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By Gordon Borrell
Chairman, LMA Board of Directors
CEO, Borrell Associates
ithin the $118 billion local
advertising marketplace, I sus-
pect that as much as one-fifth
is in play at any given moment. That's
$23 billion. "In play" means advertisers
planning to decrease spending in one
medium and increase it in another.
More than 10% of who advertise in
newspapers, radio, direct mail, yellow
pages and local magazines reported
that they are planning to make cuts,
according to Borrell's SMB surveys. That
fall-out could go anywhere -- not just to
digital. And it's likely that a great sales
rep will be scooping it up.
Can a good sale rep turn things
around? No. A good rep will help you
tread water, though.
To turn things around, you’ll need a
A good sales rep is merely in the mix
with about 90,000 other ad reps trying
to peddle marketing packages to SMBs
across the U.S. and Canada. And the
competition has definitely intensified.
Consider this: Since 2010, more than
twice as many SMBs are reporting that
they get called on by 10 to 14 sales reps
Here's an even more revealing stat :
The percentage of SMBs not getting any
calls at all is up 51%. Today, about 15%
of local businesses who buy advertising
don't talk to a single sales rep in any
given month. They may be shutting
When we set up LMA’s Sales Certi-
fication program a few years ago, it was
with this in mind. Reps needed digital
training. Now they sorely need it.
Training was less important 20
years ago when media channels were
fewer and reps were little more than
order-takers. Today there are seemingly
unlimited places a business owner can
spend her money to spread the word
about products or services.
Want to be a top performer in the
local media space? The most consistent
hallmark I’ve seen is sales training. Some
companies require each rep to complete
40 hours of training per year. Others
require semiannual certification for reps
through programs like that offered by
If you haven’t taken advantage of the
certification program, you should. It’s
been getting fantastic reviews, and un-
derscores my view that the LMA remains
focused on the programs that can help
the local media industry the most.
It's a good time to
be a great sales rep
Lead your sales team with AccountScout, reaching
dormant advertisers before you skip them!
• Ad Management
• eBilling & Receivables
• CRM & Reminders
• Ad Repository
• Many, Many Sales Reports!
“I have had the pleasure of using AccountScout on a daily basis.
Customer service of this caliber simply makes my job easier; more
importantly, it improves the efficiency of our business”
- Lacey, Rushing Media
Mega-Innovation award is now open for nominations
ne of the many
elements of the
2016 Mega-Conference in
Austin, Texas is the inaugu-
ral Mega-Innovation award
and now is the time to con-
sider entering this spirited
competition. This prize will
go to the media company
who’s really shaking things
up and there’s a lot of that going on in our
industry. Are you up for vying for this?
n Maybe you’ve introduced a new prod-
uct, service or go-to-market approach
that is substantially changing your cur-
rent or future business model?
n Have you grown your digital revenue
to be a critical portion of your revenue
n Tapped into new audiences with a new
approach to publishing?
n Diversified your revenue to be less
dependent on traditional newspaper
n Created a culture of inno-
vation for your employees?
If the answer is “YES” to
any or all of these questions,
get your entry together now.
The competition is open to
a single newspaper or to a
multi-property media com-
pany – not to an individual
person – and the nomination
process is now open.
Enter by January 7
Online entry is made simple and is
found at www.mega-conference.com.
This conference is co-presented by Local
Media Association, Inland Press Associa-
tion, and Southern Newspaper Publishers
Questions about the conference or this
award? Reach out to conference coordina-
tor Carol Hudler at carolhudler@hudler-
Are you award worthy?
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