Wednesday, July 01, 2009

Borrell: Local 'Up,' Dedicated Staff Key

Spotted this on Gordon Borrell's blog tonight:

"....earlier this year when we projected that local online advertising would grow 8% in 2009. At the end of the first quarter, the increase looked closer to 11%. When we finish collecting our second-quarter data in the next few weeks, I’m certain the number will be quite a bit higher. "

Gordon says "dedicated" sales staff are driving the successes.

The dedicated vs converged sales force debate still rages on in local media companies. From someone who has seen both strategies on numerous occasions, take it from me, dedicated is necessary, but they may not be mutually exclusive from converged. In other words, you must have a dedicated staff, while converged selling should also be supported to a lesser degree.


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