Media Selling

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.