Magazine article Folio: the Magazine for Magazine Management

Adding Video to Your Sales Pitch: Bonnier's Popular Science Uses Video Sell Sheets to Help Hook Potential Clients

Magazine article Folio: the Magazine for Magazine Management

Adding Video to Your Sales Pitch: Bonnier's Popular Science Uses Video Sell Sheets to Help Hook Potential Clients

Article excerpt

Bonnier's Popular Science is taking the venerable sell sheet one step further by including a video of the magazine's editor-in-chief Jacob Ward describing the upcoming issue's content highlights. The sales team uses the video as an email enticement or brings it on a live sales call to add a dash of editorial celebrity when Ward himself can't come along.

The idea came to Michael Gallic, associate publisher, marketing, the technology group, as Ward was taping his customary video introduction for the magazine's tablet version. Why not just ask Ward to hang around for another five or ten minutes to create a 90-second highlight reel of the upcoming issue? The first video sell sheet was created at the end of last year for the January/February issue.

"We're always looking for new ways to help the reps to get to the advertisers," says Gallic. "The standard way is the issue sell sheet--a PDF which gives an overview and relevant statistics, but in the video you're hearing about the content live from the editor and you can see the stats pop up. …

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