An Integrated Sales Strategy: Entrepreneur’s Bob Kelly on his company’s new advertising structure
At the end of last month, Irvine, Calif.-based Entrepreneur Media Inc. (EMI), publisher of Entrepreneur magazine, announced that it had reorganized its advertising sales structure in an effort to fully integrate the company’s various media properties, including magazines, books, events and Web sites. The new arrangement “continues to facilitate the development of integrated programs that advertisers demand,” according to a statement released by EMI.
As part of the new structure, Bob Kelly, EMI’s former vice president of sales-east, assumes the new role of vice president/publishing director. Justin Koenigsberger, former national online sales director, has been named director of advertising sales.
“It’s always been Entrepreneur’s top priority to listen to advertisers’ needs and answer them with expertise in reaching this market,” says Kelly. “With new directives and focused leadership for our sales team, we now have the system in place to better support the innovative thinking that comes with offering advertisers exciting opportunities across all properties.”
Kelly recently spoke with Publishing Executive Inbox about the restructuring and why the change was necessary.
Inbox: What changes were made to EMI’s advertising sales structure?
Bob Kelly: [The] print staff and digital staff now report into one management structure, [to] myself and [Director of Advertising Sales] Justin Koenigsberger.
Inbox: Why was it necessary to restructure?
Kelly: [We] needed better day-to-day sales communication and coordination regarding advertiser activity, regardless of what they were planning or buying. [We needed] more control over combination pricing/packages.
Inbox: How are you better able to serve advertisers with this new structure?
Kelly: EMI will take a proactive role in creating creative and cost-effective programs for advertisers to reach the entrepreneurial marketplace. Having a staff of both digital and print specialists reporting to one management team will ensure quick turnaround and an overall coordinated effort.
Inbox: How will your role at EMI specifically change with your new title?
Kelly: Along with … Justin Koenigsberger, [I will be responsible for] more strategic planning on major accounts, and a prospective of companywide revenue versus magazine- or Web-only sales.