Papers' digital service slips

by Sara Kimberley, mediaweek.co.uk 03-Nov-09, 07:00

LONDON - Newspapers' efforts to generate more digital revenues appear to be faltering, as IPA research reveals widespread dissatisfaction among agencies with the papers' digital sales service.

The IPA Digital Media Owners Image Survey shows that at least half of all 24 media agencies surveyed do not feel newspaper groups deliver good sales service. Even the best-ranked newspaper group for sales service, Telegraph Media Group, posted a relatively low satisfaction score: 50.6% of respondents do not feel it delivers good sales service. However, it did overtake The Guardian in terms of sales satisfaction for the first time.

Apart from the Telegraph, all newspaper groups' digital sales service has declined since the last IPA survey in March. The proportion of agencies that said digital sales service was good at The Guardian, News International and FT since March fell by 16.4%, 14.4% and 5.9%, respectively.

Jeff Turner, head of online at the Telegraph, said: "We have built the foundations, but there's still a way to go and we're not complacent."

The IPA survey shows digital ad networks still deliver by far the best service. More respondents (83.5%) said Specific Media delivered good service than any other digital media owner for the third survey running.

Specific Media managing director Colin Petrie-Norris said: "We work hard to keep agencies happy and a lot of energy and effort goes into making sure people get what they want."

Social networking sites appear to have a lot to do as they bid to generate ad revenues. Only one social network, Facebook, was in the top 10 digital media owners by sales service.

What agencies think of digital media owners' sales service...(click here for extra reaction and views)

Charlie McGee, managing director, Carat Digital
ITV.com's results are disappointing, as it has put in a lot of effort. However, just trading on reputation doesn't work. The Telegraph has a good team and is beginning to trade across media.

Mark Syal, head of Walker-i
AOL has done well because it had to streamline its product offering and trading. Bebo, on the other hand, has not tried to build up relationships. The Telegraph is better on cross-selling than The Guardian.

Dave Katz, head of trading, Media Contacts
The newspaper industry and many other traditional media owners suffered a bit from latency when it came to digital. With Bebo, the problem for many agencies is they don't know who to speak to there any more.

Nigel Gwilliam, head of digital, IPA
Specific Media has really solidified its place at the top and is 20% ahead, which is exceptional. The Guardian has declined the most out of all the newspapers, but it's coming from a high base.

Findings at a glance
• Specific Media best-ranked

• ITV.com second-worst overall

• Channel4.com the best-performing traditional media owner

• AOL and Telegraph the most improved since March

• Bebo and Guardian had biggest drops in sales service since March

• Sky Online and Telegraph have improved their responses to brief more than any other

• Specific Media and Channel4.com ranked best for dispute resolution

• MySpace, Facebook and Bebo in top five for creative solutions• MoneySupermarket and News International are the most difficult sales teams to contact

• Bauer Media top for understanding cross-media sales potential• 0 - number of newspaper groups ranked in 10 best media owners

Comments

Greg Caswell - 03/11/2009

Classic - even the IPA can't spell The Guardian correctly - see 2nd chart!!!

David Cleave - 03/11/2009

Well perhaps if these agencies were to actually see us, return calls or even respond to e-mails they'd actually receive a better service... perhaps..just perhaps......