Online advertising should continue its rapid growth in 2007. eMarketer estimates the 2007 total web advertising spend will likely exceed $20 Billion. As interest in digital advertising continues to increase, this a great time to begin, or expand, sales of your digital edition advertising as another way to capture a portion of this growing market. The most common types of digital edition advertising are:

• Issue/Notification sponsorship. This package typically includes the sponsor’s logo in the email notification with text acknowledging their sponsorship of the issue along with a blow-in ad or bellyband. Publishers price this ad in accordance with circulation and demand, but sponsorship is usually the most profitable ad and sell for anywhere between $1000 to $5,000 per issue.
• Bellyband. The digital bellyband appears over the front cover and is closed by clicking a small box in the upper right hand corner. This can contain a sponsorship message and logo or a think horizontal ad. It is similar to a print bellyband, but it is usually a bit smaller than the width of the cover.
• Blow-in ad. Blow in ads can be inserted in any page of the magazine. Many publishers provide their own blow-in ads with subscription offers for their promotional issues. When selling blow-in ads to advertisers, there is usually a different price for a static ad, versus a multimedia blow-in.
• Gatefold. A digital gatefold is another ad option and is very similar to a print gatefold.
• Multimedia ads. Advertisers can add audio, video or animation to a full page, half page of blow-in card multimedia ad. The multimedia can play upon demand or it can be user driven.

Publishers can effectively train their sales reps on how to sell digital advertising. Based on our experience, we suggest the following tips:

1. Have a live demonstration of the features and benefits of your digital edition at your sales meeting. Make sure your salespeople have access to a promotional copy so they can show the technology to your advertising prospects.
2. Prepare a digital media kit for digital edition advertising. This gives your ad sales team dimensions, pricing and specifics to send to customers. For Texterity customers, we offer a simple digital media kit template you can use to help sell advertising in your digital editions. You can either copy the information into your own template or update the graphics and text to create this new sales tool. Please contact your Texterity account manager if you would like to use this free tool.
3. Provide a discounted media buy that includes a combination of print and digital edition ads with a discount on the digital portion for advertisers who have not previously advertised in the digital edition.
4. Arm your salespeople with a copy of the 2006 Digital Reader Survey so they can show your customers the benefits of more interaction with this highly engaged customer base. While all advertisers in your print publication receive additional exposure in your digital edition, the digital edition has extremely high engagement numbers for over 90% of readers taking action after reading the digital edition.
5. Take advantage of this growing online advertising market through digital edition advertising. Many companies have been so successful that digital editions pay for themselves and create additional revenue for the company. For more information on digital advertising programs and how Texterity can help you begin, or optimize your campaign, please contact your Texterity account representative or call 1-800-455-5450