Jordanian Media Step Up Sales and Marketing Techniques

There is an important relationship between the direction of media outlets and their strategies for viability. A strong marketing division allows editors and journalists to fully focus on journalistic excellence. In late January, 16 sales and marketing managers from various Jordanian media outlets attended a training to enhance their skills. The “Sales and Marketing Workshop,” implemented by IREX in collaboration with Arab Mass Media Center, was designed to help media professionals and their organizations increase advertising revenue to help foster a more sustainable and independent media.

Trainings were delivered by local and international experts including Carolyn Hayward from the Thomson Foundation, a media development organization based in the United Kingdom. The event provided a unique opportunity for Jordanian media professionals, as trainers conducted meetings with media executives to tailor a program aimed at addressing the obstacles faced in Jordan.

The interactive workshop allowed participants to hone sales and marketing techniques such as identifying new clients, securing airtime for campaigns, and managing the relationship between client and media organizations. Participants also discussed basic sales skills, promotion, identifying the link between programming and marketing departments, closing skills, and account management.

Following positive feedback from participants and increased requests from both large and small Jordanian media organizations, IREX is launching a series of activities to further develop sales, marketing, and business skills, including in-house consultancies that provide a rare opportunity for media professionals to shadow international experts.

These activities are made possible through the USAID-funded Jordan Media Strengthening Program (JMSP), which aims to increase media sustainability and independence.  Project activities focus on training journalism students and professionals, supporting independent local media that serve community needs, and enhancing sustainability of media NGOs and media businesses.