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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…

What’s Next for IGN's Native Advertising Program
June 7, 2017 at 4:52 pm

Director of ad product at IGN Arvind Jayaram said that IGN's native advertising program must constantly evolve to meet client’s unique needs. He said that better native advertising analytics and more flexible design templates are some of the features IGN plans to offer clients in the near future. Arvind shared these strategies and more at…

Lessons From Scaling IGN's Native Advertising Program
June 7, 2017 at 4:44 pm

From training sales staff on how to sell native to optimizing native content distribution, there are several hurdles publishers must overcome in order to effectively scale native advertising. IGN director of ad product Arvind Jayaram shared how the video game and entertainment news site overcame these challenges during his presentation at the 2016 FUSE Media…

How IGN Built Its Native Advertising Team
June 7, 2017 at 4:26 pm

In order to scale its native advertising business, IGN needed to create a dedicated native advertising department and support that team with technology that would streamline native content creation. At the 2016 FUSE Media technology summit, director of ad product Arvind Jayaram explained how that team came together.

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…

How Bisnow Uses Mock Sprints to Test New Tech
February 22, 2017 at 1:51 pm

Alex Funaro, director of technology at Bisnow, explains how the B2B publisher tests new technology using mock sprints. Funaro says that when deciding whether to adopt a new solution, Bisnow considers ease of integration, workflow disruption, and ROI. He also adds that all teams who might use a new technology should be involved in the…

How to Attract and Retain Top Media Sales Talent
February 20, 2017 at 12:04 pm

Former Cygnus CEO and co-founder of French LLC. John French explains how publishers can acquire and retain great media sales talent by developing a winning company culture. While appropriately compensating top salespeople is important, French says it's also critical to create a positive work environment where top salespeople want to work. John French is co-founder…

How GEN Magazine Coverts Online Readers Into Valuable Leads
February 15, 2017 at 10:15 am

Omeda CRO James Capo explains how GEN magazine used online reader behavior data to guide an automated marketing, lead generation campaign. This video is excerpted from the webinar "5 Ways Publishers Can Harness the Power of Demographic & Behavioral Data." Watch the full webinar here.

To Succeed, Publishers Must Help Clients Solve the CMO Challenge
February 1, 2017 at 10:18 am

CMOs have a tough job. While the internet makes it easier than ever to reach a huge number of consumers and target ads to those consumers based on their activity or demographics, the patchwork of technology that CMOs use to accomplish these goals makes it difficult to identify and connect with real individuals, not just…

How to Motivate Your Top Sellers With Fair & Simple Compensation
January 27, 2017 at 4:11 pm

Former Cygnus CEO and co-founder of French LLC. John French explains how publishers should compensate their top sellers in order to drive more sales. Compensation limits and complex compensation plans will not drive the positive sales results publishers are looking for, argues French. His advice: keep it fair and keep it simple. John French is…

Video: How Forbes Is Optimizing Programmatic Ad Revenue
December 8, 2016 at 11:09 am

At FUSE: The Convergence of Media & Technology, Forbes Media CTO Michael Dugan explained how the publisher is getting the most out of its programmatic inventory. Key to Forbes' success is a mindset shift to view indirect, or programmatic inventory, as valuable. Although it hasn't been sold directly, the inventory can still connect the right…

FUSE 2016 Keynote: Where Media Technology is Headed in the Next 5 Years
December 6, 2016 at 3:16 am

FUSE conference chair Jeffrey Litvack shares what technologies are making the biggest impact on publishers' businesses, from artificial intelligence to programmatic advertising, and where publishers should focus their energy. This is the keynote session from the 2016 FUSE: The Convergence of Technology & Media.

How North Coast Media Is Refining Its Data Acumen With DMPs
November 30, 2016 at 9:43 am

Bethany Chambers, digital operations manager at North Coast Media, explains how the B2B publisher will use its new Database Management Platform (DMP) to provide advertisers with better insights into its audience and inform editors what topics are resonating most with readers. Her advice to publishers looking to implement similar technology -- get buy-in from all…