Media organizations are in the midst of a massive transformation, pivoting from print-driven revenue to selling custom content, native ads, programmatic, and more. As magazine products evolve, so too must the salespeople who sell them.
“[Sales] training and support needs to be essentially constant because the product evolution is so rapid these days. To have your salespeople up-to-speed on everything is going to require constant investment, not only from your company but from the individuals as well.” Gautam Ranji, SVP of licensing and business development at Hearst Magazines International made this comment during a panel discussion Publishing Executive held last week, titled “How Publishers Are Adapting in the Multimedia Universe.”
The panel featured Ranji, Rodale’s executive director of digital business development Diego Sanchez, and Trusted Media Brands’ CTO Aneel Tejwaney. The panelists discussed the organizational changes needed to better support sales staff and adapt to new client demands. Those changes include training sales teams to sell across brands and products, providing specialists that can assist sales, purchasing new tools to support sales staff, and investing in “curious” talent that are willing to learn new techniques.
Listen to the complete audio from this conversation below. Moderator Adam Reinebach, president of Responsive Partners, is the first speaker, followed by Sanchez, Gautam, and Tejwaney.
Publishing Executive will dive deeper into how publishers can modernize their sales efforts at Reboot on November 16th. The event is a full day of sales training that will challenge attendees to rethink what they sell and how they sell it. Use the promo codes “EARLYBIRD” for $100 off the regular rate or “EARLYBIRDCO” to take $125 off the group rate. But register soon, because these codes will expire on October 9th.
Ellen Harvey is a freelance writer and editor who covers the latest technologies and strategies reshaping the publishing landscape. She previously served as the Senior Editor at Publishing Executive and Book Business.