B2B Memes

JUNE 13, 2011

Sales is a profit center , editorial is a cost center. Commercial, for-profit publishing is really a process of generating one form of currency—attention—and converting it into another—money—via advertising or subscriptions. Too many executives accept this distinction as the smart way to protect their business.

Advertisements 100

Advertisements Advertising B2B Sales Cost 100

B2B Memes

JANUARY 31, 2012

You learn not just about the process, but yourself. For me the process was great fun, and well worth the time and effort. Multiple sales and distribution channels might be overkill. What you lose in potential sales and exposure—probably not much—you’ll gain back many times over in simplicity. Print still has its allure.

Amazon 100

Amazon Urgency Marketing Paper Distribution 100

B2B Memes

MAY 6, 2011

In my days overseeing a large editorial group for a B2B publisher, my counterpart in sales was fond of telling me that advertisers found our editors arrogant. And their attention to detail matters not just at the end, when you’re proofing copy, but from the very beginning of the process. They weren’t, and he knew it.

Ethics 100

Ethics Content B2B Sales User-Generated Content 100

B2B Memes

SEPTEMBER 30, 2011

In it, the magazine editor described a frustrating planning meeting with his counterparts in advertising sales. To the editor, this was a clear case of sales priorities trumping editorial quality. As an editor myself, my instinct is to say that those sales people just don’t have the brains and creativity to sell good content.

Marketing Proposals 100

Marketing Proposals Custom Publishing B2B Sales Inbound Marketing 100