How to sell advertising to small and medium-size businesses

Course Overview

Title:
How to sell advertising to small and medium-size businesses
Type:
Seminar Snapshot
Cost:
This seminar snapshot video is free for American Press Institute E-Learning users.
Time Estimate:
This Seminar Snapshot contains video highlights that last one hour.

About Seminar Snapshots

A Seminar Snapshot features video highlights that capture the key learning of a seminar presentation.

In most markets, only about 17 percent of local businesses advertise in the local newspaper. How can you increase that number and attract locally owned, small and medium-sized businesses as advertisers in your digital media?

In this Seminar Snapshot, Todd Handy, Deseret Digital Media's vice president of new media sales describes the "Long Tail Channel" and presents strategies for successful tele-sales of advertising to small and medium-sized businesses (SMBs).

Learn which products are the most successful and what really matters to small businesses with small advertising budgets. Gain valuable insight into how to recruit, train, manage — and motivate — a staff of ad sales reps who will boost your ad sales dramatically.

This Seminar Snapshot contains edited video highlights from a presentation at The Deseret News in Salt Lake City, Utah, during Transformation Tour, a workshop on October 25-26, 2012. The presentation was part of the Business Model Innovation workshop, part of a series of workshops by API and The Poynter Institute.

What Will I Learn:
  • What the most successful ad products are for small and medium-sized local advertisers
  • How the long-tail approach can boost your digital ad sales
  • Success strategies for attracting local small businesses who have never advertised in your media market
Who should take this course:

Advertising, marketing and sales executives and key organizational leaders in advertising, marketing, revenue, sales, and mobile and product development who want to increase the number of advertising customers and the volume of ad sales in their digital media businesses.

Instructor: 

Todd Handy

Todd Handy is responsible for Deseret Digital Media’s New Media Sales teams. His organization consists of teams of media sellers who focus on local Long Tail advertising with small-to-medium businesses (SMBs) and consumers, local and national direct clients, advertising and interactive agencies, etc.

Training Partner:

American Press Institute

The American Press Institute advances an innovative and sustainable news industry by helping publishers understand and engage audiences, grow revenue, improve public-service journalism, and succeed at organizational change.