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January 7, 2015

Assessing Local Digital Sales Forces:
2015 Update

Overview

This 32-page report includes 13 charts and graphs from our October-November 2014 survey of 322 local ad-sales managers. It details the results of their responses to questions regarding how many online-only staffers they employ, how much they’re paid and how much revenue they generate. The report’s appendices include 100 open-ended responses regarding commission sales structure the base wage of advertising sales reps for all U.S. markets. This is our fourth time completing this survey and while the industry is still evenly divided on whether to hire digital-only account reps, those who do seem to be hiring more and are making a lot more digital revenue. The report is a wealth of information for anyone attempting to manage digital sales forces.

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In our fourth (and largest) survey of local ad-sales manager the digital divide is clear – 51% of digital media companies have at least one digital only AE on staff. Companies that employ digital-only sales reps — even one or two — tend to have far more digital revenue than those who don’t. There’s overwhelming evidence that a rep who sells two competing products always winds up favoring one. And that could be bad news in both directions: For a media company focusing its traditional-media reps too much on digital sales ... or vice-versa.

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