In the past media sales organizations employed a tried and true approach to solving dips in revenue. Here’s a summary of the approach:
When revenue is down, develop a product, service, or tactic, and sell more!
Unfortunately, these days this approach is more tired and untrue than tried and true.
Selling more is not the solution to the current challenges faced by media organizations because it’s a new day, and it is not filled with rainbows and unicorns. The declines faced by media sales organizations today are consistent enough to be called the new reality!