Meredith's Media-Neutral Selling
Selling a single content asset is becoming a thing of a past.
MIAMIâ€”During his morning keynote, Meredith Publishing Group president Jack Griffin explained the company's approach to selling via its M360Âº group. "It's a group set up to be media neutral. We're not selling a particular asset, but creating solutions for our advertising customers."
It's an approach that focuses entirely on selling integrated packages, no longer simply selling customers on a single mediaâ€”print display advertising, for example. It's also one that other publishers are adopting. CMP has realigned its marketing services team to be customer-facing by region, creating customized packages that rarely come straight off a menu. "We have teams focused in the customer client regions, in the sales regions if you will, working with different customers to do that integration across different platformsâ€”print, online, events, or deeper into a specific platform," says Scott Vaughan, vice president of marketing and research.
"Customers don't necessarily say to you â€˜I want to advertise,'" added Elliot Kass, managing director, client content services. "They just say, â€˜This is what I'm faced with and if you can help me figure out a way to solve this problem then I'm very interested.'"
-- Bill Mickey is editor of Folio:. Follow him on Twitter: @billmickey
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