Home' Local Media Today : February 2008 Contents GOOD THINGS COME TO
THOSE WHO DRIVE!
With the changing landscape of the
newspaper industry toward diversifica-
tion of product and delivery of message,
we knew that we had to change our mar-
keting approach to succeed. We realized
that even the best sales representatives
cannot see every account and present
every publication, product, or advertis-
ing medium in the portfolio. We had to
take another route. We had to evolve.
About five years ago, CNHI adopt-
ed the “drive team” concept of deploy-
ing a person or team of professionals to
our newspapers, with the charge of
building new business. The drive team
approach was a way for us to counter
some of the advertising downturns we
had been experiencing, such as in auto-
Today CNHI has several different
drive teams including yellow page
experts and traveling Internet executives
who not only assist in growing new
business but help newspapers in other
areas. The teams may
also help in launching
new products such as
city magazines; they
lend a hand in grow-
ing special sections,
may focus efforts on
TV books or simply
assist in contract selling. Whatever the
need, we send in the teams and they
deliver. Here is a look at some of our
teams and how they work.
Yellow Page Teams
The “Yellow Page Conversion
Program” provides an alternative to the
continually increasing cost of advertis-
ing in the yellow pages and offers an
incentive to move the saved advertising
dollars into the newspaper. It all begins
by training the ad representatives.
Several months before the closing
date of the local yellow book, the New
Business Development Department pre-
pares market statistics, analyzes the cost
of advertising in the local yellow book
and works with the respective publisher
and ad director to organize sales infor-
mation. Leads are developed at that time
with the emphasis on non-advertisers.
When the Yellow Page Leader arrives,
he/she spends a few hours educating the
ad reps, showing them how yellow page
advertising is priced, how it is sold and
how the cost of advertising in the yellow
pages compares to investing in the
With a projected growth of 26.7%
during 2007*, Internet advertising is one
of the best bets to focus on in 2008.
Allocating a segment of time on selling
your online space with a drive team or
local champion can be the quickest way
to realize that growth.
Our dedicated team of sales consult-
ants who specialize in web advertising
visit each newspaper and meet with the
publisher and ad director to develop a
business plan. In some of our larger
markets or a market that has not had an
Internet launch, we will send out a
group of consultants to “blitz” the mar-
ket and get quick hit sales.
Prior to the arrival of the Internet
Drive Team, an assigned Internet rep
works with the ad director to develop a
rate card and sales materials. On the
team’s first day in the market, they meet
with all of the newspaper reps in a half-
day training session that includes the
overview of all products available for
sale, as well as pricing, production and
follow-up techniques. Tip: Incentives
work to motivate the local reps!
The team then concentrates on fill-
ing each hour of the sales weeks with
strong appointments. Meeting with pre-
qualified advertisers and a decision
maker is a must in the formula to maxi-
mizing close ratios. Typically these are
four-legged sales calls.
New Business Print Teams
Every publication has a professional
ad team with its own set of strengths
and challenges. But how much stronger
could it be if every team at every publi-
cation could share ideas, issues and
solutions? This drive team offers just
that opportunity. It is comprised of a
small group of individuals who travel
weekly to different locations, to work
with the advertising staffs and share
their experiences and knowledge of pre-
vious drive team events. They work
one-on-one with the advertising repre-
sentatives making sales calls while pass-
ing along tips about presenting the prod-
uct, overcoming objections and closing
The team and the local management
jointly decide what the focus will be for
the week, such as the start of a new mag-
azine, selling “hot spots” or simply sign-
ing new accounts.
As we move into the New Year, we
are confident that our drive teams will
continue to provide the added boost to
our newspaper ad reps in achieving their
sales and revenue goals. Drive teams
DO make the difference!
chairman of the board
SNA Board Chairman
© 2008 Publishers Circulation Fulfillment, Inc. All rights reserved.
Embrace growth. Start by rethinking distribution. Investing in your company’s growth takes time, resources
and focus. Not easy when your teams are distracted by too many operational challenges. Enter: PCF. We’re
distribution experts, and the nation’s largest independent home and office newspaper delivery company.
PCF can relieve the burden of managing daily operations, so you can focus your dollars and talent toward
the media opportunities that lie ahead. Visit us online or call 1-877-PCF-6668 to learn more.
We’ll handle delivery. You pursue the future.
I’ve got to fund
in new places
in the existing ones.
- Chief financial officer
Yeah, I’m ready.
Links Archive March 2008 January 2008 Navigation Previous Page Next Page