Walking the Walk: McMurry’s new group publisher on how the more things change, the more they stay the same in ad sales.

With more than two decades under his belt leading magazine advertising sales teams, Russ Cherami says he’s ready to try his hand at something a bit different. It’s why the Phoenix-based custom media publisher McMurry recently hired him as group publisher of magazines and Web sites created for the well-regarded company’s top clients—including Amtrak and The Ritz-Carlton. Cherami, who will be based in New York, will focus on expanding four advertising-based custom publications and McMurry’s new-media ventures.As Cherami starts his new venture, he shares some wisdom from his 19-year tenure at Forbes and his most recent gig as publisher of Saveur Magazine, the gourmet food magazine, with Publishing Executive Inbox. According to Cherami, even though advertising sales has changed quite a bit in his time in the industry, some things just never change.“We all still talk the talk,” he says. “Walking the walk is more difficult.”1. Getting closer to your customer by learning their business is more difficult today. But finding ways to be of value will never go out of style.“Those things still exist today, but those times and that era is gone,” Cherami says. “Certainly early on in my tenure [at Forbes], it was much easier to do. It was just a different time. … What I learned during that time that was of value was getting close to customers and understanding their business and trying to provide solutions. Those things apply to today. It’s just different to do those things. The solutions you apply may be different and the things you have to solve are different, but the challenge and goal and what one has to aspire to remains the same. It was a time when you could do those things quite effectively. It’s much more difficult. But they’re every bit as valid.” 2. Return on investment (ROI) is still the key at the end of the day. Figure out how to show ROI to potential advertisers.“Everything has sped up,” Cherami says. “Clients are squeezing their media providers and agencies for ROI, and it can be seen in the solutions—there are more media outlets and choices. From mobile and online and everything in between. So there are more outlets. Advertisers are frantically trying to find the combination that will deliver them ROI.” 3. Offering up packages including Web sites or other digital properties can have a real positive effect on your ad revenue.“It’s a good way to expand your brand,” Cherami says. “You have to document who [advertisers] are and figure out ways that [digital alternatives] equates to value for your advertisers. Again, the basic tenants of selling, of understanding your clients, is marking goals and sales trends and pricing of their product. What’s their distribution network? What’s their media strategy? What’s the magazine competition or cable TV spending? All those things still have to be the diagnostic. The answers of those questions will be different. You have to keep pace by developing those alternatives that also benefit your brand.”4. But if you’re going to use alternative forms of advertising, you have to demonstrate real value for the different outlets.“If you’re going to throw in a Web site, they’re going to ask, ‘Why did I buy it?’” Cherami says. “You have to show the value.” 5. Employing a marketing team’s skill may help you reach potential advertisers.“Things are moving quicker,” he says. “[Potential advertisers] need information fast, and they don’t have time. You need to package things quickly in quick use. The marketing and creative services of magazines have become full-blown members of the process. You don’t have time for face-time on our side. You need to package things quickly.”6. Bringing editorial and advertising together for a common purpose isn’t all bad.“Between advertisers and editorial, I think you are finding a greater sense of common purpose,” Cherami says. “I see communication between church and state. I see a new understanding. The big secret here is [advertisers] don’t want church to become state. They respect that editorial has to be what it is to bring the readers and viewers that they want.”7. It’s not all about your magazine anymore.“You have less time than ever to present yourself,” Cherami says. “The last thing you want to do is walk in with a 30-slide presentation about your magazine. It’s more effective for you to know about their business. Advertisers at the end of the day are investing and are looking for a return on investment. You have to demonstrate real value.”

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Walking the Walk: McMurry’s new group publisher on how the more things change, the more they stay the same in ad sales.

Peter Beisser

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Peter Beisser