The Publishing world is changing and advertisers are looking at several different ways to reach their potential buyers and the outstanding ad sales rep will have a lot of things to offer them. Although print advertising in magazines and newspapers will still be the basis for most marketing campaigns, adding other components to an integrated marketing program will allow you to bundle and give a better value to your advertiser. Some important things to remember in integrated ad programs:
1. Print should be
the anchor which will achieve branding and high visibility
2. Online advertising
is lead generation
3. E-Newsletters are
great revenue generators and the readers love them
4. Events and trade
show/conferences allow for face to face contact
By including all of these components in to an advertising
proposal you are covering most every facet of your advertiser’s marketing
plan. If you bundle them all together (with say a 10% discount off of
everything if they buy it all) you will get all of their business and they will
save money.
Advertisers are more and more concerned about ROI. If you
can give them several different marketing/advertising opportunities at a
bundled value, then you have helped them to reach their return much faster.
There are many more integrated components that you can offer
including video, custom publishing, mobile banners, etc. I would suggest
that you take a blank sheet of paper and draw your magazine in the middle of
it. Draw lines from all sides of it and list all of the products you
currently have to offer. Then add dotted lines to other products that you
can create and sell. The more you have to sell the more you will
sell. It’s an integrated world!
Happy Selling!
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