September 18, 2023 by Nancy Rosenbaum
September 6, 2023 by Laura Landress
Paul Jacobs recently shared conclusions about the future of corporate support revenue based on years of research and data analysis. Jacobs is vice president/general manager of Jacobs Media, which has provided programming, digital, sales, and social media consulting to commercial and public radio stations for the past 35 years. Jacobs Media is also home to the Halo Effect research we use every day. His conclusions underscore some essential – and imminent – realities about the way we sell underwriting in today’s media environment.
If you are not selling at least some of the above, you are going to see declines in revenue.
This is a great time to be in public media because for the first time we have the ability to tie everything together for our clients. We have more solutions and opportunities than ever. Our clients should not care how we provide access to our audiences. And we have a huge advantage over digital pure plays such as Pandora because we can promote our content on our airwaves, streams and through social media, etc- in a sense, we have our own megaphones.
As sellers we have to be able to speak to overall marketing goals, strategies and data. We must include some digital strategy in every pitch, whether it’s streaming, mobile, display ads, or even video. Your clients will thank you for it.
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