Integrated Publishing Ad Sales Strategies That Work
Playboy magazine, arguably the most well-known men’s magazine in the world, is no stranger to integrated publishing and selling advertising across multiple platforms. With ventures in print, TV, online and radio, Playboy is knowledgeable about selling ads across multiple mediums. According to Lauren Melone, vice president, public relations, Playboy Enterprises Inc., the magazine has a circulation of 3 million in the U.S. alone. She says that Playboy was the first national magazine to have a Web site, launched in August 1994.
Publishing Executive Inbox asked Louis R. Mohn, vice president and publisher, Playboy Enterprises Inc., for his thoughts on integrated ad sales strategies that have worked for his company.
INBOX: Are you having success selling package ad deals to advertisers? Do you offer discounts to advertisers who purchase bundles of both online and print?
MOHN: Virtually every display campaign online or in print is part of an integrated marketing solution.
INBOX: Do you have any advice or tips for publishers looking to create packaging discounts for their ad sales? What should they avoid, what has worked well for you?
MOHN: Remember to fairly price each component of your package, and their agency representation will still evaluate each package component individually.
INBOX: What type of online/multimedia ads are selling well for you, and why do you feel these are strong for your company? Which seem to be the most popular for your advertisers?
MOHN: The nature of our online content offerings makes streaming video the most popular. Eighty percent of our online programs are customized to the client.
INBOX: What innovative trends or new techniques are you seeing in advertising sales and how are you taking advantage of new technology in ad sales?
MOHN: The basics work as well today as they did 30 years ago. The key is understanding your advertiser’s objectives and marrying your brand resources to enable them to meet and exceed their goal. When new technologies deliver a quantifiable audience, publishers have to determine the value proposition of their content in these mediums and whether or not they are suitable for advertising messaging without disrupting the user experience.