Broadcast & Newspaper: Education for Profit.

An educated local business buys more web. Here’s a peek at how many local media properties are attracting new Internet advertisers. Watch the video above.

Web Sales: Print Selling Against Broadcast

BEST PRACTICES: Below is a short list of how Print reps can sell against Broadcast, in regard to Web sales. Contact me for info on how a Broadcast rep can sell against Newspaper & Pure-play websites.
 
· Show client the local ranker.  Comscore, Net ratings or other 3rd party services, will clearly show that even the biggest broadcasters, have relatively low online user numbers and traffic. (when compared to the massive numbers that Newspapers have online)
· Acknowledge lower circulation; while at the same time highlighting dramatic increases in readership via the web. ( a more important and relevant metric )
· Provide consultative & educational assistance to client. TV and Radio sellers typically are provided little or no training for web sales. This makes for clumsy and potentially inaccurate sales pitches in the field. Print reps need to own the position of “web marketing authority” in the client’s mind. Print reps can do this thru patient and thoughtful sharing of unbiased info and case studies.
· Offer custom solutions. Local broadcast sellers have limited or no access to web designers and developers. Thus, they can usually only offer standard banner or video pre-roll units. Newspaper reps have a greater support staff to develop custom web solutions. Print reps can, and must offer more than just banners and pre-roll. Newspaper reps are better equipped to offer customized solutions that are unique, and focused on client ROI.
· Show & compare slides of “advertiser friendliness”. These full color screen caps can show the stark differences between TV, Radio and Newspaper websites. In many cases, Radio and small market TV websites are poorly designed, with cluttered and diluted ad messaging. In contrast, Newspaper sights are typically clean with minimal, yet larger formatted ad messaging.
·  Advertiser focused technology. Reps will benefit from ability to clearly communicate how GEO, BEHAVORIAL and other ad serving technologies, greatly enhances the effectiveness of client’s campaign.