Media Sales Today

More data from the Local Ad Sales Forecast – Mid-Year Update shows direct mail advertising sales managers continue to be optimistic about 2011 ad revenue. Nearly one half of these managers said revenue was down for the first half of 2011 versus the first half of 2010, but more than 80% expect increases for the year.

Other than local and national economic conditions, sales managers cite staff issues as their greatest challenge in meeting 2011 sales goals, while account executives say local competition is their number one hurdle.

As the new year begins, signs point to an improving economy and ad sales forecasts are looking up. According to the 2011 Local Ad Sales Forecast advertising sales managers and account executives also have a positive outlook, with both groups predicting ad revenue growth this year.

  Looking beyond economic conditions, sales managers cited staff concerns – not competitive pressures – as their biggest challenge in reaching 2010 goals. Fifty-one percent of managers cited “motivating salespeople outside their comfort zone” as their biggest challenge. Sales Manager Challenges Advertising account executives continue to view competition from other media in their market as [...]

Looking at 2010 advertising sales revenue projections by sector, sales managers expect increased growth in healthcare, retail and restaurant. More than a third predict increased revenue from the auto industry, up more than two and a half times over 2009 expectations.

  Advertising professionals – both ad sales managers and their account executives out on the streets  – are expecting positive revenue growth in 2010 as the economy and the ad market continues to recover.  Eighty-one percent of advertising sales managers and 91% of account executives expect revenue growth in 2010 versus 2009. According to the [...]

While local advertising account executives are somewhat frustrated by internal processes and corporate budget cuts, they overwhelmingly view competition from other media in their market as their greatest challenge.