How legacy media reps can — and must — sell more digital
How can we sell more digital? In traditional media, that question has been pounding us for years.
It's in our heads, in our meetings, in our training, in our budgeting. Few of us are growing our digital revenues at rates anywhere near the growth rate of digital spending.
And one of the toughest challenges has been getting our core sales reps to present digital advertising and marketing solutions effectively to their existing customers.
For most of us, whether we're in print or broadcast, it's discouraging to look closely at how few of our core customers are buying digital from us. And, if they're buying, it's sad to see how weak the digital add-ons often are.
En route to a Morris Publishing Group digital sales summit a few weeks ago, I had an epiphany on this point.