For years, local media sales teams have relied on advertiser workshops, summits and educational events to engage business owners, demonstrate the value of marketing and drive revenue. But somewhere along the way, many publishers abandoned these proven strategies. Now, in an era where local businesses are overwhelmed with digital choices and struggling to understand what truly works, it's time to bring advertiser workshops back.
In a recent E&P Reports interview, media sales expert and Forbes columnist Ryan Dohrn made a compelling case for why publishers must take the lead in educating advertisers again. “Technology and ad tech have far outpaced a local advertiser's knowledge,” Dohrn explained. “Most media companies have not brought business owners together at a local hotel or restaurant to educate them on how marketing really works today. Bringing advertisers together in a structured, learning-focused environment helps media companies position themselves as trusted partners — not just vendors pushing ads."
Salespeople need to stop taking orders and start leading conversations
According to Dohrn, one of the biggest problems in local ad sales today is that media reps have become too reactive. Instead of guiding advertisers toward strategies that will help them succeed, they simply ask what the client wants to do and hope for a sale.
“We’ve been trained for years to offer a buffet,” Dohrn said. “We lay out all our advertising options and ask, ‘What would you like?’ That doesn’t work anymore. The most successful publishers I work with don’t do that. Instead, they walk into a jeweler’s office and say, ‘We’ve worked with jewelers before, and here’s what we’ve found works best. This is what we recommend you do.’”
"I've seen this first-hand as well. When sales reps take a leadership role and present a clear plan — grounded in industry expertise — advertisers are more likely to trust the recommendation and commit to a long-term strategy" Dohrn added. "That’s exactly where advertiser workshops come in. They provide a controlled environment where publishers can position themselves as experts, educate local businesses on marketing fundamentals, and demonstrate real-world success stories."
Advertisers don't understand the cost of inaction.
Another of Dohrn’s insights, was the idea of COI — Cost of Inaction. While media reps have long been trained to sell ROI, Dohrn believes they need to better show advertisers what happens when they don’t invest in marketing.
“The cost of inaction is rarely explained to advertisers,” he said. “I always tell clients, ‘When you don’t advertise, you force people to Google generic things. And when they Google generic things, their chances of finding you are 100% reliant on Google or Facebook.’ But when people know your brand, they Google you specifically — and that’s where you win."
Dohrn went on to explain that this is a critical point that should be emphasized in every advertiser workshop. Business owners need to understand that their competitors will advertise, and if they fail to invest in consistent visibility, they’ll lose market share by default.
The power of top-of-mind awareness (TOMA)
Another concept that Dohrn said is critical for publishers to teach advertisers is top-of-mind awareness (TOMA). The idea is simple: If consumers don’t immediately associate a product or service with a particular brand, they'll default to generic searches or make random selections.
“Too many advertisers focus on transactional, short-term promotions,” Dohrn explained. “They run a few ads, don't see instant results, and then stop. But the reality is that branding campaigns work over time, and they work best when creating a moat around the business.”
DOwhn went on to state: "I’ve often told publishers that their greatest competition isn't other media outlets — it’s the advertiser's own hesitation. Many business owners don’t advertise at all because they don’t understand the long-term value of consistent exposure. Advertiser workshops provide the perfect opportunity to drive this message home."
Community support messaging is a missed opportunity.
One of Dohrn’s most eye-opening points was about mission-based advertising appeals. Instead of just selling ads as a way to drive business, publishers should be positioning advertising as a way for local businesses to support the role of journalism in their community.
“If a business tells me they don’t need an ad, I ask them, ‘Do you believe in local journalism? Do you believe in keeping your community informed? Do you believe in holding public officials accountable?’” Dohrn said. “If they say yes, I tell them, ‘Then support us.’”
This type of approach mirrors what public broadcasters have done successfully for years. Instead of relying solely on transactional value, they ask for support based on mission and impact.
We asked Dohrn whether he would take this approach if he ran a small-market newspaper, and he didn't hesitate: “100%. I wouldn't just focus on selling subscriptions for content — I’d focus on selling subscriptions for the cause. And I’d also ask businesses to buy ads for the cause.”
The advertiser churn problem is real; education helps solve it.
One of Dohrn's most surprising stats was that 40% of businesses in most markets experience turnover yearly. That means that if a media company doesn’t have an ongoing education strategy, a considerable percentage of potential advertisers are being left behind.
“Business owners are overwhelmed,” Dohrn noted. “They don't have time to keep up with the latest digital marketing trends, and most don't really understand how advertising works. That’s why we must bring back advertiser summits and workshops — because no one else is teaching them.”
Dohrn added: “We need more local marketing summits. Publishers should gather advertisers together — whether at a hotel, a restaurant or a community space — and walk them through what’s happening in marketing today.”
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