How do you sell Internet????

[Coach]

The company I work for has made a major push to gain more online dollars. Any suggestions on how to sell online banners, tiles and permisson based e-mail would be greatly appreciated. A couple of things that might be helpful to understand is that online spec ads aren't really available and I have a local retail account base that only draws from a 20 mile radius. Most of my accounts don't have web sites and those that do have bad web sites.

Thanks,

The Coach

[Anna Hall]

Fully understand your dilemma. Surprisingly most advertisers do not like their website. One suggestion is to have their banner or tile ad linked to a PDF format ad that they already have running for the print version. Selling online ad is very different from print, online offers numbers of impressions (number of times the advertisers want their ad seen, frequency), while print runs by day. You will first have to find out how many total impressions you are generating from your website per month, if possible break it down per site. Then decide weather or not you wan’t to sell specific position site or to have the advertisers run through all of the pages available. Pricing is usually based on $ per thousand impressions, example $5 per thousand impressions. Depending on ad position and size it can cost between $5-$15 per thousand.
The great thing about online advertising is that there is no limit in reach. Remind your advertiser that they are reaching the affluent and the educated. Qualify your advertisers first. Which of your advertisers is the best candidate for this product?

Hope this helps.

[JDogg]

Coach,
I think this would be a great opportunity to go to your advertiser and share with them on how important it is to have multi-media working for them and maybe you can be that bridge that helps them get into the online World.

[FishWrapAutoRep]

well with the automotive dealers internet is a must and the dealers know that. However, "Suzi's sewing shop" may not be your best prospect. Have you done an "IG" yet?? that will solve all your problems, oh yeah don't forget your "PPP"

[ladotcom]

Coach,

If they don't have a website or a bad site offer them a spalsh page which is a one page about us. They are also called microsites. If you company has the ability to make them which they should you can then turn around and charge them $250 to make the splash page. I have 85 print reps that work under me and we usually sell 10 to 20 of them a month. It's easy money and helps the local advertiser get online.

[asammons]

1. We have a extension to our site called BoiseStateFans.com. We are in the land of Boise State fans. What we did was on game day we offer a wrap that goes on the front of our paper that talks about game day, players to watch, etc. It also leads people to our website where they can blog. We came up with a package where internet was a forced buy. You get the wrap and internet for one price. Even after their package was up, they continue on the internet.

2. Another extension to our site, BRAKEtime. We have had alot of construction where we are at. We have a website that talks about all the construction going on, what to watch for and estimated time that projects will be finished. We also have webcams that people can take a peek at. Our print version runs once a week on Mondays that has similar information. Of course our website is much more in depth. Again we came up with a package where internet is a forced buy. Worked well for quite a while, but now that construction is coming to a halt, our advertising is dropping. THat is to be expected though.

3. Obituaries. We are teaming up with Legacy.com. When someone, most likely the funeral homes submit an obituarie, it will go online where the deceased will automatically get a guest book that people can sign. It also gives the family a chance to do a moving tribute(slideshow). What we did was just add on additional charge to our obits to include this service. We have not completely launched it yet, but the feedback so far have been great.

Hope these help out!

[MediaSalesPro]

I wonder how many people took your ideas the past few weeks and customized them for their market? Isn't this a great business we're in? I can tell by your posting that you enjoy what you do. Hope others post their successful programs as well. You get extra points for the blogging your newspaper provides on local interest activities.

There are also some good practical postings above from Anna Hall and LADOTCOM.