Two weeks ago, I wrote a Motown-inspired best-of from SIPA Annual 2018 and a gentle push for the wonders to come at SIPA Annual 2019, June 3-5 at the Capital Hilton in Washington, D.C. But apparently I missed some obvious song titles!

"In 2003, Advertising Specialty Institute saw 80% of revenue from print. Today, digital advertising drives 80% of ASI's revenue... The transition required an aggressive change in mindset and skillset among the sales staff as well as the ability to make new opportunities out of legacy products, such as the creation of a highly profitable online searchable database from its old print directories. President & CEO Tim Andrews shares the specific steps ASI took to get its sales staff to embrace the future."

"If you call a lead in the first five minutes after they submit a web form, they're 100 times more likely to get on the phone," said Ryan Dohrn, founder/CEO Brain Swell Media. "So when that form is downloaded, it hits my salesperson's phone. People say, 'That's so creepy.' That's not creepy; that's good salesmanship. 'Hi. You just downloaded my media kit, do you have any questions?' 'Yes I do.'"

The publishers that I've seen who put together an advertiser advisory board or a reader advisory board always do better than those that don't," said Ryan Dohrn, founder/CEO Brain Swell Media, during his recent session at SIPA Annual 2018 titled How to Make it Easy to Buy From You and Close More Sales.

"Highlight people in your sponsorship packages," Ryan Dohrn, founder and CEO of Brain Swell Media, told a group at an excellent Pre-Conference Workshop last week on Selling Integrated Advertising and Sponsorship Packages.

"An audience wants to know, 'Where am I going to make money?' Making money from external sponsors and advertisers is a huge relationship game. It's important to establish a revenue model beyond subscriptions and be specific in your planning. Being random costs you time, energy and money. Prospecting is a dying skillset, and it is so valuable to sales success."

SIPA: You've been doing this a while. RYAN DOHRN: Yes, this is my 25th year in the media business. I started building websites back 'in 97—in the equestrian marketplace, working with Morris communications. I launched the first sites for all their magazines. Forbes recognized us as Best of the Web for our creation and management of the award-winning Web portal HorseCity.com that grew to over 200,000 active members.