The advertising machine

Why is it so hard to buy an ad in a (paid of free) newspaper? It’s a nightmare of discounts (that usually don’t end up in the pockets of the advertisers), conditions and sales people bothering you.

I was inspired by discussion with sales people at the Dutch Newspaper Academy and the Kubas Consultancy report on this (The Next Newspaper Ad Sales Model) and presented a plan to the Dutch Committee that is advising the government on plans for newspaper innovation.

The plan is a ‘machine’ for online sales of traditional newspaper ads. (six slides, see below for short explanation in English.)

Advertentiemachine

View more presentations from Piet Bakker.

1. Introduction
2. This is the advertiser wanting an ad, but does NOT want a advertising agency, media bureau, sales reps or phone calls to/from the newspaper.
3. What he/she wants is a simple interface like this one from retailer Hema for photo’s: everything is on it: pricing, options, discounts, formats, how long it takes etc.
4. What you get instead is (at best – like this one from Telegraaf) this: a download of a complicated xls-file (with Macros) or a text-interface for classified.
5. But mostly you get phone numbers, ending up calling a sales rep. (something you don’t want)
6. Why not like this: chose title/edition, get reliable data on circulation and readership, chose format and page, see discounts for bigger/more ads, make your own ad, get a pdf to check it, pay online and get a second pfd of the full page as proof.

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