Media Convergence CNBAM Media Convergence, Bundling, and Multi-Platform Sales Selling multiple media properties is a fairly new endeavor at most schools, but is a direction that a lot of schools are taking. There are many different techniques you can use to approach the task of bundling your media. The experience a student gains from bundling or crosspromoting is invaluable. They are able to graduate and have hands-on experience in all media, opening even more job opportunities. And isn’t that what student media is all about? The information below is from Brad Corbett at the University of Texas at Austin. Bundling/Cross-Platform/Media Convergence Whatever you want to call it, what we are talking about is the selling of multiple media properties. I will use examples that Texas Student Media at the University of Texas uses. Our media family consists of the following: The Daily Texan (our daily newspaper) Texas Travesty (our humor publication) KVRX (Student Radio Station) TSTV (Student TV Station) Online products for each media Super Texan Coupon Book On Campus (Faculty/Staff tabloid) We try to incorporate all media into each sale. We attempt to focus certain accounts to certain media. For example, one account might be better suited for our Radio Station (an alternative music program station that accepts only advertising in the form of underwriting spots), and we will create a package for that client to buy a print ad in The Daily Texan and KVRX. As Texas Student Media has grown in the area of media convergence and bundling, we have found that cross negotiations are what help to get a cross media sale. We have created packages that include, for instance, an Online banner, button or rectangle along with a print ad buy. We’ve progressed in the area of packaging radio spots along with a print ad buy. Since print advertising was the most familiar media, we’ve tacked on upsells to each of our special supplements and you
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Media Convergence CNBAM can find earmarks on our flyers that tease the account to ask about package buys. Another thing to keep in mind is to make the upsell as easy as possible. Previously, our radio and TV ad sales were put into many different types of buys depending on the time of day and the program. Now, we have simplified the sale to be more standardized. For example, you can buy our radio spots for simply $25 for a 30 second spot, or 30 or more spots for $15 per 30 second spot. It’s important to keep it simple. We have created a “Family Discount” that gives percentages off the more media you buy. With all we have to offer, we’ve also made an internal change on our Insertion Orders to reflect the cross-platform. So as the ad rep sells different media, they can write it on one form. We originally had our broadcasting insertion order on the same form as the print media buy, but found that it needs its own form.
A problem we are experiencing is a decline in print advertising in The Daily Texan as the other media is increasing. Previous to bundling, each media had its own dedicated sales staff. Now, the Advertising Department of Texas Student Media sells the entire mix. We are finding the focus of the flagship (The Daily Texan) has shifted from the main sales effort. Now our ad reps are spreading their sales pitch to include other media and the accounts are seeing more investment dollars being spent with one rep for multiple ad buys, whereas previously, the ad rep was only pitching one media. We are also finding that other media have the ability to pull ad dollars from the flagship. You have to be careful to keep the health of all the media, but most importantly, the newspaper. It’s been a great concern, not only for the health of the flagship, but also the time our students have to devote to all the media sales. It takes a little longer to train in all media than in one.
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Media Convergence CNBAM And it never fails that one media gets most of the sales and another gets slighted. We’ve also created a Housing Fair that includes all media. As an account signs up for the Housing Fair, they will receive a weeks worth of radio spots promoting the property. In addition, we have a film crew at the fair to create an “Infomercial” for the account to run on the TV station after the fair. We have also included an on-line housing page called www.LonghornLiving.org, where the housing account can list their property and the students can easily navigate through different participating properties. With the Housing Fair contract, the account will also receive a presence on that site for one month. So the Housing Fair is a prime opportunity to do cross promotions in one event. These are a few examples of what we have done to progress into the new age of “Bundling/Cross-Platform/Media Convergence”. To each campus media group you will find what works and what doesn’t. You have to be flexible enough and smart enough to grow with what helps you grow and cull what doesn’t work. Brad Corbett Advertising Manager Texan Student Media The Daily Texan
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Media Convergence CNBAM Multi-Platform Rate Card
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