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Folio Magazine: The Magazine for Magazine Management;

February 28th, 2006

The Hybrid Sales Approach, by Dan Ambrose: “There are nominally two approaches to online advertising; sell it with a separate staff, or sell it through an existing sales force. Neither strategy maximizes the opportunity. The most successful companies use a hybrid strategy. Two sales groups, working separately and together, will produce the best results.” Read the whole story here:

The Deal;

March 6, 2006

NBC Universal takes iVillage by Richard Morgan and Carolyn Murphy

Commenting on the purchase of iVillage by NBC, in The DEAL: “Equally important, Ambrose continued, would be the site's ability to protect NBC from new ways of program selection.”It's coming down to streaming video, where consumers will eventually go to a search box, type in 'Las Vegas' and up it will come," he said. "But how do you build awareness in a world like that unless you have online sites to talk about your shows"? Read the whole story here (subscription may be required):

Content Magazine: Digital Content Strategies & Resources;

January 2002

Profitable Transactions: DeSilva & Phillips Defining the New Internet; by Sandy Serva

“’We’re big believers in the idea that when content is created, it can be used across many platforms,’ says Daniel Ambrose, a managing director for the company (DeSilva + Phillips).” Read the article here

Folio Magazine: The Magazine for Magazine Management;

November 1993

Selective Binding and the Database Connection
“A few executives – such as Child publisher Dan Ambrose – are using selective binding wisely, but many shun it.  Why has this promising technology been so slow to catch on?”
Reader customized magazine have been a niche business for many years.  Farm titles have used the technology for many years, but it has spread to few consumer titles.  Child was the first major consumer magazine to utilize the technology to make the magazine better for its readers, as opposed to for advertisers.  Since then a few other innovations have achieved traction like Sports Illustrated “Golf Plus” section.

Child’s “Your Child Now” sections were a success because it gave advertisers a reason to believe the magazine was read better then its competitors. Advertising surged despite the fact that advertisers were not offered the opportunity to purchase narrow age targeted slices like they wanted to.  The section was killed after it was purchased along with the entire New York Times Women’s Magazines division by Gruner + Jahr, the publisher of Child’s major competitor Parents.  Click here to request a copy of the story.

Folio Magazine: The Magazine for Magazine Management;

August and September 1989

The Ad Package Payoff by Dan Ambrose

“If you are seeking new sources of ad revenue, if you suffer from year-end cancellations., if your magazine is too small to sell ads to certain accounts that like the quality of your audience, if your ad sales expenses are too high compared to revenue, of if you want to consolidate your growth and protect your market share, check out corporate or group magazine ad packages.” Click here to request a copy of the story.