Ad Sales Blog

See my Folio show digital magazine presentation on demand

You can see my Folio Conference presentation featuring preliminary research from the Digital Magazine Ad Engagement Project.

It takes a little work but it is free: first go to this link and egister: http://www.folioshow.com/virtual/registration.

 Next, continue with free registration. It will tell you thanks for registering. Close the window and you should get an e-mail in your inbox.

2. Open the e-mail. Make sure you are able to view pictures in your -email viewer. If you use Outlook and it blocks graphics, right click on any graphic and click “download pictures”

3. You will see a large red button that says “Enter.” You will need to disable pop-ups and click the button.

4. Now log in using the user name and password from your registration.

5. As you enter the screen click on “Theater” then  scroll ALL the way down on the left until you see a yellow button that says “Click Here to View On Demand Presentations.” 

6. After you get to the theater screen, scroll right to the “Spotlight Symposium on Digital Magazines” section. Then click on “The Opportunity for Cost Reduction and Revenue Growth” and to view the presentation.

It's a little work to get there. I hope it's worth it.

 

How Chris Brogan walks the walk

Social media guru and uberblogger Chris Broganwas coming to town. I was going to see him and Tweeted about it. Having never met Brogan I was surprised and delighted to receive a funny Tweet back (on left). 

I got a laugh but insight as well.In Chris' response was reinforced many social media best practices.

First, as with implementing any social media program, Chris listened before he acted. He must have been monitoring social media networks, including Twitter, and noticed my Tweet about his upcoming appearance.

Second, as with any social media program, his response had a conversational, personal style. In this case, along with his wonderful sense of humor. 

Finally, he was starting to build a community. Every presentation is a community building event; in the best a presenter arrives before a crowd of unrelated people, speaks, and leaves behind a community of people with shared interest, knowledge, and passion. Brogan was starting his community building even before he stood before his audience.  

The Trust Summitwhere Brogan spoke along with Julien Smith, David Maister, and Charles H. Green was a tremendous success.

I especially enjoyed seeing Charlie Green, who long ago almost single handedly created the conversation about trust in business, share the stage with Brogan who advocates social media tools as the new trust builders. The two shared common values and different styles. All the presenters were terrific.  

 

UK follows Denmark as second country where Internet ad revenue overtakes TV

In the US where television advertising still commands the largest share of ad dollars what has happened in the UK is unthinkable; Internet advertising revenue has surpassed TV ad revenue for the first time. From a recent report in the The Guardian newspaper: 

 The UK has become the first major economy where advertisers spend more on internet advertising than on television advertising, with a record £1.75bn online spend in the first six months of the year.

UK advertisers spent £1.75bn on internet advertising in the six months to the end of June, a 4.6% year-on-year increase, according to a report by the Internet Advertising Bureau and PricewaterhouseCoopers. To put this in perspective, in 1998, when the IAB first measured internet advertising, just £19.4m was spent online.

The internet now accounts for 23.5% of all advertising money spent in the UK, while TV ad spend accounts for 21.9% of marketing budgets.

The IAB's figures show that of the total of £1.75bn spent on internet advertising, £1.05bn, or 60%, was spent on search advertising on websites including Google, up 6.8% year on year.

The UK is not the first country where internet ad spend has overtaken TV spend, Denmark reached the milestone about six months ago. But it is the first major economy to do so.

How soon do you think this will happen in the US? 

Read the entire article in the Guardian 

Oct 27th: The day publishers learn to sell ads in digital magazines

After months of research, I will be sharing initial findings from the study I have been managing, The Digital Magazine Ad Engagement Project. On October 27th I will present at two venues. First, a live address in New York at the DPAC4 conference along with crusty publishing legend Bob Sacks who will be keeping me on my toes. Click on the banner and go the DPAC4 site for details:    

Here is my session description:

2:15pm: Can Digital Magazines Become a Widely Accepted Advertising Platform? Josh Gordon thinks so. As director of the Digital Magazine Ad Engagement Project he has interviewed the pioneering publishers now successfully selling advertising into “interactive magazines” which, unlike digital replicas of print publications, are designed to be digital from the start. Gordon will share the two success principles interactive magazine publishers must embrace, and present preliminary findings from the first ever study focusing on just interactive magazine readers. If you work in marketing, this presentation will state the case for advertising in interactive magazines, if you are a magazine publisher you may see the future of your business. Speakers: Josh Gordon, Director, The Digital Magazine Ad Engagement Project & Bob Sacks, Publisher, Precision Media Group.

Later that same day... If you are not in NY or cannot swing the DPAC admission(about $600) you can register for a FREE webcast as part of the Annual Folio Show Digital Magazine Symposium. For the first time ever the annual Folio conference is virtual. Admission for the entire program is free if you register. Click here to register.

My session will be part of the digital magazine track: 3:00-3:45 p.m. SESSION A: THE OPPORTUNITIES FOR COST REDUCTION AND REVENUE GROWTH

I hope you can join me for one of these sessions!

PS: On November 3rd I will again be talking about the next generation of digital magazines on a webinar entitled , "Digital Magazines - Strategies for Today & Tomorrow" run by BtoB and BtoB's Media Business magazines. Needless to say, I'll be in charge of the "tomorrow" part. Show time is at 2 PM EST. I'll be presenting along with Brigitte Johnson, Executive Editor, Tree Farmer Magazine.

Register for free

PPS: I'd like to thank the sponsors of the Digital Magazine Ad Engagement Project, my friends at Zinio and Nxtbook Media.   

How viral video works

 

Here is a great video that explains what makes successful viral videos tick. Please sit thorough the cliche intro about the historical beginnings of communications. What is extremely insightful comes after when the video describes how viral videos are different from just any video short, how they propagate, and why they work. Worth watching!!  

The thing about overlap...McDonalds takes its shot at Starbucks

When you sell media there is always overlap. Your magazine readers read other magazines, your website visitors visit other websites, etc.

But overlap can also be used to strategic advantage if you come up with a plan to pull traffic away from competitors. That is what McDonalds did to Starbucks in May of this year with a special promotion designed pull overlap business their way.

According to Experian Simmons who tracked the results of the program, "For some time, the percentage of McDonald’s customers who also visited Starbucks trended steadily at around 17 percent. This trend quickly changed upon the launch of the McDonald’s McCafe coffee line in May of 2009. In one week, the percentage of McDonald’s customers also visiting Starbucks dropped below 15 percent and remained below 15 percent for about 9 weeks."

Think about your competitors that overlap and consider what content you could deploy that could bring them over to your side.  

Media planning contorted by social media

if you want ot sell media these days you need to understand the effect social media is having on the minds of the media buyer. This amazing slide show by Hike Hess, VP of Research at Carat, lays out just how the move to social media is blowing many media buying conventions.Packed with lots of great stats Hess shows us the way:

Ama Social Media Pres100109

View more presentations from garystein.

White papers most influential collateral for tech buyers

According to the “Eccolo Media 2009 B2B Technology Collateral Survey Report,” white papers are the most influential form of collateral for tech buyers. Eccolo surveyed the use of B2B technology collateral during tech purchases. When compared to other collateral, white papers came out on top. 

Tech buyers found "most influential": white papers 38%, brochures 28%, case studies 22%, videos 9%, podcast 3%:   

The study also offered useful information on how to make white papers more influential: 

"When asked to rank which factors would most likely increase
the influence of a white paper, respondents most
frequently responded that providing detailed technical
information would increase influence, closely followed by real-life use cases and new industry developments. Likewise, we asked respondents to rank those factors that would decrease the influence of white papers. Respondents most frequently indicated that poorly presented information would decrease a white paper’s influence, closely followed by too much focus on a product or vendor, and no inclusion of real-life case studies."

Download the study for free (reg required).