helping media companies maximize revenue through effective sales of their multimedia assets

Posts tagged "newspapers"

PRESS RELEASE: The Blinder Group Clears $1 Million Mark in New Revenue for Newspapers

For Immediate Release

Contact: Patti Minglin, Marketing Director

patti@gogirlcommunications.com

630-209-2524

 

 

The Blinder Group Clears $1 Million Mark in New Revenue for Newspapers

Service-related businesses help newspapers achieve new print and digital revenue

 

Tampa, FL—Today, The Blinder Group announced it had helped local newspapers already generate more than $1 million in new revenue for 2017.  “In my 18 years of working for newspaper clients, this is the best ‘out of the box’ revenue year I have witnessed,” said Mike Blinder, President of The Blinder Group, a multimedia sales training and consulting firm based in Tampa Bay, Florida.  “I would say that 2017 is shaping up to be our best year ever, adding to the $110 million+ we have already achieved for newspaper companies around the world.” 

Shaw Media in suburban Chicago and the Royal Gazette in Bermuda were the engagements that took The Blinder Group over the $1 million dollar mark earlier this month.  In both cases, the client newspapers engaged The Blinder Group to:

 

  • Consult on “best bets” for multimedia solution development, packaging, and pricing.
  • Perform online and onsite sales training on the most effective means to take these products to market.
  • Host exciting, dynamic workshops for local business leaders to help introduce these products.
  • Perform sales assistance by deploying sales trainers who assist the local sales representative in presenting these products to local advertisers.

 

“We loved having Mike and his team in our Chicago NW Suburban markets,” stated Jason Hegna, Revenue Director at Shaw Media. “The events we hosted for local business owners were well received with over 95% saying they were “very satisfied” with Mike’s presentation on marketing tactics. Plus, the follow-up meetings we had with The Blinder Group team achieved over $200,000 in new business for our newspapers.”

The most active type of advertisers for The Blinder Group clients this year have predominately been service related businesses in categories such as healthcare/wellness, home improvement, financial services, legal services, and real estate.  “This has been a banner year for real estate services,” says Mike.  “It has become one of the largest new business categories for our newspaper clients.”

Mike will be exploring this “resurgence of real estate revenue” at the upcoming Inland Press/The Blinder Group Revenue Conference, April 26th-27th in Austin, Texas.  Click here for information and registration.  “We will look at the best methods newspapers can use to find these dollars and share the sales programs we have been using to close the deal.”

 

 

For more information, contact:

The Blinder Group

Mike Blinder, President

917-865-4827,  mike@blindergroup.com  

 

Shaw Media

Jason Hegna, Revenue Director

224-558-6532, jhegna@shawmedia.com

 

Blinder Group Assists Newspapers in Achieving Record Revenue for 2017

The Blinder Group has been very busy during the first weeks of this New Year—generating more dollars for the global newspaper industry than any other in our 18-year history. To date, The Blinder Group clients have achieved over $425,000 in new ad revenue for 2017, with half of those dollars coming from traditional print advertising.

Client newspapers we have worked with so far this year include:

  • Wick Communications--Sierra Vista (AZ) Herald
  • Gatehouse Media--Eastern North Carolina Group
  • Digital First Media--Northern California Group
  • Bermuda Royal Gazette
  • OPSA Media Honduras

 

In each of these markets, Mike Blinder consulted on best practices in sales pricing and packaging as well as brought his exciting and dynamic multimedia education workshop to local business owners. During these workshops, business owners learned how to effectively use multimedia strategies and were offered tailored products and packages crafted by our client media companies as possible multimedia marketing solutions. In most cases, those tailored solutions blended the dominant reach of the local newspaper’s print and Web products with innovative programmatic audience extension, social media marketing and assistance with search engine optimization. In the case of Digital First Media, The Blinder Group assisted in the crafting of a new real estate marketing solution that was widely embraced by many Northern California real estate brokers and agents!

In addition, the highly experienced trainers/advisors of The Blinder Group rode along with the local sales force, assisting them with presenting products and programs to local business owners.

“I can’t tell you how much I love this job," said Mike Blinder, president of The Blinder Group. “I wake up each morning when in-market focused on helping a thriving newspaper leverage its credibility, audience, and content to maximize revenue. I'm just so honored to help this amazing industry adapt and thrive in such an ever-changing media landscape."

 

 

About The Blinder Group

More than 350 media companies throughout the world have worked with The Blinder Group, a team of highly experienced trainers/advisors who assist clients in maximizing their revenue opportunities through effective onsite sales training and revenue generation programs. 

As founder and president of The Blinder Group, Mike Blinder is an internationally recognized expert on media advertising and author. His book Survival Selling reviews the fundamentals of B2B sales and has been acclaimed as a “must read” by managers and salespeople in all industries.

 

Contact:

Becky Bork

Ad Director

Wick Communications, Sierra Vista (AZ) Herald

515-423-6518(m) | becky.bjork@svherald.com

 

Dennis Sheely

Director of Sales & Marketing

Digital First Media, NorCal Community Media

707-330-7528(m) | dsheely@bayareanewsgroup.com

 

David Prizer

Director of Digital Marketing

Gatehouse Media, Eastern North Carolina Group

910.568.6866(m) | david.prizer@newbernsj.com

 

Mike Blinder

President

The Blinder Group

917-865-4827(m) | mike@blindergroup.com

Seven digital products you need to be offering local advertisers NOW!

We hear a lot of whining from local media markets these days.

Publishers still want to "protect" print revenues.

Sales reps complain about training gaps, and worry about fulfillment after the sale of digital products.

Advertisers are perplexed about the plethora of choices, and the lack of a single solution that will address their digital marketing needs.

That last item is, and always has been, the key for local media companies looking to survive and thrive for the next five years and beyond.

Local media companies, especially newspapers, are uniquely situated to be the primary provider of digital marketing products in every local market across the land.  That's because they have the deep relationships with many local businesses that competitors lack.    

To this day, however, publishers are guilty of selling what they have, and not what the advertiser needs.  That opens the door for every ilk of competitor, which these days are led by directory publishers, national Internet companies including Google, Facebook and Yelp, and local television stations.

The only antidote, and the only key to thriving in today's local market landscape, is to quickly and forcefully position your company as THE "full service digital provider" in your market.  You have to not just say it, but live it.

You and your sales teams need to stop joking that you are "dinosaurs" or "still trying to learn this digital stuff."  At the very least you should be reinforcing to your advertisers that you are "being trained to be real digital experts."  That is the message that will resonate with your advertisers and build their trust in you as their guide to solve and exploit the digital arena.

Many of you are still offering banner ads on your websites with print ads in your newspapers, and calling it "multimedia."  Your advertisers could care less about multimedia; what they are seeking is smart digital solutions.  "Multimedia" is about your needs, not theirs.  

Here are the digital product lines you must have in place right now:

SOCIAL STREAMING.  Social media was flat out oversold to local advertisers over the past ten years.  The result was that they spent time and effort building social presences, especially on Facebook, which never delivered meaningful return on investment.  More recently, Facebook's changing rules regarding business pages have reduced the value of a "like" to roughly zero.  You need to walk your advertisers through all this, but you also have the opportunity to present a magnificent solution.  Solutions like the social streaming widget offered by Friends2Follow immediately put every social post on steroids, by displaying them to the thousands of local readers already coming to your media website for local news every day.

AUDIENCE EXTENSION NETWORKS.  Also known as behavioral targeting, reach extension, geotargeting, search retargeting, national network ads, or even programmatic...all these labels refer to using a national network of websites to target the best prospects for your advertiser.  Since these networks often utilize top name brand sites, they are by nature sexier to your advertisers than banners on your own website.  Get used to it.  More importantly, because geotargeting across national sites is a key feature of most programs, this product line gives you new found power with advertisers who have multiple locations, regardless of whether all those locations happen to fall within your newspaper footprint.  To get started quickly contact a vendor that specializes in the needs of local newspapers such as CWR Digital.

EMAIL MARKETING.  Publishers have largely overlooked or abandoned email marketing for third party advertisers, but demand remains fairly high across local markets.  You will not sell this line to hundreds of advertisers, but if you don't offer this line over time you will yield market share to competitors.  To avoid a ton of fulfillment work, consider outsourcing to an expert vendor such as Presslaff Interactive.

TEXT BASED PROMOTIONS.  A subset of your advertisers are wide open to text based programs because of the lure of geo-fencing, and quick measurable results.  Here again we recommend finding a good vendor that can help you scale your efforts quickly and seamlessly.  

WEB DEVELOPMENT.  Perhaps the most cantankerous of all product lines to manage, but if you don't offer the full gamut from simple templated sites to the most advanced database driven ones, you are yielding enormous market share, not to mention control of the advertiser's digital efforts, in your market.  Stop making excuses and find a solution that works.

FACEBOOK ADVERTISING AND GOOGLE ADWORDS.  Two different product lines, but they are very similar in what they mean to you.   Low margin lines that often require carefull fulfillment and maintenance.  We could ignore them except for the fact that they work!  If you don't handle these for your advertisers they will bypass you and go direct to these big national brands.  The model here is to buy advertising on the big platforms, and mark up the cost to cover your services to the advertiser.  You're a digital agency!

If you want to talk more about any or all of these, or better yet if you want to schedule a full blown digital sales campaign to accelerate your positioning in your local market, call us today.  We currently have some open weeks in the fall of 2016.  

 BOB KELLAGHER     

Bob2

THE BLINDER GROUP     

215-359-8164      

BobKellagher@gmail.com      

Twitter @Bobkellagher

Facebook www.facebook.com/blindergroup

 

 

 

 

 

 

 

 

 

New Revenue Secrets from Canadian Media Companies

How did two Canadian media companies drive over $2 million in new revenue in the past few months?

Mike Blinder recently hosted a live Webinar from the Inland Press Association meeting in Chicago, and was joined by two panelists:

- John Knowles, Digital Director for TC Media

- Peter Kvarnstrom, President of Community Media at Glacier Media Group

Highlights:

- TC Media generated $1.5 million in new revenue in one month!  Glacier brought in $540,000.

- Multi Platform Bundles reward advertisers for using print plus digital to achieve desired impact in the market.

- TC Media offered extended reach in local markets beyond the newspaper website by tapping their National Network.

- Glacier achieved extended reach by including demographic, contextual and site retargeting from their vendor, simpli.fi.

- Advertisers chose between Instant Impact or Frequency Branding options.  Instant Impact programs include larger ads run less frequently, and are popular with clients who have special offers seeking direct results.  Frequency Branding programs offer smaller ads run more frequently, and appeal to clients who are more interested in long term positioning in the market.

- Local businesses have a strong appetite to leverage social media, so special Facebook programs were included, and were a big selling point in the programs that were offered.  A vendor called Friends2Follow offers a product that dynamically flows clients' Facebook posts onto the pages of the newspaper website, thus solving the problem of limited audience for posts due to Facebook's new rules for business pages.  Now thousands of new viewers see every post the client submits.

- Both companies emphasized reach and frequency in their selling, capitalizing on their combined print/online reach in local markets that blows the competition away.  Most local newspapers are delivering over 70% local penetration among adults.

- Both markets kicked off their efforts with client workshops featuring Mike Blinder.  These free sessions provided marketing education and direction for clients, and helped create demand for followup sales calls during the sales blitz week in each market.

To view the full Webinar just CLICK HERE.

To learn more about how Blinder Group solutions can help your media company grow revenue CLICK HERE.

Bob1

 

 

 

 

BOB KELLAGHER    THE BLINDER GROUP    215-359-8164    BOBKELLAGHER@GMAIL.COM