Sales Strategy

The Secret to Uncovering Top Talent Is Identifying Employees Who Challenge the Status Quo
October 23, 2017 at 11:53 am

If your media organization has a consistently under-performing publication or team, the solution to your problem may be closer than you think. Media consultant and sales expert John French recommends finding new leaders from within the organization to turn around a struggling group. The key, he says, is to identify those individuals who question the…

A Salesperson's Most Valuable Resource Is the Audience Development Manager
October 9, 2017 at 11:59 am

Audience data is king in modern media sales. Salespeople need to have a deep understanding of their audience in order to help advertising clients connect with that audience and convert them to a purchase. In order to do this, sales expert John French recommends media salespeople tap into the most valuable resource in their organization…

When Brands Become Publishers, Publishers Must Reassess Their Value Proposition
September 5, 2017 at 11:32 am

Today advertisers view themselves as publishers and are creating content to engage prospects and customers with their products. So where do publishers fit in? Sales strategy expert John French says that publishers need to adapt and become audience relationship managers for their advertisers and help funnel new audience to advertisers' content. In this video, French…

One Big Way the Role of CEO Has Changed: It's All About Technology
July 10, 2017 at 10:20 am

The digital revolution has transformed many roles in the publishing industry. Not least of these transformations is the evolving role of the CEO, says media and sales expert John French. In the past, CEOs relied on their directors and VPs to bring new solutions to them, but today's industry is evolving too fast for this…

Audience Development Is Not the Same as Circulation & Why the Difference Matters
June 12, 2017 at 1:59 pm

Too many publishers approach their audience development strategy with the same old-school mindset they use to grow print circulation. They hunt down individuals that they think qualify for a particular magazine, send them a direct mail offer, and try to get them to pay for a subscription. Today audience development is much more complex, thanks…

Media Sellers Need to Think "Beyond the File" to Successfully Sell Data
April 24, 2017 at 10:05 am

Today media salespeople need to be data-savvy because selling data about one's audience is critical to most advertising deals. Whether publishers offer lead generation or industry research, advertisers are looking for more powerful ways to connect with consumers and businesses. In this video, media sales expert and former Cygnus CEO John French explains how media…

It's Time to Rethink the Hunter-Farmer Sales Model
April 10, 2017 at 1:51 pm

The Hunter Farmer sales model is a popular way to organize media sales teams. "Farmers" are salespeople that cultivate existing business, making sure not to lose clients, while "hunters" are the salespeople that go out and find new business. While the model makes sense in theory, sales expert and Former Cygnus CEO John French believes…

How Open Communication Can Motivate Your Sales Team
March 27, 2017 at 8:00 am

Sales expert and former Cygnus CEO John French continues his discussion on the role company culture plays in retaining quality salespeople. In this video, French explores how improved communication can help publishing leaders motivate their salespeople and drive better results. John French is co-founder of French LLC., an advisory firm aimed at helping media executives…

Beyond Subscription & Ad Sales: 2 Keys to Growing Alternative Revenue
March 15, 2017 at 2:51 pm

Few people buy lifestyle or news content in the volume they used to. Our readers often expect it to be free, yet they’re perfectly willing to pay for niche content. Media brands must harness that niche interest in order to expand their business models into other verticals at a faster pace. One already explored scenario…

Press Release: Rodale Inc. Announces Key Appointments & New Organizational Structure
March 9, 2017 at 2:09 pm

New York, NY (March 8, 2017) – Rodale Inc., the global health and wellness content company, today announced several key appointments and a new organizational structure: Adam Campbell has been named chief content officer; Ronan Gardiner has been promoted to chief advertising officer; and Bill Strickland has been appointed group editorial director. The announcement was…