Читать книгу Media Selling - Warner Charles Dudley - Страница 30

In the past, the traditional media enjoyed virtually guaranteed profits, but today the media are becoming increasingly fragmented because of the disruption caused by the Internet. There is a plethora of media, especially digital media, chasing smaller and smaller market segments. As the audiences of traditional media such as newspapers, magazines, and television decline, the audience of digital media is exploding. Google, Facebook, Amazon, and other digital and mobile advertising‐supported businesses are growing and, thus, gobbling up more and more of the available advertising dollars. Therefore, profits are declining in most of the traditional media as well as in marginal digital media. However, as the competition for advertising dollars increases, the need for effective salespeople increases.

Even though sales jobs at radio and television stations have declined in many markets, and sales jobs in newspapers and magazines have been reduced dramatically, sales positions in digital and mobile companies have exploded, so that the total number of media sales positions in America has increased overall. Also, media fragmentation has resulted in it being more difficult for the salespeople of smaller media companies and publishers to get traction with marketers and advertising agencies. Therefore, more and more small and medium‐sized publishers are turning to selling their advertising inventory programmatically and, thus, are reducing their sales forces. On the other hand, sales jobs in data analytics companies, consultancies, exchanges, and platforms such as Google and Facebook have increased. There have never been so many opportunities for competent salespeople in the media; and yet today, selling is more difficult, complex, and competitive than ever before. To succeed, you must be better trained, better prepared, and better educated than was the case in the past.