Landing the Whale: How to Package the Fully Integrated Buy: Pitching the Client Is Just One Step. Two Experts Share How to Keep the Full-Service Marketing Package on Track

By Kinsman, Matt | Folio: the Magazine for Magazine Management, September 2008 | Go to article overview

Landing the Whale: How to Package the Fully Integrated Buy: Pitching the Client Is Just One Step. Two Experts Share How to Keep the Full-Service Marketing Package on Track


Kinsman, Matt, Folio: the Magazine for Magazine Management


WINNING A LONG-TERM commitment from a large advertiser is the goal for every sales staff. But before the package can be sold, the publisher needs to make sure it has all of its resources lined up internally. From sales to edit to Web developers and print design, the key to success is how well those groups (and others) have prepared.

[ILLUSTRATION OMITTED]

When b-to-b publisher Advantage Business Media wanted to bolster its educational offerings to the marketplace, it developed a new section in Electronic Component News called "Books and Kits" which lets companies submit engineering technical journals for review by senior technical editor Jon Titus, who then follows up the next issue by reviewing a kit.

The Books and Kits program generated interest from several large advertisers and the reviews appear both in print and online. "We're trying to ground a lot of what we're doing from an educational standpoint in print and then move the audience to the Web site to get more information," says Nick Pinto, group publisher of ABM's design group.

[ILLUSTRATION OMITTED]

The main customer for the program was a distributor whose involvement prompted one of its manufacturers to advertise in the magazine as well. Advantage also began adding additional elements to the program. One is a community program called ECN Brainstorm in which editors pose questions on different engineering topics. "From an educational standpoint, we're offering a bit more than just a new product application focus, which is what ECN has always been known for," says Pinto.

Addressing the Readers First

Advantage is currently fielding a large proposal called Design Talk which offers different viewpoints from various people on engineering design. Sponsors can have their vendors address various design issues. Editors come up with topics which the sponsors can take to their vendors. The effort will also feature Webcasts and pre-recorded podcasts. Print remains an initial launching point for the programs, for both readers and the advertisers. "Communities in print have been formed far longer than they have online," says Pinto.

The design group sales staff develops the programs with the editorial team. Once Advantage gets buy-in on the concept, it will bring in additional support, including designers and Web developers. …

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Landing the Whale: How to Package the Fully Integrated Buy: Pitching the Client Is Just One Step. Two Experts Share How to Keep the Full-Service Marketing Package on Track
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Full screen

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.