Sales Strategy

Press Release: NAPCO Media and 1105 Media Enter Reseller Partnership for Predictive ABM Platform
January 8, 2018 at 12:59 pm

PHILADELPHIA—January 8, 2018—NAPCO Media and 1105 Media Inc., two leading business-to-business (B2B) services providers, have announced that NAPCO Media will become a reseller of 1105’s new predictive account based marketing (ABM) platform, Prophyts. Prophyts, a portfolio company of 1105 Media, enables companies to reach potential buyers early in their purchasing journey—before they raise their hand…

If You're Planning to Launch an Event, Don't Approach It Like a Publisher
January 8, 2018 at 8:00 am

Events have become a profitable revenue stream for publishers, particularly for those serving B2B audiences. But if events are mismanaged, or don't have the right talent behind them, they can quickly become a revenue drain. Media expert and consultant John French explains how to run an event business right and why media companies shouldn't approach…

How Publishers Can Use Skunk Works Projects to Discover Top Talent & Drive Innovation
November 27, 2017 at 8:00 am

"Skunk Works" is a term often used to describe unconventional project teams that collaborate to solve new problems within an organization. Lockheed Martin coined the phrase in the '40's to describe its Advanced Development Programs, a team that created designs for groundbreaking military aircrafts. Media and sales expert John French argues that publishers should adopt…

How to Solve Native Advertising's 33% Renewal Rate Problem
November 21, 2017 at 9:00 am

Native advertising -- also known as custom or sponsored content -- has exploded in the media business, and native campaigns are expected to quadruple in number from 2013 to 2018. Where banner ads are easily ignored or blocked, native advertising engages readers and is more effective at driving them towards a desired action. But there…

8 Ways Publishers Mismanage Their Sales Teams
October 27, 2017 at 1:22 pm

Publishers face many challenges that did not even exist 10 years ago. But before chalking up all your revenue woes to Facebook and Google, you need to ask yourself if you’re really managing your salespeople properly by hiring smart, pushing them out of their comfort zone, and creating accountability. Maybe it’s not the economy, the…

Find Hidden Talent By Identifying Employees that 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…