Blog Archives
Time to disrupt the old media sales model
The local media industry is in desperate need of new business models. By now, after seven or eight years of brutal shrinkage in ad revenues — in the U.S., anyway — it’s painfully obvious.
And heaven knows we’ve been looking. We’ve tried a lot of things — new digital advertising and marketing products, sales department reorgs, newsroom reorgs, different content models, new niche products and websites, pay walls and meters, just to name a few. Some are even working, at least to some extent.
But here’s a model we haven’t tried: Calling on every possible local advertising/marketing customer at least once a year. Read the rest of this entry
Doubling down on digital at Morris — Part II
In Part I, I described how Morris Publishing Group came to be committed to creating a separate digital sales division in our markets. But at that point, we still had big questions. Exactly what would we sell, and how would we sell it?
To figure out the answers, Read the rest of this entry
Doubling down on digital at Morris — Part I
You’ve probably heard this before: If you want to have a shot at holding and gaining digital market share in your local market, you need a separate digital sales force.
But “separate” can have a wide range of meanings. Read the rest of this entry
MediaReset 