Full Sale Ahead: Are Social Media Buys Eroding Your Media Buys?
It has always been necessary to sell the importance of your brand's content, but now another wrinkle is added to the equation. Today, within your market, you compete against dozens of social media information sources including blogs, forums and Facebook postings. Something to add to your sales conversations should be a description of why the content from your publication brand provides a better media buy than the social media in your market. Hopefully, you have social media offerings that you can talk about when these new competitors are bought up. But the real competitive advantage a magazine brand has is in the aggregate content it can push into a market.
When we research readers' media-consumption patterns these days, including all print and all possible digital media, we typically find them to be highly fragmented. But while social media may have given rise to dozens of new voices within a market, it does not automatically grant widespread readership to them. However, bloggers with little widespread support may have among them passionate followers (including executives from your advertising clients), and they can razor-blade your advertisers' support away.
Here are some tips to advocate for publication-branded media on calls:
1. Describe the collective force of unity.
Position your content against editorial generated by influential individuals. Influential bloggers and experts who attract a following may exist in your market, but as a publisher, you are not speaking to the market as an individual, but as an editorial platform encompassing the expertise of many individuals. Point out that the whole editorial platform your brand presents is a better way to reach a market. It's possible a blogger has tremendous influence in one narrow niche, but he or she has only one voice. Depending on how powerful his or her last post goes, so goes his or her readership. A typical portfolio a media publisher brings to market is a more consistent readership.