—Diane Silberstein, Publisher, Opera News
Association Media & Publishing's Sidebar blog interviews Lindsay Morrison, VP of Marketing Communications at Kantar Media SRDS & Healthcare Research, a group that collects, organizes, and delivers advertising data to connect media buyers with media sellers.
SRDS recently teamed up with AM&P member James G. Elliott Co., Inc. on an important new market research study designed to understand the information needs of media planners and buyers at advertising agencies. What follows are some of the surprising results of this study, which was conducted in Q4 2013 and included 204 individual respondents. Here's an excerpt:
Sidebar: What are some of the surprises gleaned from your recent survey of advertising agencies?
Morrison: One of the more interesting is that there are an increasing number of media buyers who are planning and buying advertising schedules all year long, as opposed to the more traditional pattern of planning and buying your advertising in the fall for the coming year and then being done with it. In our survey, 63 percent of the media buyers said they are buying schedules sporadically, quarterly, or semi-annually.
Read the full interview here:
Jim Elliott has been elected to the 2014-2015 Board of Directors of Association Media & Publishing (AM&P). As a longtime member of AM&P, a frequent writer for Signature Magazine and Blurb, AM&P's blog, he looks forward to contributing to the organization in this new role.
For more than 30 years, Association Media and Publishing, formerly known as the Society of National Association Publications (SNAP), has served the professionals and publications that educate, inform and engage members of trade and membership associations.
Association Media & Publishing’s 2014 Annual Meeting will be held May 19–21, at the Sheraton Premiere, Tysons Corner, VA. http://associationmediaandpublishing.org/
New research from Kantar SRDS and the James G. Elliott Co., Inc. now being released illuminates factors that affect the way media is planned and bought today. Samir "Mr. Magazine™" Husni's video interview with Steve Davis and Jim Elliott, presidents of the sponsoring companies, will help viewers see how they can increase ad sales revenues by applying these findings and selling the way today's buyers want to be sold.
You can get a copy of the full study by filling out the form on the left.
Read more about it in our latest issue of Ads and Ideas: /ads-ideas/2014/3/19/how-agencies-plan-and-buy-today.html
More buzz about this study:
Mr. Magazine's™ Blog: http://mrmagazine.wordpress.com/2014/03/18/when-in-comes-to-ads-ad-agencies-and-ad-sales-today-mad-men-dont-exist-the-mr-magazine-interview-with-stephen-davis-and-james-g-elliott/
Over at Publishing Executive's website (pubexec.com), Bo Sacks takes on Rate Base and asks industry leaders (including Jim Elliott) for their take on it. An excerpt:
"From my perspective, rate base is a convoluted tool designed to produce distorted circulation figures. Yes, auditing is an attempt to verify with some precision and prove to the advertisers that a certain number of people may have picked up and read your magazine. But imbedded in this arcane system is a potential for trickery and a temptation to abuse the well-meaning audit results to achieve what amounts to some meaningless readership number."
You can read the rest here: http://www.pubexec.com/article/pulling-back-the-curtain-rate-base-inflation/1
Association Media & Publishing / By Carla Kalogeridis
Sidebar Newsletter of February 13, 2014 from Association Media & Publishing, carries an interview with Jim Elliott. Jim shares ideas to help associations improve the search process when they are looking for new ad sales representation. Even when use of an RFP is mandated, some preliminary research can help publishers save time by narrowing the field to firms that have the right chemistry, capabilities and interest-level. Read it in full here:
The Folio: MediaNext Show held in New York October 20-22, 2013 was packed with information useful to members of the publishing community. A complete guide to all of the events are available here, with links to many of the individual presentations. Jim Elliott's presentation, The One Constant in Media Sales: Disruption, can be viewed in its entirety here.
In November 2013, Dr. Samir "Mr. Magazine" Husni once again hosted the annual ACT event for the publishing industry at Ole Miss.
At ACT 4, speakers included such luminaries as Billy Morris, CEO of Morris Communications, Donna Kessler, President of Morris Media Networks (publishers of 65,000,000 circulation Where Magazine) and prominent M&A advisor Reed Phillips of Desilva+Phillips, interviewed by Jim Elliott. See Jim Elliott's interview with Reed Phillips here:
"How Magazine Publishers are Creating Value for Their Companies in the Digital Age"
Reed Phillips, CEO and Managing Partner, Desilva + Phillips
Jim Elliott, CEO, The James G. Elliott Co., Inc.
The Power of Print Integrated
Magazine Innovation Center, The University of Mississippi
See what BoSacks had to say about ACT 4 immediately afterward: conta.cc/HQp72T
Modern salespeople must be agile enough to adapt to the ever-changing ad sales process.
For years, I have been noticing a trend in advertising sales which I have described as a transition from relationship selling to transactional selling. When I discuss this topic with publishing executives, most agree immediately, because they have observed the same change. However, some of the comments made in response to my article in the April issue of Publishing Executive led me to realize that I need to explain my thoughts more completely.
Some readers took my use of the term “transactional” as demeaning to the role of today’s salespeople. This was not my intention—I meant to convey that the focus is moving to be more between the buyer and the product, instead of the buyer and the seller. Since it is hard to have a personal relationship with a product, “transactional” was the best description I could think of to define the seller’s position. Friendliness is still important, and rapport does certainly help, but most buyers are no longer highly influenced by their personal relationships with the sellers. If nothing else, the accountability that comes from greater use of metrics and public discussions of advertising buys work to reduce cronyism.
On April 23, Jim Elliott was honored to deliver the presentation,"The Power of Print in the Digital Age," to many advertisers and staff of Otavamedia Oy, one of Finland's largest publishing houses.
The Finns are avid magazine readers and consumers: Finland has the highest percentage in the world of magazines delivered by subscription. "We have much to learn in the US from the Finns about magazines, particularly on the circulation side of our business" was Jim Elliott's reaction after his visit. More on this visit in the next newsletter.
On October 24, Jim Elliott and Bill Pollak, former CEO of both ALM and the ABM, delivered the presentation, "What is the Power of Print in Today's Advertising & Sponsorship Environment," to publishing executives attending Magazine Innovation Center's ACT 3 Experience, hosted by Dr. Samir Husni, "Mr. Magazine," at the University of Mississippi. You can view Jim and Bill's presentation below or go to http://blip.tv/mcast to see more from the Act 3 Experience.
From min's 10/8/2012 issue:
Excerpts: “ ‘The reason is practical,’ says … publisher/editorial director Teresa Duran, who recently switched to the business side after serving nine years as editor-in-chief. ‘We want to direct our members' fees … to conservation—which is our mission—rather than paying to produce a magazine.’”
“Duran calls the parent Nature Conservancy ‘a big tent that is nonpartisan and nonconfrontational. We work with private landowners, corporations, and the government. For example, with BP, we worked to ensure that its …well settings in the West would not go in places that were harmful to species in their habitat. And, in the aftermath of the  spillage in the Gulf of Mexico, we were a huge advocate of getting funds from BP and others directed back to the Gulf states for restoration work and conservation work.’”
“ ‘We've protected more than 119 million acres of land and 5,000 miles of rivers worldwide and we operate more than 100 marine conservation projects globally.’”
“ ‘We won't allow anything from 'extractive industries,' meaning oil and gas…. Gambling is not allowed either…..’”
“…Leading the sales effort is New York-based James G. Elliott Co. general manager…Dennis Connaughton (Field & Stream publisher during the 1990s).”
Note: Four-color page rate is $55,250 on 650,000.
First issue with advertising is March/April 2013
Magazines always attracted people with common interests, but except for association publications whose members belonged to the same organization, most readers were not really a community, because they didn’t have any convenient way to identify one another. That is all different now, as there are many ways to find and communicate with like-minded people, especially through websites and groups within social networks.
One might think that digital technologies are disruptive, as they are often described, but from our point of view they are not. In fact, digital editions, social media, mobile and other new approaches are not hurting our business. On the contrary, they are good for sales because advertisers are looking for communities, and digital technologies are helping communities to form.
NATURE CONSERVANCY PRESS RELEASE
Date: September 26, 2012
THE NATURE CONSERVANCY TO BEGIN ACCEPTING ADVERTISING IN ITS MAGAZINE AND ON ITS WEB SITE.
The Nature Conservancy announced today that it would begin accepting advertising both in its member magazine and on its web site in 2013. Advertising will begin appearing in the March / April 2013 issue of the organization’s bimonthly magazine, Nature Conservancy, which has a circulation of 650,000.
“The magazine has proven to be an invaluable tool in attracting and retaining dues-paying members of our organization,” said Teresa Duran, Publisher of Nature Conservancy. “But producing an award-winning magazine and web site is an expensive undertaking.” By creating a revenue base for media properties from advertising, the Conservancy will now be able to channel funds previously used for member media toward supporting the organization’s core mission of protecting the lands and waters on which all life depends.
Excerpt: "Having [James G. Elliott Co.] as part of the team is the equivalent of having an instant sales presence," says Slon. "The marketing and research is much more substantial and one of the things that was appealing about the partnership is they agreed to dedicate the equivalent of one full-time staff person to us—so one-half person in New York and another half in Los Angeles."
Read the full article here: http://www.foliomag.com/2012/saturday-evening-post-outsources-sales-operation
Over at Association Media & Publishing's blog, Blurb, Jim Elliott talks about how web advertising will not hurt your members. Here's the full article:
Because my company is charged with selling advertising, we are always looking for ways to reduce obstacles to sales, increase web traffic to the sites we sell, and keep the CPM (cost per thousand) at a level that makes the sales effort worthwhile.
Sometimes we find ourselves with a legacy situation, facing unnecessary obstacles. One of those is the existence of a smaller subsidiary commercial website run by the association's publication. Sometimes this commercial site is reachable via the association's main member site, and sometimes it is separate. Either way, selling the subsidiary site is tougher than it needs to be.
In August 2012, Jim Elliott was featured in Matt Kinsman's ABM Member Spotlight Video Interview.
ABM, the association of business information and media companies, is the center of the global b-to-b ecosystem. ABM is the only association focused on the integrated b-to-b media model — which includes business information, digital, print and events.
"Winning magazines believe in print and they have stamina — they haven’t made massive cutbacks — and they have the ability to prove a unique and committed audience.”