Why Publishers Need a Digital Liaison for Selling Online Advertising
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There are near universal advertising sales hurdles as business information providers morph from publishers to media companies. There are famous examples of companies like Penton, Source Media, Randall-Reilly and others who have already gone through this. One constant in those flagship stories is the need to change company culture, often requiring significant turnover in the sales department.
I talk with plenty of companies who are still figuring out digital products and sales. Yet as I sat down to write I wondered if this might sound like we’re only talking about small publishers.
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