Perspectives
How does a publisher tap new sources of revenue from both existing key clients and from non-endemic categories? What kinds of sales and marketing initiatives will produce the highest profit yields? What kinds of online media need to be developed—or marketed effectively—that will attract a multitude of highly qualified site visitors? In print and online hybrid publishing models, does it make better sense to separate or integrate print and online selling initiatives? What are the best ways to harness the loyalty and passion users of site users to enable the publisher to demonstrate unique value to the advertiser?
These questions hover around key success drivers for both online and print publishers today. The great publishing challenge is how to integrate the best technology breakthroughs in advertising media with high-performance product, sales and marketing models that enable publishers to develop long-term strategic relationships with key client-side advertisers.
The best web and print publishers consistently excel in three critical areas of sales and marketing performance
Developing New, High-Margin Revenue Streams Publishers selling into complex, large accounts continually need to discover new sources of revenue. Whether that means finding previously untapped business from key accounts or from non-traditional categories, success depends on how well the publisher can address corporate objectives and individual client needs. This requires effective strategic planning, advanced selling skills, and the ability to lead clients and teams within the publisher account.
A High-Performance Sales Management System Three dynamics characterize top-flight sales organizations: a predictable, consistent level of peak performance, a vibrant learning environment, and the steady emergence of salespeople who develop strong leadership skills. These three characteristics are closely linked. Salespeople and managers in these environments frequently develop the kind of advanced business skills typically associated with senior executives. Managers mentor and inspire individuals and teams to achieve to their fullest potential.
Audience Knowledge: The Publisher’s Greatest Marketing Asset How do you differentiate your site or publication? How do you turn that difference into highly profitable revenue? I would argue that it all flows from the publisher’s connection with the audience. A few months ago, a VP from a major advertiser put it to me this way: “Publishers sometimes seem to forget that their audience expertise is their greatest asset.”