RBI display unit lures blue chips

Reed Business Information is offering display advertising across its 50-plus titles via a new centralised cross-selling scheme, designed to steal blue-chip clients from national newspapers.

Reed Business Information is offering display advertising across

its 50-plus titles via a new centralised cross-selling scheme, designed

to steal blue-chip clients from national newspapers.



The publisher will also incorporate its 50 websites into the

initiative.



This means its new Reed Business Display team could package deals

involving a mixture of hard-copy display ads and banners on sites such

as New Scientist’s Planet Science, @Computer Weekly and the IT portal

Totaljobs.com.



Reed Business Display is the brainchild of Sue Shimmin, business

development manager, and Chris King, director of central sales and the

man behind RBI’s centralised inserts unit.



The inserts unit has quadrupled its ad revenue in four years, pulling in

clients such as Microsoft and Royal Bank of Scotland.



King hopes to repeat the formula, luring heavyweight clients away from

the national press and management titles by persuading them RBI’s titles

reach a higher number of business people.



’The nationals have a falling readership and response levels are

dropping, so advertisers are looking at new markets,’ he said.



’If Hewlett Packard wanted to advertise a laptop colour printer, 70 per

cent of our readers run small to medium-sized enterprises. A company

like Girobank could reach corner-shop owners through Independent Retail

News and hair salon owners through Hairdresser’s Journal.’



’Clients have been ringing up each month and asking if we could do

this,’ he added. ’The revenue is limitless. The agencies think it’s a

great idea; they’ll get a better price, one point of contact and we’ll

do the planning for them.’



Two clients have already signed up. Action 2000 bought double-page

spreads in 12 RBI magazines, while Intel took three consecutive

right-hand pages in eight titles.



King is to appoint a senior sales manager to front the display unit and

wants five senior sales executives with five to six years experience of

selling to London agencies and blue chip companies.



’We’re looking for intellectual types,’ King said. ’This is not a quick

sell.’



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