1. How Local Sales Forces
Organize Digital Efforts
January 2012 Sample charts from the report

2. Background
The following charts are samples from Borrell’s report,
“Assessing Local Digital Sales Efforts: Compensation,
Org. Structure, Attitudes & Effectiveness,” published
Jan. 17, 2012. The executive summary or full report can
be downloaded at www.borrellassociates.com .
These charts may be used publicly with proper
attribution to Borrell Associates. For information, call
757-221-6641.

3. Research Components
The analysis in this report was derived from the following
principal data sources:
 An online survey of 345 local media sales managers that yielded 230
usable responses, conducted Nov. 2011 – Jan. 2012
 Borrell’s database of online revenue and number of dedicated sales
reps at more 5,100 local media companies in the U.S. and Canada
 A survey of 7,805 local businesses conducted Jan-Dec. 2011

4. Sizing the Local Advertising Sales Force
www.borrellassociates.com
2: This is local-only direct sales reps and excludes national sales forces and third-party sellers.
© 2012 Borrell Associates Inc. MAY BE USED WITH ATTRIBUTION

5. % of Sales Forces With Digital-Only AEs
www.borrellassociates.com
© 2012 Borrell Associates Inc. MAY BE USED WITH ATTRIBUTION

6. Range of Base Pay for Digital-Only AEs
www.borrellassociates.com
© 2012 Borrell Associates Inc. MAY BE USED WITH ATTRIBUTION

7. Three Organizational Structures
Local media companies are tackling sales with three types of organizational structure.
The report details which ones work the best, and which provide the weakest results.
www.borrellassociates.com
© 2012 Borrell Associates Inc. MAY BE USED WITH ATTRIBUTION

8. Don’t Miss the Biggest Event of the Year!
www.borrellassociates.com

9. Thank You!
We hope you enjoyed these charts from our report. We
publish a dozen reports per year and invite you to learn more
at the following URL:
http://www.borrellassociates.com/reports/industrypapers
You’ll find free information and other charts and tables. If
you have questions, call 757-221-6641 or email us at
info@borrellassociates.com.