I have worked with many digital publishers and the biggest question that comes up is 'when is the right time to approach marketers and advertising agencies about advertising opportunities?' I don't think there is any single correct answer. The key is to make sure you have done all of your homework prior to launching your advertising platform. Media planning teams are inundated with reps calling and emailing them about new opportunities. As a publisher you need to arm your sales force with all of the information they need to get in the door. Before you take it to the streets take make sure you have;
1. Done market research (who is your audience, how many, and what demographics do they have).
2. Created a media kit (this does not have to be a 2 gig file but just a couple slides about your company, your site, your site traffic numbers and your audience).
3. Defined your rates and rate structure (are you going to run cpm, cpc, flat fee sponsorships etc. and are your rates competitive with your competition).
4. Do you have contacts at target accounts/ad agencies (if you don't have these contacts then you need to hire someone who does. This is your quickest way to get your new property in front of decision makers.) .
If you are in the start up phase and interested in building your advertising sales strategy please contact me directly and we can discuss.
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