Re: Bundled Package for Print and Online for Newspaper

From: Josh Troesh <jtroesh_at_jps.net>
Date: Wed 29 Mar 2000 18:53:21 GMT

JERRY LOO WROTE:
> I work for a newspaper that will have a print version
> as well as an online version. Can anyone suggest a
> good way to bundle print advertising with online
> advertising (ie package) in terms of price/structure
> etc so that there will be an incentive for an
> advertiser to take a package deal for both print AND
> online as opposed to just print or online alone.

TO WHICH BRAD JENSON REPLIED:
> I've got a better idea. Change your thinking. Trying to
> defend paper on ink technology is a mistake - don't try
> to resist market forces, it will only cost you money.
> Instead, see where you are making the most money on
> your advertising, and try to maximize that.

Brad, I think what Jerry was refering to was the
difficulty in getting his long-time advertisers to
purchase online, not necessarily the other way around.
If you look at the advertising budgets of online
companies, you will see that they spend significantly
more offline than online. The internet world is so
quick to dismiss the print world that it amazes me.
Despite what you may think, print is still alive and
kicking. And this is coming from a guy who runs
internet business and online development for a major
apparel manufacturer.

Jerry, the second best way to attract advertisers to
both is to offer attractive packages the include both
online and offline buys. Don't make these the only
things available, but do make them available and at a
trial significant but not unprofitable price discounts.

Now, I did say that that was the second best way. The
best way is to better train your sales force. Make you
sales force more akin to media placement agents rather
than ad sales reps. By consulting with the advertisers
and determining what their needs are, (branding, sales
driving, click-throughs, mailing list development,
etc.) you can develop a much better package to meet
those needs. Of course this means that you will be
forced to pay some money in training and hiring people
who understand advertising/marketing/business and not
just sales people.

Let me know how it goes
~Josh
jtroesh_at_jps.net




Received on Wed Mar 29 2000 - 12:53:21 CST