SEOY 2011 — Magazine Sales Team of the Year: Consumer and B2B
Thursday, June 2, 2011
The Advertising Specialty Institute (Co-Winner)
 ASI’s strategy of assigning two sales reps to each client paid dividends last year, when the 18-member team sold 60% more paid search advertising than in 2009, growing sales from $4.9 million to $7.8 million. Suppliers pay to have their items show up atop a searchable list on proprietary search engine ESP.
Combining financial motivation with friendly competition – the first of the two employees dedicated to a client to make the sale gets the commission – ASI’s plan allows reps to pocket 2% of every dollar sold, plus 1% for making budget for the month and an additional 2% year-end if they beat their total budget.
It’s a potent formula we simply couldn’t ignore. The ASI team first began selling paid search advertising in 2007 and has exceeded sales goals every year since, and to date they’re already up 44% over last year.
The Parents Network, Meredith Corp. (Co-Winner)
 Responsible for both the Parents and American Baby brands, Meredith Corp.’s Parents Network team uses a holistic, all-hands-on-deck approach that scored big cross-platform deals last year from Canon, Similac and Chicco, among others.
The successes shine through in the numbers, compared to the competition. For 2010, year-over-year, Parents was up 50% in paging over competing Parenting Early Years, and American Baby was up 14% over Babytalk.
As a way to engage digital moms, Canon sponsored the American Baby Cover Model contest in a campaign that was promoted in print, online and on television, and garnered 97,000 entries, 37 million page views and 5.5 million unique site visitors. For air purifier Purolater, the team created a program that included a print and online sweepstakes, and used ShopText technology to drive awareness.
NextStepU Magazine (Co-Winner)
 A conduit to connect with college-bound teens and their parents, NextStepU melds Web, mobile, video, social media, e-mail, and print for maximum exposure, 24/7. With multiplatform competency at its core, the company excels following the adage that the whole is greater than its parts.
The NextStepU site is designed to funnel users to leads from multiple touch points in all products, including custom pages for clients. After 16 years in business, in 2010 NextStepU secured several online partnerships, including a dynamic feature profile for Columbia College (Chicago) and others, and launched its first E-Mag, for New York State high schools.
The company is working to enhance its Featured College Profile section in its college search engine, College Match, by adding schools to Facebook and Twitter as well as YouTube videos. Up next: An iTunes app and Android app that will allow NextStepU to run on any droid-capable device. We’ll be staying tuned.
Honorable Mentions
Fit Pregnancy, American Media Inc.
Clients such as Mederma and New Chapter have benefiting from microsites, dedicated emails, reader and test panels and in-book promotions, all custom created and integrated by the Fit Pregnancy sales team.
People – Procter & Gamble Sales Team
Established in 2009 to dedicate resources to Time Inc.’s largest advertiser, the P&G sales team saw paging grow by 18% and digital revenue rise 37% year-over-year in 2010 on the wings of cross-platform campaigns such as the Grammys and Winter Olympics.
Scholastic Parent & Child
Achieving a 10% rise in paging and 16% upswing in revenue in 2010 over a stellar previous year, Parent & Child scored 75 new advertisers and 145 new brands from clients including Canon, Honda and Verizon.
Team Schroconari, Time Inc., MNI (Media Networks Inc.)
Move over Batman and Robin. Julie Polmonari and Heidi Schrock (who melded their names like all good celebrity duos) in 2010 became the No. 1 revenue-producing desk in MNI’s 40-plus-year history.
Back to min's 2011 Sales Executive of the Year Awards
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