Growing Audience - Building World-Class Sales and Marketing Capabilities

Horizon Watching: Strategic Imperatives: Building World-Class Sales and Marketing Capabilities

By Wendy Zomparelli, Kannon Consulting | Posted on July 01, 2007

The times aren’t easy. Advertising revenues for newspapers in the first quarter of 2007 are down 6.4 percent overall. Classified ad revenues dropped 13.2 percent.

And while newspaper companies continued to see growth in online advertising of 22 percent, that represents a slowdown against the first quarter of 2006, when online revenues increased nearly 35 percent.

We have company in our misery. Network TV ad revenues dropped 6.5 percent. National spot radio is down the same percentage. Advertising Age reports that large and small advertisers alike cut budgets and held first-quarter ad spending in the U.S. to $34.9 billion, a 0.3 percent slip from the first quarter of 2006.

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Audience PlanBook

Audience Planbook Cover Q1/09 The Audience Planbook is designed to provide newspaper executives with the practical tools they need to develop a successful audience strategy, and manage a portfolio of products that makes money now – and in the future.

This “living document” is updated quarterly and is designed to spark discussion on the topics of how best to build and delight our audience base in the midst of a transforming industry. Go to the Growing Audience blog to post commentary.