Digital technology is causing significant change in the way publishers manage magazine ad sales. The good news: the benefits that attract advertisers to digital can cross media and support print ad sales as well. Digital content allows for consumption in a variety of convenient formats—websites, mobile apps, digital issues, and e-newsletters among them—and the medium provides always-available access. Still, these advantages alone may not be what make the digital platform appealing to advertisers. By recognizing the full value of digital, print magazine ad sales can mimic several of its most important features. Show Advertisers Results Digital magazine ad sales offer a variety of revenue …

Membership dues alone are not enough to sustain and keep most associations afloat. At best, they average only about 39% of total revenue. If your organization has come to this realization and you are seeking some alternatives, non-dues revenue might be worth a consideration. Non-dues revenue (NDR) is generated by the association through means other than membership dues. Increasingly, associations are opting for NDR as an alternative or supplemental business model. For organizations, relying solely on membership dues for revenue ultimately becomes a catch-22: revenue generation increases your ability to build membership, but large membership builds revenue from dues. Associations are now …

One of the most important decisions in establishing a digital ad sales program for your association is how to price your inventory. The model that you use will impact how attractive your publication is to advertisers as well as how much non-dues revenue you will be able to generate. Associations tend to steer away from selling ads on a pay-per-click (PPC) basis, and as an advertising sales agency, AdBoom typically recommends that clients avoid this model as well. Here's why. The Problem with Pay-Per-Click In PPC, you only receive revenue when a reader of your digital publication clicks the advertisement. The assumption is …

When it comes to ABC’s show “Shark Tank,” this writer confesses to being late to the party. I only began watching this season and I’m hooked. (Get it, hooked). Bad pun aside, the show provides an excellent primer into business subjects like marketing, pitching, funding, and the benefit of strategic partnerships. It’s also a lot like pitching ad sales to potential clients. Like the entrepreneurs on the show, advertising sales representatives generally have a short time to make a big impression. They’re going to have to be passionate, but prepared to answer tough questions about the product and its value. There …

As usual Zig Ziglar got it right. There are really only five basic reasons your prospects aren’t buying print or digital ads: need, money, hurry, desire, and trust. If you don’t land a sale, you have not successfully overcome one of these common concerns. Can your ad sales team effectively counter each of these sales objections? Great comebacks won’t win them all, but refined lead generation and qualification can filter out the best ad sales prospects and increase results for your efforts. Know your ideal client and tailor responses and marketing to them. Here are some strategy suggestions for overcoming basic sales objections: Need: When money is tight, …