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media companies in which you are endeavoring to recruit and pre-train media reps
for specific placements at waiting sales positions in various markets. Do I have that
right? And, how is it going so far?
A You have it correct! Until this point our program focused on connecting
soon-to-be college graduates from advertising, business and sales programs to
our partners who had opportunities available. We are getting to the point where most
graduations have happened and hopeful for a few more placements. Timing is
crititical, we’ll be in an even better position next year as we have already started
connecting with rising seniors.
Q Is there a limited lifespan for Career Connect or is this something that you
think has some legs and will be able to rollout to a wider set of media compa-
nies? If yes, when and what can members expect?
A I can’t think of an individual in a leadership position in this industry I’ve
spoken with in my time with LMA who doesn’t have a general challenge
finding people. This has legs, we just need to figure out how to allocate resources and
continue to brand ourselves to the various pools of candidates. This year was very
fruitful in getting people to know who we are and what we’re doing. The students we
are trying to connect with our media companies are in high demand, getting them to
recognize our name as viable connections to opportunity just takes a little time.
Q What do you believe are the key ingredients that a media company should be
looking for when hiring a sales rep? And, how are you finding the crop of
college grads you have met with so far in the Career Connect undertaking?
A I think a sales rep needs to want to sell. That sounds pretty simple, but some
people thrive on a sales environment and others are using it as a placeholder.
It’s hard to tell this on the front end, but sales reps have to be so adaptable to change
these days, it’s just part of the culture, so a person who thrives on that is important.
Additionally, I think the most successful sales people take a high degree of account-
ability for their own development and success, so “self-driven” to me is critical.
The college grads bring unique perspectives to our organizations. First, their
consumerism of news and advertising fits very well with our growing digital platforms.
They have not lived without many of the things we’re selling, so there’s a lot of intu-
itiveness about how to creatively match that with advertisers needs. It’s somewhat
bothersome that the labeling of “millennial” has become so negative. They are high
energy and have a strong desire to succeed. If they can see a career path or path to
progression they are very willing to work hard for it.
Q In your year and half tenure with LMA you’ve continuously filled your plate
with more and new offerings. Tell me...how do you incubate new initiatives/
offerings? What’s on the Amie Stein ‘training & development’ horizon?
A The most exciting thing on the horizon is the ability to expand the training
division by the addition of a new trainer. We’re currently working on finding
the right person to fill this role and will then have capacity to roll out additional
training options. There will never be a lack of different offerings that we could make
available. If anyone reading has specific thoughts, we want to be reactive to the needs
of our members, so send them my way!
Q Finally, put yourself in the shoes of a small market, limited resources Advertis-
ing Sales Manager at a local media company. What is the single most vital
training that you would invest in? And, what would you do to help keep your reps
sharp, motivated and ready to face the increasingly competitive and complex world of
multi-media ad sales?
A Well, we clearly have to make sure our sales teams have solid product knowl-
edge, not only of our own platforms, but some basic knowledge of all the
competition that’s now out there. But, honestly, I believe the single most vital training
we need to do is consistent sales training. I read recently that SMBs are called on by
an average of 39 media reps A MONTH. To cut through that competitive clutter, we
have to be good at our profession. The way we sell and the tactics we use are evolving,
the fundamentals are not. Continuing to develop strengths in all areas of the sales
process, in my estimation, is most critical.
n Professional Customer
n Prepress Technical
COMMERCIAL PRINTING DIVISION
In living color.
Process color that brings your publication to life.
CONTINUED FROM PAGE 2
Amie during a training session for the Colorado Press Association earlier this year.
More about this gathering, set for August 20-21 in Chicago,
Internet Ad Revenue Hits
$42.8 Billion In 2013
Investments in U.S. interactive advertising reached $42.8 billion in Internet advertising last year
- - up 17% from 2012, per the IAB Internet Advertising Revenue report.
More brands now depend on digital media like social media, search engine marketing and
mobile media to augment print and broadcast campaigns. Social and mobile are set to explode
yet most local media companies have not found meaningful ways to monetize these two areas
of the business. The late summer LMA/Borrell Associates Social+Mobile conference will focus
entirely on the revenueside and all LMA members are urged to attend this important event.
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