How to Sell Short-Form Features
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Sponsorship Packages for Daily Features Have one sponsorable feature running every-other-hour Monday through Sunday. If each advertiser gets two features per day, that gives you six packages for sale for just that one feature. Package those with another 12-18 ROS or TAP units per week. Then add a Feature Tip on your website for those six advertisers. Now you have sponsorships, spots and a web component in one bundle. Don't Be Shy About Pricing. A feature sponsorship should be tempting to six advertisers in the feature's potential advertiser target category. Do not note the exact rates of each component, but rather just show a monthly total price. Since it's a high demand product with a limited supply, don't be shy about pricing. With so few packages, you don't need to sell everybody in town - just six potential target advertisers who want to be associated with the feature and its topic. Even though it might be tempting, don't allow cherry picking of the features only. Why? The first benefit of this sort of package is that it will bring revenue that probably wouldn't have occurred without it. It brings good rates - but moreover, that additional spot package, will use inventory that would have gone unsold. Lastly, there's plenty of frequency for the advertiser. Keep in mind that the above is for just ONE FEATURE to sell to six advertisers. Repeat this process with additional and different features on different topics. |
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Executive Broadcast Services
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