Former Mirror Media head of sales Ben Hedges has founded an online
training company called It Counts.
Hedges said the move was driven by his frustration at the lack of
training in the industry, and his experience at Mirror Media, where he
rarely had time to train his staff.
It Counts aims to improve the skills of existing new-media sales people,
help traditional sales staff make the switch to online and advise agency
staff on how best to incorporate the web into their campaigns.
Hedges said he wanted to use training to force down inflated
’You need people who can hit the ground running, but they cost a
fortune. You can’t keep hiring people who don’t know what they’re doing.
That way, you guarantee a poor service. If you take somebody from
traditional media and train them for two weeks, you’ll get a good sales
Hedges entered the online sector in 1995 when he moved to VNU New Media
after a stint as sales manager on Internet Advisor. He joined net sales
house Softbank Interactive and later helped form InterAd, the company
that became 24/7 Europe.
He joined Mirror Media, the new-media arm of Trinity Mirror, in January
1999 and oversaw the growth of the department from three to 13.
’When I was at Mirror Media things moved so rapidly that although I had
knowledge to impart, there was never any time,’ said Hedges.
He is recruiting support staff and believes demand for his services will
be high. Outrider UK, the new-media arm of CIA Medianetwork, has already
hired the company.