It’s a small world after all

It seems like there is a marked uptick in ad agency interest in our 25 newspaper network.

As the ad agency world slowly comes around to realize that our newspaper readers are a terrific demographic (for a number of reasons), we are going to get more requests for ad inventory status. An aside: I am also excited by state-wide and national political ad activity at our community newspapers this political season.  Are you making political ad calls to get business in print and online? You should have a team heading it up. With changes in the law, there has never been more money floating around out there from corporations, unions and special interests, not to mention the candidates.

How can we make online buys easier for our publishers? Right now it’s pretty much put on the green eye-shades and wade through the ad server statistics.

I see that  online buying is getting more complicated as agencies discover our reader’s value, but we are going to have to handle this kind of thing or we’ll lose out on a terrific opportunity.

I would say this. Each publisher in charge of their online ad inventory. It is up to them to figure out what, if anything, they want to set aside for ad agency RFPs and to propose to the agencies what the newspapers are willing to set aside. These requests are increasing from my perspective. They will likely pile up as will the commitments to inventory.

A couple of  things:

*** Make sure that all online contracts include the ability to bump agency inventory if you get a higher CPM offer elsewhere – or at least does not restrict your ability to do so
*** Make sure you can cancel at anytime for any reason. They’ll want the same.
*** Get a sample of advertising they’ll be placing on your site
*** Don’t give away anything online (like ‘bonus’ ad impressions, e-mail blasts)

What methods/software are you using to keep track of unsold inventory and ad campaign commitments?

Real Estate’s Gold Rush Seems Gone for Good – http://nyti.ms/cDk9KD

Overuse of Digital Devices May Lead to Brain Fatigue – http://nyti.ms/9XxvYC

To Catch Cairo Overflow, 2 Megacities Rise in Sand – http://nyti.ms/cE2Byj

Why you don’t drive into washes in monsoon season in Arizona. http://twitpic.com/2hyxeg

Apple iAd partners say they’re happy with early results http://t.co/ERQT3oc

• 20 yrs from now you will be more disappointed by the things you didn't do than by the ones you did do. So throw off the bowlines. M. Twain #

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20 yrs from now you will be more disappointed by the things you didn’t do than by the ones you did do. So throw off the bowlines. M. Twain

• http://nyti.ms/9ndzbK #
• List of mostly free tools to accomplish essential online media tasks: http://lisa-bu.blogspot.com/p/tools.html #
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Check this video out — Symphony of Science – ‘The Case for Mars’ (ft. Zubrin, Sagan, Cox & Bos… http://t.co/SUYsisp via @youtube