ad sales.
His list of five mistakes in seeking local Internet revenue include:
- the neglect of nearly 90 percent of the advertising market
- the failure to build a telesales organization
- the inability of sales staff to relate coherent return-on-investment numbers to business owners
- ignorance of effective ad sizes on the Web
- failing to create a sense of urgency on the part of the advertiser for premium ad space
This is just a quick and dirty summary; read Dave’s article for his full explanation and context.
This entry was posted on January 8, 2009 at 6:09 pm and is filed under Newspaper industry, Online ad sales. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
