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One of the difficulties of working on a b2b publication that has a relatively smaller circulation, in comparison to consumer titles, is convincing top-tier vendors to become advertisers. Why run ads in a publication with limited reach  and visibility when the prospects of achieving better ROI with an appreciably higher-circ publication is more likely?
In the two years he’s been at LAPTOP magazine, Northwestern sales manager Anthony Losanno has been consistently able to answer this question and overcome apprehension with multi-month commitments from some of the industry’s leading advertisers. Among the accounts he’s signed include HP, Intel, Fujitsu and Acer. Last year, the Rutgers grad more than doubled the revenue in his territory, surpassing the previous record set. And he has done this by adhering to a simple but effective tactical approach: He takes the time to get to know his customers and their needs.
Losanno does not sacrifice the cultivation of long-term relationships for a quick commission. He is not a glib salesperson out for the easy buck but a valuable marketing partner whose attention to detail elicits high marks from both agencies and clients. “Anthony is a great partner to work with on the HP account,” says Janene Lin, media planner for ZenithOptimedia. “He is very responsive and accommodating, and always offers the best media solutions that help us achieve our campaign objectives.”
Shifting Focus
A resident of Hoboken, N.J., Losanno has had an interesting career trajectory. Prior to his current position, he was an assistant editor for Good Housekeeping before moving over to the Bedford Communications title LAPTOP. Why the shift to sales?
“Marketing and sales were always in my blood, and I was always intrigued by the sales departments at the various magazines where I was employed, “ he explains. “After several years as an editor and freelance writer, I began looking for new challenges. While I enjoyed writing and the editorial process, the business side of publishing seemed like the right place for me.”
Judging by Losanno’s achievements, which include increasing digital revenue for LAPTOP and its Web site, laptopmag.com, by more than 25%, the editorial world’s loss is sales’ big gain.
Losanno has been a driving force behind several marketing initiatives. The cover wrap program, which enables advertisers to buy ad space on a faux cover bound with the magazine (and clearly labeled with a disclaimer such as “advertisement” or “sponsored by” so as not to be confused with editorial content), was a profitable brainchild of Losanno’s.
“It’s the first thing that readers see when they find LAPTOP at trade shows and through our unique airport and airline club distribution,” he says. “I have helped several advertisers realize the potential of this big impact unit and how it can give them a great presence when people pick up the magazine.”
‘No’ Means Maybe
A key lesson learned for Losanno is to retrain his ear when hearing the word “no.” It’s just the first step in the process of making the sale. “Budgets, timing, lack of creative, etc., can all be overcome with some quick thinking,” he says.
Building relationships is one way to get past the “no.” “Clients are more apt to spend if they like the salesperson,” he adds. And always make sure your clients are thinking about you and your publication, he says. Relay industry information to them or call to say hello. “It doesn’t always have to be about the sale; clients appreciate that they are in your thoughts as well.”
HONORABLE MENTION:
Arthur Sutley Jr., Associate Publisher, Bar Business: In the face of skepticism from potential advertisers in a tough economy, Arthur Sutley overcame the challenge of launching Bar Business magazine in September 2008. Paid ad sales have grown under Sutley’s direction over the first four issues from approximately $6,000 in the premiere Sept./Oct. 2008 issue to $32,000 in the March/April 2009 issue. His successes include developing a relationship with ModernLine Furniture, a company that sells bar and nightclub furniture. By visiting their warehouse, informing them about trade shows and naming potential customers for them, Sutley has established an excellent working relationship with ModernLine Furniture.
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