Media Selling - 5th Edition by Charles Warner & William Lederer & Brian Moroz (Paperback)

About the Book

"Updating the 4th Edition of Media Selling, published in 2009, has been challenging because of the exponential changes in the media, especially in digital advertising, which in 2016 toppled television as the number-one advertising medium, and in the time since the 4th Edition, Google and Facebook have dominated the digital advertising media environment. In 2016 and 2017 the two Internet giants amassed approximately 90 percent of the increase in digital advertising investment over the previous year, leaving hundreds of thousands of advertising-supported websites and apps struggling to survive by dividing the crumbs of the remaining ten percent of the digital advertising yearly increase. It is difficult to keep up with accelerating changes in the media and in advertising because these changes are driven mostly by advances in artificial intelligence (AI), but this edition includes many of the changes up until August of 2019. With that in mind, we (the authors) have tired to avoid predicting the future beyond 2019. We have also listed for readers the URLs of websites and industry newsletters, blogs, apps, and websites where they can keep up to date on current information"--

Book Synopsis

The must-have resource for media selling in today's technology-driven environment

The revised and updated fifth edition of Media Selling is an essential guide to our technology-driven, programmatic, micro-targeted, mobile, multi-channel media ecosystem. Today, digital advertising has surpassed television as the number-one ad investment platform, and Google and Facebook dominate the digital advertising marketplace. The authors highlight the new sales processes and approaches that will give media salespeople a leg up on the competition in our post-Internet media era.

The book explores the automated programmatic buying and selling of digital ad inventory that is disrupting both media buyers and media salespeople. In addition to information on disruptive technologies in media sales, the book explores sales ethics, communication theory and listening, emotional intelligence, creating value, the principles of persuasion, sales stage management guides, and sample in-person, phone, and email sales scripts. Media Selling offers media sellers a customer-first and problem-solving sales approach. The updated fifth edition:

• Contains insight from digital experts into how 82.5% of digital ad inventory is bought and sold programmatically
• Reveals how to conduct research on Google Analytics
• Identifies how media salespeople can offer cross-platform and multi-channel solutions to prospects' advertising and marketing challenge
• Includes insights into selling and distribution of podcasts
• Includes links to downloadable case studies, presentations, and planners on the Media Selling website
• Includes an extensive Glossary of Digital Advertising terms

Written for students in communications, radio-TV, and mass communication, Media Selling is the classic work in the field. The updated edition provides an indispensable tool for learning, training, and mastering sales techniques for digital media.

From the Back Cover

The must-have resource for media selling in today's technology-driven environment

"Regardless of how fast the media landscape continues to change in the 21st century, Charlie Warner continues to stay on the cutting edge of all things media. Charlie was my mentor as I was beginning my career - we've stayed close ever since, and I am continually impressed by his dynamic insights and fresh perspective. His understanding of the latest platforms and technology is an invaluable tool for media sellers focused on success in the new digitally-focused era."
--BOB PITTMAN, CEO, iHeart Media.

"Charlie Warner connects the study and the practice of media selling, going beyond lead generation and negotiation to understanding a world that is moving from mass reach to data-driven personalization. It is a must-read for modern-day marketers who want to succeed in an industry being shaped by new and complex ways of reaching and connecting with people."
--MICHAEL BASSIK, CEO, Media Assembly

In addition to insights into disruptive technologies, such as programmatic trading, Media Selling explores sales ethics, communication theory and listening, emotional intelligence, creating value, the principles of persuasion, and sample in-person, phone, and email sales scripts. The updated fifth edition:

• Contains insight from digital experts into how 85% of digital ad inventory is bought and sold programmatically
• Identifies how media salespeople can offer cross-platform and multi-channel solutions to prospects' advertising and marketing challenges
• Includes links to downloadable case studies, presentations, and planners on the Media Selling website
• Includes an extensive glossary of digital advertising terms

Written for working media salespeople and students in communications, radio-TV, and mass communication, this updated edition provides an indispensable tool for learning, teaching, and mastering sales techniques for digital media.

About the Author

CHARLES WARNER teaches in the graduate Media Management Program in the School of Media Studies at The New School, New York. He is also the Goldenson Chair Emeritus at the University of Missouri School of Journalism.

WILLIAM LEDERER is Chairman and CEO of iSOCRATES, a global leader in programmatic media planning and execution. In addition to leading global consulting and managed services teams, he teaches in the graduate Media Management Program at The New School, New York.

BRIAN MOROZ is head of one of Google's global strategy units, and previously served in Google's Agency Sales group.