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Media Sales Management and New Product Innovation: An Exploratory Study
Unformatted Document Text:  MEDIA SALES AND INNOVATION 17 Table 7. Quotes regarding methods of selling ad time on digital channels 1-25 GM B “Both stations sometimes sell just a fixed billboard to be placed on the screen throughout the weather forecasts. Other times, we sell both the logo space and 30-second spots.” 26-75 GM A “We are given 12 minutes per hour to sell on network 24/7 weather channel*. The selling of advertising on this channel is sometimes bundled with that on the core channel as well as the stations’ websites.” 76-125 GM A “There are plenty of advertising schedules bought that were for Big 4 network* that our account executives end up selling some CW time as well. I realize that some of these advertising dollars are cannibalized from my Big 4 network* station, but, for the most part, the sales team keeps the stations separate.” 76-125 GM B “We don’t really package the digital and primary stations together, but we sell both. Having both stations available provides the salesperson with more tricks in his bag. You can walk in and go, well look, if you want to get into that time period, and you’re looking at that demo, or you’re looking for some cheap spots, I’ve got some on My Network.” *Item in italics represents a case in which specific descriptive information concerning the subject was removed. Table 8. Future Multicasters’ Methods of Selling Advertising Future Multicasters Method of Selling Ad Time on Digital Channels Spots Packaged Spots Bundled Fixed Spots on with Primary with Website Billboard Digital Station Only Channel Only 1-25 GM A/1-25 OM x x 26-75 GM B x x Table 9. Quotes regarding future methods of selling ad time on digital channels 1-25 GM A “Yeah, we’re going to pair up with national weather broadcast service* that has a 24-7 model. You can sell 30-second spot ads or you can also sell space on the L-bar (of the national weather broadcast service). The revenue model is they get a percentage of advertising space and time and you get a revenue percentage space and time. They sell nationally, you sell locally.”

Authors: Holmes, Todd.
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MEDIA SALES AND INNOVATION  
 17
Table 7.
Quotes regarding methods of selling ad time on digital channels
1-25 GM B
“Both stations sometimes sell just a fixed billboard to be placed on the screen 
throughout the weather forecasts.  Other times, we sell both the logo space and 
30-second spots.”
26-75 GM A
“We are given 12 minutes per hour to sell on network 24/7 weather channel*. 
The selling of advertising on this channel is sometimes bundled with that on the 
core channel as well as the stations’ websites.”  
76-125 GM A
“There are plenty of advertising schedules bought that were for Big 4 network
that our account executives end up selling some CW time as well.  I realize that 
some of these advertising dollars are cannibalized from my Big 4 network
station, but, for the most part, the sales team keeps the stations separate.”  
76-125 GM B
“We don’t really package the digital and primary stations together, but we sell 
both.  Having both stations available provides the salesperson with more tricks in 
his bag.  You can walk in and go, well look, if you want to get into that time 
period, and you’re looking at that demo, or you’re looking for some cheap spots, 
I’ve got some on My Network.”         
*Item in italics represents a case in which specific descriptive information concerning the subject was removed.
Table 8. 
Future Multicasters’ Methods of Selling Advertising
Future Multicasters
       Method of Selling Ad Time on Digital Channels
Spots Packaged 
Spots Bundled  
Fixed              Spots on
  with Primary
with Website           Billboard             Digital
     Station
 Only         Channel Only
1-25 GM A/1-25 OM
                x
       x
26-75 GM B
          x                                                                                           x
Table 9.  
Quotes regarding future methods of selling ad time on digital channels
1-25 GM A
“Yeah, we’re going to pair up with national weather broadcast service* that has a 
24-7 model.  You can sell 30-second spot ads or you can also sell space on the L-
bar (of the national weather broadcast service).  The revenue model is they get a 
percentage of advertising space and time and you get a revenue percentage space 
and time.  They sell nationally, you sell locally.”     


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