The Future of TV Advertising

Tracks trends in traditional television ad sales and the impact of new technologies, new competition.

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Proven senior level executive with over 25 years of leading turnarounds and startups of software companies in media, finance, energy and business intelligence. See more at Linked In.

Monday, October 09, 2006

Unified Sales Teams for Your Ad Sales

I've been working intensively on a web project and have fallen behind ... but this morning's article in Ad Age woke me up! They discuss the merits of having a separate team for web sales, versus a unified team.

It focuses on print, and talks about there being different metrics in print (same for TV) versus the web ... and the desire by agencies to have a single buy plan.

But beneath all this is the clash of cultures. the old style sales forces, as I have observed, see their media as the "be all and end all". They more often than not have more revenue (read, corporate clout). They look at the digital world as neat, but "value added".

The only way for the new media to gain a foothold in media sales organizations is to keep them apart.

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