Steve Grossman, a well-known Chicago-based sales consultant, first contacted my company to measure our interest in taking over ad sales for a group of consumer titles, which eventually happened. It seemed odd that this important role had been assigned to someone outside of our industry; we tend to work mostly with publishing specialists. However, as we worked together, I realized that most of the challenges I hear about from both small and large publishers are not really unique to publishing sales.
Yes, there are some distinctive characteristics of the ad sales business, such as multi-channel sales points with client and agency involvement, but Steve had run into similar problems in other industries. I thought that our readers might benefit by exposure to sharp thinking from someone who is not “in the bubble” with us. Steve agreed to share his thoughts during an interview we held in January. Here is an edited version:Read More