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To Integrate or Not To Integrate

The case for separate sales forces.

Josh Gordon By Josh Gordon
06/03/2008 -16:40 PM

“Someone needs to wake up every morning and focus on the Internet,” he said, adding that this person has to always consider how to increase the value of the net."

So said Meredith’s chief development officer, John Zieser at the FIPP Worldwide Magazine Marketplace (WMM) conference held in the U.K. December last year.

But Zieser also advocates integration: "However, to prevent net sales person and print sales persons from tripping over one another, there has to be one person overseeing everything in the brand, stewarding the brand across difference channels. For the brand’s biggest clients, though, there has to be 360 degree teams managing them across the media options, especially since most agencies today ask for print and multimedia 'bundles.'"

Here in the U.S. there is a trend toward staff integration, so I thought it important to post a contrasting view. As with most things publishing, your clients should decide for you. If they are asking for integrated proposals, you need to integrate your staff.

Read more of Zieser's comments here ...


Josh Gordon By Josh Gordon -- Josh Gordon is president of Smarter Media where he works with publishers to maximize their online and print revenue through training, consulting, and representation.

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