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Basic Media Module
Within the next several weeks, all LMA
members will have the opportunity to
access expert, professional sales training
via a web-based Sales Certification
training developed by LMA. Multiple
online training modules, each dealing
with a different aspect of media sales
and management in
the digital age and each
including the most
current research and
resources are planned.
First to be released
is the Basic Media
Module and its debut is
expected at the end of this month.
This module will include nine segments:
Digital Marketing, Buying Cycle, Finding
the Right Prospect, Communication
Skills, Product Knowledge, Needs
Analysis, Integrated Marketing
Objections and Closing Skills.
Pete Conti, LMA Sales & Marketing
Director, is the driving force behind the
development of this training and points
out that the stakes are higher than ever
when it comes to competing for SMB
ad dollars. “There are more than 80,000
sales reps from all types of media selling
local advertising in this country,” says
Conti. “And almost every one of them
has a bag of digital ad products and
services. With about $23 billion forecast
in digital ad spending this year there’s
a lot at stake and a well-trained and
knowledgeable, digital sales staff, is key
to bringing in more ad revenue and
increasing local market ad share.”
This will be a no-nonsense training
program and the web-based learning
management system will enable
managers to follow
the progress of the
reps undergoing the
The training will
conclude with an
automated “test” to
certify the students
understanding and retention of the
material, and once again managers can
keep a watchful eye of this scoring. Reps
receiving a 90% or better outcome will
receive an accomplishment certificate
recognizing their successful completion
of the program.
Many LMA members previewed the
upcoming Basic Media Module Sales
Certification training at a mid-February
webinar conducted by Conti. To get a
taste of what you can expect, access the
archived recording and presentation
of this the webinar at no cost at www.
localmedia.org under the Webinars tab.
A thought-provoking program attracted more than 525
local media executives to New Orleans in late February
for the third annual Mega-Conference. The agenda
included a healthy mix of topics covering all aspects of
the ‘A-B’ transformation that is currently going on in our
Much attention was paid to the core and how to
continue to transform and innovate on this side of our
business. At the same time, new and evolving trends on
the digital side were also covered.
Earl Wilkinson, Executive Director and CEO of INMA
delivered a fascinating keynote presentation that covered
the key takeaways from his recent report News Media Outlook 2013.
The INMA board has identified three main priorities for 2013: video, second-
wave mobile and revenue diversification beyond print advertising. They believe
that video represents the top growth opportunity for the year.
The highlights from this keynote were many. I thought I would share the ones
that resonated the most with me:
• Culture trumps strategy 100% of the time – it’s all about the people.
• Our reinvention is about the flexibility of our business model
• Culture change must include new ways to reward success.
• Print economics are going to weaken. With digital choices, customers will
continue to shift.
• Never waste a good recession; accelerate everything.
• The print audience is still strong and foundational. Print readers are: older,
richer, well-educated, active seekers, habitual, brand-loyal.
• ‘Too many products to market’ is a huge problem for our industry.
• Marketing: It’s about them, not us. It is about conversation, not lecture. It’s
about managing perceptions.
• Readers prefer value-added offers and memberships instead of
subscriptions (LA Times and The Day are two interesting case studies that
have started to sell via a membership model.)
• Mobile is about to explode worldwide. For most publishers 50% of their
digital content will be consumed via mobile devices by 2015.
Mobile + social = rapid engagement.
• Smart phones are about utility. Tablets are about experience.
In summary, Earl offered the following thoughts:
• Local media companies will need to fill the hole left by print advertising
with ten or more new revenue opportunities.
• We must focus relentlessly on core competencies (not the products
• Honesty is needed in our industry: we are not ready for 2017 therefore we
• Video is a huge revenue opportunity; mobile is an audience opportunity
(that will eventually be monetized.)
For complete coverage of the Mega-Conference including access to some of
the presentations, visit www.mega-conference.com.
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INMA’s Earl Wilkinson got things rolling with his keynote
presentation on the outlook for news media in 2013.
Culture Trumps Strategy
100% of the Time
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