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Is advertising in local papers worth it

10 ways that ad sales people can save newspapers

It is the move from local monopolies to a global platform where competition is everywhere, and advertising less lucrative. So here I present ten ways ad sales people and their managers can save their jobs. Stop treating web ads as second class The first and most important change is a structural one. While management enthuse about a digital future, the bottom line for most ad sales people is this: When it comes to earning your wage and your bonus, web ads are simply not the priority.

If newspapers are serious about a multiplatform future, they need to look at ways to change incentive structures to better reward web ad sales. Stop selling adverts on static pages Most advertising on news websites still tends to take the shape of banners, sold against particular sections. This is the ad equivalent of shovelware or brochureware. But the web is not a brochure: So why not drop the print mindset, and start selling against some is advertising in local papers worth it the following: How about a slot next to breaking news?

Obviously you would put provisions into place to prevent embarrassing juxtapositions. As soon as someone searches for a particular term, that advert is served up to them. Then, why not turn the usual process on its head and sell the print ad as an add-on? Even when people spend money on search marketing, they often back it up with print ads, and the stats on user behaviour suggest they should do more: Give ad sales people access to the internet Incredibly, many ad sales people are not allowed access to the internet at work.

What happens when a client calls to ask about their online ad? Do they have to put them on hold while they find a computer? What happens when a client uses a web 2. If this is your future direction, it helps if the place where most of your money comes from knows something about it… Especially when they have access to online reports which say local newspaper websites are one of the most trusted places for advertising.

Enable the long tail of small businesses to advertise without you doing it for them Online advertising means that small businesses who previously were not typical print or broadcast advertisers can now afford to advertise. In other words, there is a potential long tail of small advertisers that could prove a significant source of new revenue.

Why give more money to Google? Why ask ad sales people to spend hours cold-calling for small web ads when you can cut out the middleman and focus your ad sales team on more creative work, like… 6. Think beyond the banner: We expect interactivity from a modern news website — comments, polls, bookmarking, chat — so why do we not extend this capability to the advertising?

Here are some simple ideas: How about letting users work out their body mass index as part of an ad for a health club? How about selling that cute little widget to the health club website as well? Or showing them how to allow users to embed it on their own sites? How about allowing users to email an ad to is advertising in local papers worth it friend at a click?

How about creating a branded game for the client — again, that can go on their own website too. If an ad sales person can pitch ideas like that to a client, they may be more successful.

And they can charge more too. Remembering that many businesses have websites too is key here — an advert can be sold twice: Vouchers online, however, are a power in themselveswith dozens of sites dedicated to simply passing on voucher codes. As a result, they can not only be a great way of driving business to advertisers, but also traffic through your site. One publisher took this idea further at DeliveringQC. Media General made extra efforts to train ad sales reps to sell the mobile, including arming reps with demonstrations, PowerPoint presentations and other sales collateral.

Sell advertising aimed at the non-local market Your online audience is different to your print audience: That means you have a new market for ads, and therefore new clients you can pitch to.

  • It has a lot of advantages over the other;
  • When it comes to earning your wage and your bonus, web ads are simply not the priority;
  • Columns are most commonly measured in 12p 12 pica width;
  • I always say a town with a paper, even a bad paper, is better than a town with no paper;
  • Until it isn't there anymore.

The most obvious is to sell ads to local hotels, resorts and attractions for those people who read their old local paper and occasionally pop back for a break most obvious places: This also works the other way: Do something with multimedia… 9.

The drop in the cost of producing such video means that there is a new potential market for not only selling video ads, but selling the production of that video itself and of course production of video generally.

Small businesses who would otherwise not have considered video can now afford it. Newspapers are starting to build experience in video. Using their experience and services in mobile, Media General is helping businesses build mobile microsites as well as offering text messaging services, which setting up and managing SMS campaigns. Work in networks We are in a networked era.

What Are the Benefits of Local Newspaper Advertising?

A modern journalist should know how to team up with people outside their organisation, to connect with communities and readers… Ad sales people should build the same skills. On a basic organisational level this should obviously start with selling ads across titles, top-down — the most obvious being beer ads in football sections.

That should be happening anyway. But it can equally work the other way — selling ads from one title across parts of the network, bottom-up. A national newspaper executive recently told me they have an advertising and revenue share agreement with a number of blogs.

  1. Which do you think would produce the best results?
  2. If a big city loses a couple of advertisers it's not a big deal.
  3. A photo taken in bright sunlight with a lot of white may be unrecognizable.
  4. A photo in a newspaper in much different from a photo in a magazine.
  5. Advertising increases will have no effect on you but could increase costs for your competitor is they are buying ads on a short frequency basis.

Sounds like a sensible idea to me.