Keep Your Eye on the Ball: Why Media Must Refocus on the Advertiser
Media sales professionals must refocus their efforts on understanding the advertiser’s business rather than simply promoting their own multi-media offerings. While digital media has become ubiquitous and powerful, traditional media still plays a vital role in building trust, reach, and local relevance—and the two work best when used together. Tools like <em>The Media Audit</em> and <em>Scarborough</em> provide rich qualitative insights into consumer behavior and advertiser categories, helping media reps consult rather than just sell. The key to success lies in empathetically listening to advertisers, diagnosing their challenges, and crafting solutions that genuinely serve their goals. In a world full of shiny digital distractions, media reps must “keep their eye on the ball”—the advertiser—and build relationships rooted in strategy, not salesmanship.
- 19 Aug 2025
Selling Certainty in Uncertain Times: How Local Media Sales Pros Can Build Trust and Drive Results
In today’s fragmented and fast-changing advertising landscape, local media sellers face the challenge of promoting a product—news and community media—that can feel both complex and misunderstood. But this very complexity offers a unique opportunity: to become more than just ad reps by positioning themselves as trusted partners aligned with their clients' values. By shifting focus from features to solutions, leaning into authenticity, and involving advertisers in the creative process, local media professionals can mitigate risk, deepen trust, and foster long-term client relationships. This approach not only increases revenue potential but also reinforces the critical role of community media in a rapidly evolving world.
- 17 Jun 2025
What Really Happens When Local Advertisers Go Dark: A Wake-Up Call for Media Sellers
<p>When brands cut advertising, the immediate savings can look good — but the long-term damage can be devastating. Two major brands that slashed their ad budgets across channels like TV, print, digital, and search saw short-term efficiency gains quickly followed by steep declines in revenue, profits, and customer acquisition. Even when they returned to spending, rebuilding was slow and expensive, with much higher costs per acquisition than before. For local media sales professionals, this case study reinforces the value of maintaining consistent ad presence — and the critical role media reps play in helping advertisers understand the long-term consequences of pulling back.</p>
- 02 Jun 2025
Adapting to the Digital Shift: How Local Media Sales Teams Can Thrive in 2025
<p>In 2025, local media salespeople in newspapers, magazines, billboards, and TV face growing competition from digital platforms like Google and Meta, necessitating innovative sales strategies. By leveraging industry trends, co-op advertising opportunities (available from MarketingInsights.Info) and tailored presentations, sales teams can emphasize their media rsquo;s unique strengths to drive revenue. This article explores actionable strategies to help local media sales professionals adapt and succeed in an evolving advertising landscape.</p>
- 20 May 2025
US Retail Sales Trends: E-commerce Surge and Resilient Consumer Spending in 2024
<p>Industry Press Highlights, Media, Retail, Advertising and the Economy</p>
- 30 Jan 2025