Winning the Toughest Customer

Few people involved in sales will find growth, revenues and longevity unless they master one of the most difficult challenges facing the titans of American commerce: understanding women and then selling to them. That’s the premise of “Winning the Toughest Customer: The Essential Guide to Selling to Women” by Delia Passi. 

Her conclusion: “The time spent acquiring and retaining women customers will ultimately lead to more business generated per customer, twice as many referrals and a tendency to create greater word-of-mouth marketing for you and your brand.” Read the entire article. http://news.enquirer.com/apps/pbcs.dll/article?AID=/20070718/COL08/707180320/-1/back01 

Gordon Bayliss, DEI Advisor for Underwriting and Corporate Support

Ad Dollars are Shifting from Radio Online Faster than Anticipated

In a new article in Business Week research shows advertising dollars are shifting online faster than analysts anticipated. In fact, advertisers will soon spend as much money on the Internet as they do on the airwaves, according to a newly released eMarketer study. On Dec. 6, the New York research firm increased its estimate for 2006 online advertising spending by $500 million, to $16.4 billion.

Stations need to tap into this revenue.  If you haven’t started in online sponsorship or have just barely started, DEI can help.  Contact me at mschneider at deiworksite.org to find out how. 

Marlene Schneider - DEI Coordinator for Underwriting and Corporate Support

See: http://www.businessweek.com/technology/content/dec2006/tc20061207_485162.htm

Market Data on Online Marketing

Borrell & Assoc has released their 2006 online advertising estimates for all 210 of the country’s market areas.  The spreadsheet is free.  You can find this and more reports from Borrell and Associates here:

http://www.borrellassociates.com/report.cfm

-Marlene Schneider, DEI Corporate Support Coordinator & Principal, Revenue Solutions

Neilsen Ratings for Commercials - NY Times

Here’s a noteworthy article from the New York Times of particular interest for joint licensees.  It describes the June announcement from Neilsen that the organization would provide ratings for commercials…the article also describes the fallout from the announcement.  It is full of great stats on how many people with TIVO and other DVRs actually watch the ads on the programs they’ve recorded. 

http://www.nytimes.com/2006/10/18/business/media/18adco.html?ex=1318824000&en=f04214c2500263db&ei=5088&partner=rssnyt&emc=rss

-Marlene Schneider, DEI Corporate Support Coordinator & Principal, Revenue Solutions

Local Revenue for Online Ads Poised for Growth & Air America’s Bankrupty Explained

Here are two interesting articles from Medialifemagazine.com to check out pertaining to underwriting/corporate support: 

Local revenue for online advertising is poised for growth.  This is good news for public broadcasters who have online sponsorship programs in place.  Media planners report that the reason the web is so appealing for local advertisers right now is the ability to target.

http://www.medialifemagazine.com/artman/publish/article_7930.asp 

Air America filed for bankruptcy last Friday.  Media experts attempt to explain why in this article. http://www.medialifemagazine.com/artman/publish/article_7929.asp

-Marlene Schneider, DEI Corporate Support Coordinator & Principal, Revenue Solutions