|Organizational Structure for Online Operations: Converged Staffs, or Separate?|
Many newspaper managers have embraced the idea of “convergence” as a way to deliver content and sales to both the print and online platform. However, there is no evidence to show that combined staffs can achieve a significant share in both media – and no evidence throughout time that this concept has ever worked in other cross-platform sales in broadcast, print, cable, or direct mail.
This session will take a look at the pros and cons of running an operation whereby print reps are the only ones selling online advertising, and one where an online-only staff has been hired to sell interactive advertising. Which methods work the best, and how do the top-performing Web sites organize and sell online advertising? It will also examine online rates and salesperson compensation for both print reps and online-only reps. Borrell Associates will draw from its database of more than 3,100 local Web operations to show differences in performance according to sales structure.
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