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BizReport : Research archives : April 15, 2008

Dedicated sales teams key to online ad sales

Specialist online sales teams are the key to online newspapers’ big lead in the local online revenue stakes, according to recent research from Borrell Associates on behalf of the Newspaper Association of America.

by Helen Leggatt

NAA%20logo.gifTrusted content and a well-reputed brand are just a couple of reasons why local advertisers continue to spend ad dollars with online local newspapers. Recent research from Borrell Associates found that specialized online sales teams also go a long way toward increasing revenues.

The survey found that newspapers that employed at least one sales specialist to concentrate on the selling of online advertising averaged 87% more revenue than those that relied solely on print sales representatives to sell online ads.

"The importance of maintaining a knowledgeable, well-trained online sales force in today's environment simply cannot be overstated," said John Kimball, NAA's senior vice president and chief marketing officer. "Such specialization gives the sales consultants the best chance to have a significant impact on revenue.”

According to Borrell Associates’ research, newspapers netted $2 billion (27%) of the $7.5 billion total local online ad spend in 2007, down 9% from 2006.

Tags: advertising revenue, local advertising, newspapers, online advertising

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  • jeetendra jagwani

    So what was this article supposed to achieve? as a reader I would like to know what are the reasons for this? how was this conclusion arrived at?



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