Variety Of Options Drive Sales At Star Trib
The Minneapolis Star Tribune, on the strength of its product portfolio, has found success with digital sales, which now generates about 20% of the paper’s revenue. Its efforts offer lessons for newspapers and broadcasters alike. This is Part IV of a four-part series. Part I on what TV stations are doing to integrate digital ad selling into their sales processes appeared Tuesday; Part II on the automated buying of spot appeared on Wednesday; and Part III on improving digital sales operations appeared on Thursday.
At Media Cos., Stakes Rise For Digital Sales
In their search for digital revenue, many TV stations and newspapers have shifted toward a quasi-agency approach, acting as digital consultants to prospective buyers who may need a mobile site, better SEO, email marketing or all of the above. This is Part III of a four-part series. Part I on what TV stations are doing to integrate digital ad selling into their sales processes appeared Tuesday; Part II on the automated buying of spot appeared on Wednesday; and Part IV, on Friday, will offer a case study of a successful digital sales effort and the lessons it offers for broadcasters and newspapers alike.
Automated Spot Buying Looming On Horizon
Automated, or programmatic, systems allow agencies to purchase advertising directly online, either eliminating sales people or limiting their role. In some instances, the systems involve an auction with buyers bidding for time. Such systems are commonplace in digital media, but they had far less success in the broadcast spot market. Now, however, some station groups are seeing the possibilities. This is Part II of a four-part series. Part I on what TV stations are doing to integrate digital ad selling into their sales processes appeared Tuesday; Part III, on Thursday, will focus on improving digital sales operations; and Part IV, on Friday, will offer a case study of a successful digital sales effort and the lessons it offers for broadcasters and newspapers alike.
Digital A Vital Part Of Station Sales Arsenals
The rise of mobile viewing platforms means TV stations have new tools to offer advertisers who want to reach viewers no matter where they are. And it means stations can offer a greater variety of options — and price points — to potential advertisers, many of whom don’t buy time on traditional TV. This is Part I of a four-part series. Part II on the automated buying of spot will appear tomorrow; Part III on Thursday will focus on improving digital sales operations; and Part IV on Friday will offer a case study of a successful digital sales effort and the lessons it offers for broadcasters and newspapers alike.
