One Digital Rep Makes A Big Difference

What is the magic number when it comes to digital sales reps? That was the big question during Local Media Association’s webinar with Borrell Associates titled:  Assessing Local Digital Sales Forces.  During the webinar Pete Conti, Executive Vice President, answered the question and presented some interesting statistics.

* There are some 80,000+  local account executives (24K+ in Newspapers; 16k+ in Radio; 15k+ in Directories; and 7k+ in TV and Pureplay)
* The percentage of local account executives selling digital (85% in Newspapers; 80% in Directories; 75% in TV and 25% in Radio)
* Newspapers have a higher percentage of dedicated digital reps (more than TV  and Radio)

So how many reps do you need?  In many cases just having one dedicated person selling digital can make a huge difference.  When asked, Conti said that on average, one dedicated digital sales rep can bring in between $175-$200,000.

Starting salaries for digital account executives average $44,000; the median is $35,000. To access the full report and receive a discount as an LMA member visit www.borrellassociates.com