How Publishers Changed What & How They Sell in 2015
As content and audience attention has migrated to the web and onto mobile devices, the world of media advertising has transformed dramatically. Today brands are crunching audience data, purchasing ads programmatically, and investing in content marketing. We’ve tracked this transformation at Publishing Executive through events like Reboot: Radically Transforming Media Sales and the Publishing & Media Lab at Content Marketing World and the ongoing discussion has reverberated through a plethora of articles and webinars. The lesson we've taken from the past year in media sales is that in order to meet the new demands of the market, publishers need to take a fresh look at what they sell and how they sell. Below is how we covered ad sales in 2015.
- To Sell Content Marketing Services Stop Selling Ads & Start Selling Outcomes - It’s not about selling ad space in today’s media world, writes NAPCO Media president David Leskusky. Salespeople need to learn how to sell outcomes.
- The Perils and Promise of Programmatic Print - D. Eadward Tree analyzes Time Inc.’s programmatic print strategy and suggest that the publisher may be pioneering a new revenue source for all publishers.
- Publishers, You’re Holding All the Content Marketing Chips - In this post, Content Marketing Institute VP and publisher Peter Loibl argues that publishers are the best equipped to provide content marketing services to other brands. Publishers have the content creation experience, trust of their audience, and knowledge of what type of content that audience needs most.
- Finding Reliable Digital Revenue Amidst Technology Flux - Leaders from Breaking Media, Reader’s Digest, and Inc. & Fast Company Media share how they are monetizing digital content.
- Time Inc. Launches Content Studio The Foundry - This year, Time Inc. made a major investment in content marketing by launching its own content studio. The goal of The Foundry is to produce branded content at scale, said EVP of global advertising Mike Ford.
- Why Publishers Should Act Like Agencies - Katie Risch, SVP of publisher development at Centro, argues that publishers should go beyond selling ads on their site. Like agencies, they should buy ad inventory on other sites and retarget their own readers who go to those sites on behalf of the advertiser.
- How Data Can Transform Media Sales - Data helps media salespeople sell differently and create a differentiated message for the advertiser, says Knowledge Marketing SVP of sales and operation Brett Keirstead. In this video he explains why data and sales should go hand in hand.
- Creative Programmatic: The Need for Better Rich Media Ads - Banner ads aren’t enough to engage readers online. Programmatic ads should be interactive, which is why rich media ads are gaining steam, says Keith Ahern, CEO and founder of Ooomph.
- Audio: Leaders from Rodale, Trusted Media Brands, and Hearst on the Future of Media Sales - At the Publishing Executive Live Evolution Summit panelists discussed the need to overhaul media sales, from training to tools to talent management.
- Webinar: How The Economist & Breaking Media are Growing Native Ad Revenue - In this webinar, Michael Dolan, digital strategist at The Economist, and Kate Eidam, director of marketing solutions atreaking Media, shared strategies for producing valuable sponsored content, collaborating with clients, and driving engagement with native content. The webinar is available to watch for free on-demand.