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From the Listerver: Media Kits - 5/4/2010 -

Your colleagues discuss advertiser reaction to digital-only media kits.

Q. I am curious if anyoneis using digital-only media kits and if your advertisers have been happy with it.

A. We haven't printed our media kit in a few years, and we haven't heard any complaints from advertisers.

Jennifer Ackerman, CAE, Senior Manager, Communications, Public Risk Management Association

A. The move to all-digital media kits is one I fought for sometime. However, financial realities made it impossible for some of our titles to sustain printed versions. There were some real concerns -- especially from our sales teams: They were nervous that they would not be able to capture leads from prospective buyers who simply viewed the kit online. We also worried that agencies would be less likely to add our titles to their mix. We were not too concerned about our returning customers or our less sophisticated buyers.

We did try to capture contact information about individuals viewing the online kit -- by adding an optional 'tell us about yourself ' form. Not many visitors filled it out, but those who did were qualified leads.

We did not hear any complaints from buyers themselves. And we did remind them with every communication that our kit was available online. One bonus: We did update our kits as our editorial calendars evolved or dates changed, so the digital version did allow more timeliness and flexibility.

Jay Strother, Amplify Media & Publications

A. We still produce both. Haven't heard a word from anyone about it either way. We do include a lot of other items in our print kit. For example, we promote corporate membership, exhibiting at our conference, etc.

Fred Haag, Vice President of Publications and Communications, American Medical Group Association

A. We produce a few printed media kits to display at trade shows. But we mainly refer inquiries here http://www.acc.com/aboutacc/advertisingsponsorships/index.cfmwith little or no complaints. Our advertising has not decreased even when the economy tanked. So, we do not see a correlation between offering digital media kits (with only a few printed for trade shows) and a decrease in advertising revenue.

Kim Howard, Editor in Chief, ACC Docket, Association of Corporate Counsel

A. We've been using digital-only media kits and insertion orders for about three years. Our advertisers find it a lot easier because they can download it at their leisure and can receive it instantly (as oppose to waiting three days for it to come in the mail.)

DeShuna E. Spencer, Director of Communications, Editor of Essentials Magazine & Essentials Weekly, National School Supply & Equipment Association

Don't miss the feature on creating best-in-class media kits, coming up in the May/June 2010 issue of Association Media & Publishing's Signature magazine.


 

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