Video

James Elliott, President of the James G. Elliott Company visited with "Mr. Magazine™" Samir Husni's students at Ole Miss last October. As part of a new blog occasional series The One Minute Advisor, Samir asked Mr. Elliott what he sees as the major mistake most magazine publishers are committing today and what advice he would offer them. 
Click on the video to view.

2016 Study of Media Planning and Buying

A study conducted jointly by Kantar Media and James G. Elliott Co., Inc. to understand the challenges today's Media Planners, Buyers and Sellers face, and to discover areas where expectations are misaligned.

Publisher's Guides and Decks based on both Planners/Buyers and Sellers questionnaires are available for free download here:

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Wednesday
Oct262016

Ad Sales, Consulting & The Business Side Of The Magazine Industry In A Very Honest & Practical Way – The Mr. Magazine™ Interview With James G. Elliott

Mr. Magazine™ talks with Jim Elliott about some of the problems and some solutions for magazines and magazine media over on his blog.

Samir Husni: With the current magazine and media climate, suddenly no one is just talking change; everyone is saying that “change” has left the station. What are you seeing from the advertising/marketing aspect of the industry that either gives you hope or makes you want to close shop and head home?

Jim Elliott: From the advertiser and agency perspective you’re seeing the desire to find the ultimate answer to turning around the advertising decline that they’re experiencing at the same rate or bigger than we are. And that’s creating the search for other new and exciting things. Virtual reality is an example that I think the industry will spend a great deal of time looking at in the next couple of years.

But as we know from the numbers of people that come in here with new and shiny objects, there is no shortage of them; there will be plenty of new ones in the next couple of years coming forward, all of which will attempt to have an advertising or sponsorship component to it.

From the standpoint of media, particularly of the magazine business, I don’t think the magazine business is driving the show anymore. I think they’re kind of following, attempting to create shiny objects at the same time that lead the industry, but often are following on deaf ears, because they’re not the leaders in this process any longer.

Read more here:

https://mrmagazine.wordpress.com/2016/10/26/ad-sales-consulting-the-business-side-of-the-magazine-industry-in-a-very-honest-practical-way-the-mr-magazine-interview-with-james-g-elliott-president-the-james-g/

 

Tuesday
May032016

Jim Elliott speaks at ACT 6 Experience

The ACT 6 Experience this year hosted more than 40 speakers and over 100 magazine and magazine media movers and shakers from all around the globe between April 20, and April 22, 2016. This is the sixth annual ACT (Amplify, Clarify & Testify) Experience, the theme this year: Celebrate Magazines Celebrate Print.

A panel moderated by Brian F. O'Leary discussed Making Money in Print, and the power of magazines.  What follows is the individual introductory presentation by Jim Elliott, and the full panel discussion.
Full panel discussion:

 

Wednesday
Mar232016

AM&P's Signature Magazine Spotlights the Kantar SRDS and James G. Elliott Co., Inc. Study of Media Planners and Buyers

The January/February 2016 issue of Signature Magazine looks into the Kantar SRDS/JGE Study and how it illuminates the potential of associations ignoring ad dollars from agencies and clients.  Here are some excerpts:

Why do so many associations avoid calling on advertising agencies to find new business? It may seem counterintuitive to go to a third party to make a sale when the association has built its stronghold in the marketplace on its own member relationships. Or it could be not fully understanding how selling to agencies differs from selling directly to clients. The truth is, you need a balance of both.

At a time when so many types of organizations are publishing and marketing content–and the options for delivering advertising to potential buyers just keeps growing–association publishers can't afford to ignore the potential for increasing their ad sales by marketing their brand to agencies, say Jim Elliott, president of James G. Elliott Co., Inc., and Steve Davis, president of SRDS and Kantar Media Health Research.

"An association often says it doesn't have any agency business, but if you look, their B2B competitors that serve that same industry have plenty of agency business," points out Elliott, who is also a member of the Association Media & Publishing board of directors.

"The truth is that the association's sales force is often uncomfortable with multimedia selling and working with agencies," he continues. "But you can increase your market share from agencies if you know how to engage with them."

Elliott, whose firm is one of the nation's largest outsourced media ad sales companies, says advertisers often tell their agencies: Find something I wouldn't normally run my ad campaign in. "They are looking for fresh and loyal audiences, and an association publication can be just what they need," Elliott says.

The study pointed out that the trend toward fewer annual schedules translates into a less predictable workload for agency buyers–and that often accounts for their last-minute requests for proposals from publishers. "Agency buyers are time starved," as Elliott puts it.

"Advertisers wanting a discount is a fact of life," says Elliott, "so raise your rates a little every year so that you have a margin to negotiate."

In fact, Elliott says that association sales staff should be taught the skills of negotiation. "You need to say to the agency or advertiser: 'That rate is there for a reason, but what I can do is work with you on frequency or value add, etc.'"

You can read the full article in the digital magazine here:

http://staging4.texterity.com/associationpublishing/january_february_2016?pg=28#pg28 

Tuesday
Dec012015

A Look Ahead: Print and Digital Periodicals

This exerpt is from an article by Jim Elliott currently on Foliomag.com:

Just a few years ago, it looked as if digital publishing would push print aside. But print refused to die. Why?

Clients of my advertising sales and consulting company publish a wide array of periodicals, from specialized small circulation scientific digital journals to highly-regarded printed consumer magazines, newsletters, and everything in between. We often discuss publishing formats. Just a few years ago, it looked as if digital publishing would push print aside and that publishers would be able to avoid paying the high costs of paper, printing and postage. But print refused to die. Why?  Some readers want printed magazines. 

Click here to read more at foliomag.com

Wednesday
Sep162015

Advertising's Existential Moment

"The value of traditional advertising is no longer clear. New formats create as many problems as they solve."

To dig deeper into these trends, Folio: interviewed 18 key players (including Jim Elliott) in magazine-media advertising today.

The past few years have been challenging in the world of advertising. First came the decline of print, with “digital dimes” replacing lost print dollars. 

Then programmatic buying turned inventory into a cheap commodity. The “viewability” debate stole another chunk, and ad blocking is an emerging challenge. The rise of social, mobile, video and native atomized audiences and changed the rules of the game again and again. And then there’s whatever happens next. And all this is happening in a market where just two companies—Google and Facebook—now grab more than $60 billion in annual U.S. advertising revenue, which by some accounts is more than the magazine and newspaper industries combined. So what’s going on here—and what’s the long-term outlook? 

Read more at: http://www.foliomag.com/2015/advertising-no-longer-adding/