Category: Print
Sub-Category: Media Planners
Skills: Messaging / Written Content, Collaboration, Web Content Management
Tools: Workamajig, Pardot, Salesforce
Detailed Product Specifications for Media Buyers
Media planners are unique to the publishing industry. Media planners are an essential tool for anyone with media buying authority.
Creative Development
The first step in media planner development is choosing a creative design. I work with the creative team, sales team, editors, and publisher to determine the creative direction that will establish the brand’s media planner style. This style is used across all brand advertiser promotions for the year to create a cohesive brand approach.
Audience
In the B2B publishing world qualified buying authority is essential to gaining advertisers. Most of the PennWell media brands are audited by BPA Worldwide. I work with audience development and the publisher to represent our audit results in a manner consistent with BPA guidelines.
Products
PennWell has a wide repository of digital, magazine, and event products. Each of these groups is managed by a different product manager and/or team. Each brand has a multitude of unique products distributed across multiple calendars and geographic interest areas. I coordinate with brand and product teams to establish product specifications, calendars, and product usage best practices for inclusion in the media planner.
Making the Content Accessible
Once the media planners are completed they are distributed in digital formats and in printed formats. Printed copies are distributed to existing clients. Digital copies are an essential part of the brand digital advertising promotion. I use the media planners as part of our marketing automation; creating trackable links for existing clients and landing pages with forms for prospects. These links and landing pages are used on our advertise pages, issue previews, and product specific promotions throughout the year.