The Fractional Publisher’s sole mission is to quickly build revenue.  Expanding to new categories of business, writing stronger proposals, better prospecting, sales call mechanics and pipeline development are just some of the areas for us to target in order to build ad revenue.

This is not a one-and-done training.  This is a focused program designed to establish a structured selling process that creates accountability and pushes salespeople to leave their comfort zone to close more business.  Whippoorwill’s Fractional Publisher embeds with your sales team for five days including a 1-2 day sales workshop and in-person, team training followed by 2-3 days of individual one-on-one sales support and sales call participation.

The Fractional Publisher’s positive, upbeat approach to ad sales is valuable to magazines & newspapers that want to avoid the expense of a full-time group publisher, need an interim publisher, or just want to provide their current publisher with some backup and new ideas. 




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.

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