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Structuring integrated sales

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Seeking to leverage the strength of its premier business properties and drive incremental revenue, Dow Jones & Co. last month launched an Integrated Solutions group.

The group will sell custom cross-media solutions to advertisers across a range of properties, including The Wall Street Journal, Barron's, SmartMoney, WSJ.com, the Wall Street Journal Radio Network and CNBC.

Dow Jones has been selling integrated solutions on an ad hoc basis for the past 18 months. What's new is the formalization of the group, which includes a new sales and marketing organization.

The group is headed by Matt Goldberg, executive director of Dow Jones Integrated Solutions (DJIS). It will be staffed by sales and marketing people recruited both internally and externally.

Previously, Goldberg was director of integrated solutions at The Wall Street Journal, where he conducted similar cross-media selling activities.

"We knew we needed to do a better job selling cross-media properties," Goldberg said. "Now, the Integrated Solutions group will be housed at Dow Jones instead of one of the individual properties, and we'll put more resources against it."

The sales group will work with clients to identify their business objectives, then craft ad programs together with the individual publications' sales teams to help clients realize a greater return on investment, Goldberg said. "We can leverage our resources across all areas of the marketing mix, including print, broadcast, radio, online, custom events, custom publishing and proprietary research."

For example, Dow Jones put together an integrated program for Cigna Corp. last year to help the client raise brand awareness and drive sales among b-to-b and b-to-c audiences.

The program started with proprietary research that Dow Jones turned into custom content for Cigna, publishing it in special sections in The Wall Street Journal, Barron's and SmartMoney. The content was extended into TV and radio spots, and also included custom content online at WSJ.com and SmartMoney.com.

Other clients of integrated programs include Deutsche Bank, AT&T Corp. and Exelon.

Goldberg said DJIS is not designed as a one-stop shop offering a discount to clients that participate. "It has to begin with an understanding of the clients' objectives, then we craft solutions to solve their problems and show true ROI," he said.

However, Dow Jones is offering what it calls a "growth reward," which rewards incremental revenue that clients generate by buying ads in three or more Dow Jones or affiliate publications.

Dow Jones is not the only publisher selling integrated solutions. Other publishers, such as Reed Business Information, sell packages across media and across publications.



For example, within Reed's Building & Construction group of publications, Construction Equipment offers integrated packages in print, online and events with Associated Construction Publications, a group of 14 regional construction publications that is part of Reed Construction Data.

"For high-level accounts, Reed is trying to put together multipublication packages so companies like Caterpillar can use both entities to blanket the market," said Rick Blesi, publisher of Construction Equipment. "Rather than coming in with two separate proposals, we're coming in with one proposal," he said.

Blesi said Reed will make some pricing concessions for advertisers that buy integrated packages.

"Rather than come off the rate card price, we will roll in a value-add," he said, pointing to a combined e-mail newsletter using both groups' subscribers.

"Our goal is to say, `You only need these two publications [groups] to have significant market coverage,' " he said. M

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