Ad Sales Software: 9 Key Management Features for Magazines & Newspapers

  • Several media organizations — which previously have considered themselves as competitors — in Europe and North America are now collaborating in joint ventures. That way, they can create centralized digital advertising sales hubs. Selling inventory across a well-known brands network, as a single transaction brings audience scale and insight to counter the metrics of the Duopoly.
  • They continue developing a more focused and customized portfolio of revenue streams such as advertising operations and services tailored to local audiences. Many of these media owners have moved to sell a combination of advertising inventory and full-ad agency services to their local business communities. They are striving to harness the power of digital ads and marketing while lacking the internal expertise to do it successfully.

1. Integrated CRM System

Advertising sales reps need to manage many issues with their contacts, accounts, and agencies.

  • Let sales reps focus on selling by building efficiencies into their process, and providing them with a holistic view of customer activities.
  • Provide tools to help to have different departments on the same page. This removes silos and provides shared resources for research and outreach.
  • Get sales analytics and intelligent forecasting to make every step of the sales process more efficient and effective.

2. Ad Sales Business Intelligence

Salesforce adds that it’s important that sales understand trends in buyer markets. They should be provided with tools to help them take a look at account data and insights to nurture interaction with qualified customers.

3. Customized Inventory Manager

Sit down and reflect on your past year, and check out your media kit.

  • Is it clear and concise enough for your customers?
  • Are rates and specifications easy to understand?
  • Are customers and advertisers aware of the value of your magazine spread, featured content, premium digital inventory and sponsorship opportunities?
  • How diverse is your product catalog?
  • Have you had booking or billing errors with these specs?

4. Flexible Revenue Management

To what extent are your ad sales operations spread across publications, issues, and regions? Campaign managers today are challenged with creating a diversified revenue stream, but also better reporting to a central hub of information.

  • Have your publications underdelivered?
  • How are you on top of different payment conditions?
  • What’s the status of your invoices, orders and credit notes?

5. Customizable Booking And Scheduling Calendars

Driven by many factors, print and magazine issues have multiple deadlines to sell ad space, receive creative material, close an edition before it goes to print, check order fulfillment and proceed to billing.

  • Are you able to get instantaneous visibility of all your available advertising spaces and formats?
  • Can ad sales provide the best possible advice to advertisers on availability and options?
  • Is your inventory due to be filled up on time, are there unfilled premium positions?
  • Are you forecasting overbooking or under booking?

6. Workflows to Keep Up with Every Edition

If you’re in the print publishing business, a generic booking system or ad sales software can constrain your ability to optimize campaigns. Magazines and newspapers usually require carefully configured workflows.

  • It needs to follow up with your different teams. While ad sales require a good lead management workflow, those in charge of your advertising inventory need to track, receive, validate, produce, proof and distribute material in a manner that can be integrated with other ERPs and booking systems. That is the only way to keep up with sections, zones, and placement rules.
  • It must report to customers and intermediaries along the way. An ad space is not your conventional inventory. Therefore, you need to be thorough and precise with any proof of delivery.

7. Ad Sales Tools to Promote Ad-Agency Teamwork

Sales reps are frequently in dialogue via an advertising agency rather than directly with the advertising brand. The presence of the agency intermediary means:

  • They are working with the same agency who is serving different customers
  • They communicate with several agencies serving the same customer.

8. Forecast Your Issues’ Ad Availability

Checking your current inventory available is not enough. In the publishing industry, providing an insight into future issues is key to revise whether your customers’ preferences will be available before an issue occurs. Getting agreement to plan to lay down business for future issues typically attracts higher rates and less margin for negotiation.

9. An Ad Sales Software Ready to Go with Other ERPs

If your ad sales software is not compatible with your current finance system/enterprise management systems and isn’t capable of bi-directional integration, you’re dooming your team into doing extra manual labor which is prone to errors. That can result in invoice queries which are time-consuming and costly to resolve.



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