All Academic, Inc. Research Logo

Info/CitationFAQResearchAll Academic Inc.
Document

Media Sales Management and New Product Innovation: An Exploratory Study
Unformatted Document Text:  MEDIA SALES AND INNOVATION 9 “It would be handled similarly to that of non-traditional revenue (NTR). When sales get to the point where it’s justifiable, what will happen is, they [sales managers] will hire salespeople.” The smaller market stations each have one sales staff at the moment that sells advertising on their primary channel, which is a Big 4 affiliation, along with either The CW or My Network. If 126+ GM were to pick up another Big 4 affiliation, then he would split his sales staff into two separate teams. One team would sell the existing Big 4 affiliation along with My Network while the other team would sell the new Big 4 affiliate in addition to My Network. Product-Market Scope Methods of selling advertising on multicast channels: stations currently multicasting Table 6 details the methods of selling advertising for the broadcasters currently multicasting. As can be seen, most of the broadcasters are utilizing more than one method. INSERT TABLE 6 ABOUT HERE When asked about the selling of 30-second commercial spots, fixed billboards, and Internet advertising, the large market stations were selling advertising on multicast channels containing 24/7 weather content. Alternatively, the smaller market stations are all selling advertising on multicast channels affiliated with The CW or My Network. Having access to The CW and My Network on a multicast channel illustrates an advantage of operating in a smaller market. There are fewer competitors in the market with which firm’s have to compete to obtain an affiliation agreement with a network. Table 7 provides four sample quotes from respondents regarding the methods utilized to sell advertising on a broadcaster’s multicast channels. INSERT TABLE 7 ABOUT HERE Methods of selling advertising on multicast channels: stations not currently multicasting

Authors: Holmes, Todd.
first   previous   Page 9 of 19   next   last



background image
MEDIA SALES AND INNOVATION  
 9
“It would be handled similarly to that of non-traditional revenue (NTR).  When sales get 
to the point where it’s justifiable, what will happen is, they [sales managers] will hire 
salespeople.” 
The smaller market stations each have one sales staff at the moment that sells advertising on their 
primary channel, which is a Big 4 affiliation, along with either The CW or My Network.  If 126+ GM 
were to pick up another Big 4 affiliation, then he would split his sales staff into two separate teams.  One 
team would sell the existing Big 4 affiliation along with My Network while the other team would sell 
the new Big 4 affiliate in addition to My Network. 
Product-Market Scope
Methods of selling advertising on multicast channels: stations currently multicasting
Table 6 details the methods of selling advertising for the broadcasters currently multicasting.  As 
can be seen, most of the broadcasters are utilizing more than one method.    
INSERT TABLE 6 ABOUT HERE
When asked about the selling of 30-second commercial spots, fixed billboards, and Internet 
advertising, the large market stations were selling advertising on multicast channels containing 24/7 
weather content.  Alternatively, the smaller market stations are all selling advertising on multicast 
channels affiliated with The CW or My Network.  Having access to The CW and My Network on a 
multicast channel illustrates an advantage of operating in a smaller market.  There are fewer competitors 
in the market with which firm’s have to compete to obtain an affiliation agreement with a network.  
Table 7 provides four sample quotes from respondents regarding the methods utilized to sell 
advertising on a broadcaster’s multicast channels.  
INSERT TABLE 7 ABOUT HERE
Methods of selling advertising on multicast channels: stations not currently multicasting


Convention
Submission, Review, and Scheduling! All Academic Convention can help with all of your abstract management needs and many more. Contact us today for a quote!
Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf.
Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets!
Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more!
Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering.
Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more!
Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches!
Click here for more information.

first   previous   Page 9 of 19   next   last

©2012 All Academic, Inc.