Feature

Campaign Media Awards 2007: Print Sales Team of the Year - Telegraph Media Solutions

The Telegraph Media Group has undergone a period of transformation since it was taken on by new owners three years ago.

More attention may have been paid to the editorial upheaval in the press, but there have been changes on the commercial side too.

The result has been an overhaul of its sales operations, transforming the fusty Telegraph Group into a hub of multimedia activity, offering sales across the papers and online, and culminating in the Campaign Media Award for Print Sales Team of the Year being bestowed upon it.

Partly the award has been made because of the results that the print sales team at Telegraph Media Group has delivered. While ad revenue at national newspapers has been down by 2 per cent year on year, the Telegraph Media Group has recorded a rise in revenue of 6.4 per cent, with similar market-beating results at its magazine and classified sales divisions.

This has been achieved by taking a bespoke approach to each sales channel. For example, the Telegraph Media Group decided to view competition for its magazines as the entire weekly and monthly market - not just other newspaper supplements.

To create a product that would appeal to new and lapsed advertisers, a new team was created, with a knowledge and understanding of the wider market. This has led to a number of product launches, including a men's magazine and a food and drink title. As a result, more than 100 new advertisers are now clients of the Telegraph Media Group.

The Create @ Telegraph Media Group team has also helped to drive innovation, creating more than 200 campaigns. This has given it a 31 per cent share of the sponsored supplement market.

Classified sales has been one of the worst affected by the rise of the internet, but this year the Telegraph Media Group has managed to keep sales steady. This is the result of a decision to restructure its key markets around a vertical hub, whereby the display, classified and online teams are integrated. As a result, the group's share of the classified market is up from 18 per cent to 22 per cent.

Traditional newspaper advertising isn't forgotten in all the changes. With the aim of setting itself apart from the pack, a series of immersion days have allowed advertisers to meet editors and senior Telegraph Media Group staff, in a showcase of its products. As a result, the team has increased its volume of ad sales by 7 per cent.

FINALISTS

- Emap Advertising

- Times Media Commercial Features

- Telegraph Media Solutions, Classified.