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BIA/Kelsey Insight Paper ‘Old House vs. New House’ Explores Traditional Media Companies Building Optimal Digital Sales Teams

Feb 27, 2015

New report features performance and cost analyses of sales structures; outlines keys to attracting top digital sales talent

CHANTILLY, Va. (Feb. 27, 2015) – Traditional media companies struggle with how to build optimal digital sales organizations. The conversation often comes down to a binary choice: should a media organization rely on a digital-only sales force or a multimedia one? In an effort to help media organizations answer this question, BIA/Kelsey has published a new Insight Paper titled, “Old House vs. New House: Building Optimal Digital Sales Teams.” This report examines the arguments for specialization and for using a hybrid approach to digital selling.

“Traditional media companies need to think more strategically about how to drive digital revenue,” said Charles Laughlin, SVP and senior analyst, BIA/Kelsey and report co-author. “Building a digital-only sales team doesn’t guarantee success. The local media industry has spent enough time addressing the issue of digital only versus multi-media sellers. This is only one of many factors that contribute to digital revenue success.”

Stacey Sedbrook, BIA/Kelsey’s VP of strategic sales consulting and report co-author added, “We would expect the traditional media companies that focus on sales reporting structure, compensation and smart packaging as part of their digital transformation would have more sustainable success than those that focus solely on the false choice between digital specialists and multi-media account executives.”

The report offers insights into determining the right sales structure and attracting top digital talent, and includes the following charts and figures:

  • U.S. Traditional Media Revenue Trajectory
  • The Limitations of Relying on Legacy Sellers
  • Legacy vs. Digital Rep Performance
  • Cost of Building Special vs. Multimedia Digital Sales Channels
  • Best Practices for Hiring Digital Sellers
  • Best Practices for Onboarding Digital Sellers

Key themes from this report will be highlighted during the upcoming BIA/Kelsey NATIONAL conference, which takes place March 25-27, in Dallas. Sales-focused sessions include:

  • Media SuperForum: Winning (and Serving) National Accounts, featuring local and digital media experts from The Weather Company, The Dallas Morning News, The Washington Post, Meredith Corp. and TVB.
  • Selling National Accounts for Local Targeting, which will dig into the best practices for selling and satisfying national advertiser accounts.

Visit for conference information.

Insight Report Availability

More information about the Insight Paper “Old House vs. New House,” including how to purchase, can be found at

Those who may find this report valuable include individuals with a vested interest in the media industry, including C-suite executives, CROs and senior sales executives, sales managers, sales trainers, sales consultants, sales account executives, financial executives and investors.

About BIA/Kelsey

BIA/Kelsey advises companies in the local media space through consulting and valuation services, research and forecasts, Custom Advisory Services and conferences. Since 1983 BIA/Kelsey has been a resource to the media, mobile advertising, telecommunications, Yellow Pages and electronic directory markets, as well as to government agencies, law firms and investment companies looking to understand trends and revenue drivers. BIA/Kelsey’s annual conferences draw executives from across industries seeking expert guidance on how companies are finding innovative ways to grow. Additional information is available at, on the company’s Local Media Watch blog, Twitter ( and Facebook ( Stay connected by subscribing to the firm’s bi-monthly newsletter.

For more information contact:

Eileen Pacheco
For BIA/Kelsey
(508) 888-7478