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SPH selling ideas, not inventory (video)

World News Publishing Focus

World News Publishing Focus
Your Guide to the Changing Media Landscape

SPH selling ideas, not inventory (video)

Geoff Tan is Senior Vice President of Strategic Marketing for SPH, the leading multimedia publishing company in the country. SPH owns 18 of 19 newspaper titles in Singapore, numerous magazines, 25 web verticals, several apps, radio stations, 350 digital screens scattered throughout the island, and an event and exhibition company.

SPH made its big move to an integrated sales staff 10 years ago, long before most in the industry. Despite such an early start compared to most publishers, Tan says the company is still not quite where it wants to be, because integrated sales is always evolving.

The company’s integrated saled concept is called “SPH is On”, which for the end customer means getting packages in which 1 + 1 = 3.

Tan says the strategy has resulted in significant gains in revenue, attracting numerous new advertising clients. SPH has created a number of bundled packages, including PrintPlus, “since print is our core and we build everything on top of that.”

Of course there was a learning curve for the sales team, but thanks to an intensive training programme, in which staff received sales certifications, its sales team is now adept at the selling-ideas approach.

 

You may download Mr Tan's presentationon slideshare.

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Author

Dean Roper's picture

Dean Roper

Date

2012-09-04 13:45

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