Are You Out of Touch?
A few things I have heard lately are stuck in my head like a really bad song from the ’80s.
First, an editor I know discovered that one of his magazine’s sales reps did not read his magazine. The sales rep had suggested the editorial staff consider covering a certain “new” topic that a potential advertiser asked about; the topic had, unbeknownst to the sales rep, already been covered extensively in the magazine over the past year, if not longer.
Few things are as bad as finding out that the people selling or promoting your magazine don’t know what it’s about.
The second tale I can’t shake is that another top magazine executive I know had a sales meeting a few months ago, focused on tactics for selling non-print media. When webcasts came up, she wisely asked her sales teams: “How many of you have seen a webcast?” The vast majority had not.
The last thing happened recently when I was at a conference, where about 30 executives gathered for a session on RSS’ business potential. When the speaker opened the session up to audience questions, people began asking what RSS was and how it worked, and continually looked perplexed. The speaker asked audience members to raise their hands if they had ever signed up for an RSS feed—two people raised their hands.
After this series of events, it occurred to me that many of us may face similar situations in our own companies.
Do your sales, circulation and marketing people actually read on a regular basis the magazines they sell? Do you? Obviously, there are those who don’t.
How many of your staff—sales, editorial, circulation, etc.—have seen a webcast? The numbers here are likely to be a lot higher. After you read the article “How to Plan, Produce and Profit from Webcasts” on page 36, if you and/or your staff have never seen a webcast, your first step should be to participate in one—immediately.