Whippoorwill Advisors Sales Strategy Consulting
The Fractional Publisher is an advertising sales consultant, sales advisor and publishing consultant.
The Fractional Publisher’s sales consulting services and sales management consulting establish a structured selling process that creates accountability and pushes salespeople from their comfort zone.
The Fractional Publisher spends three days with your sales team including a 1-day sales workshop of in-person team training, followed by 2 days of one-on-one sales call participation.
The Fractional Publisher’s positive, upbeat approach to ad sales helps magazine & newspaper owners, publishers, and CEO’s:
Avoid the expense of a group publisher
In need of an interim publisher
Provide their current publisher with some backup, support, and new ideas
Strengthen publications run by a CEO or editor & chief that never sold ads
That may just be worn out by the business
Publishing is not the hardest job in the world but it is definitely not the easiest. Sometimes we all need some energy, some new ideas, and some sales structure & accountability. And sometimes, we just need some reinforcements.
Press & Appearances
The print business is never easy. However, as the media landscape becomes increasingly fragmented, print and conventional media remain essential to building client brands.
The competition and intensity of the publishing business demand that we pursue revenue from every possible client, prospect, agency, company, and individual. The Fractional Publisher program is specific to ad sales. He works with your salespeople on an individual and team basis applying a hands-on teaching, coaching and motivational approach.
No other media offers the intrusiveness, level of engagement, and efficiency of print. Most print readers would not buy their magazines or newspapers without the advertising. This point of difference is unique and powerful.
Print & digital advertising present ongoing revenue-building opportunities as long as the leadership team has:
- The right salespeople
- Enough salespeople
- Hands-on training
- A commission structure that maintains focus and engagement
This may sound simple, but it’s rare in the print industry and its absence creates significant angst and frustration for owners and investors. According to Borrell’s Annual Survey of Local Advertisers, print advertising is decided on by gut feel more than any other media except outdoor. And outdoor has no publishers. That makes pubilshers, personally, more of a factor in the sales process than any other media.
Websites are discovering that if you want to make money, you have to come to print… Print is not dead. People are starting to say, ‘Let’s pay attention to print.’….Politico was a little bit smarter than anyone else because they had a print component from the beginning.
– Samir Husni, University of Mississippi, School of Journalism