Lead Generation &
Takeaway notes from a Folio
Magazine webinar. By Aliza Bornstein, copywriter,
Marketers and media companies need to learn how to
identify the way audiences consume and use different
forms of media. They can accomplish this by
measuring the reach and frequency in a
multi-platform world, and maintaining share of voice
in an age of information proliferation. They also
need to create an innovated way to stay relevant to
They can do all this through examining the four lead
types below and the relevance they carry into
1. Traditional hard leads are direct requests for
information from an audience member to the
advertiser through the media outlet. They have
historically been perceived as low volume, high
quality leads. Advertisers complain about the lead
and time delays in receiving lead information.
They’re traditionally obtained through reader
service cards and outbound lead generation efforts.
2. Soft lead programs are leads acquired on a
quarterly basis. They’re presented as high volume
leads with no guarantee of quality. However, in a
down economy, all leads have value. Leads generated
through queries off the fulfillment system can
suppress duplicates and track demographic dates to
filter out any inconsistent or contradictory
responses. (This results in higher quality leads).
Information on these leads are obtained through
audience development efforts, qualification, and
3. Digital edition leads are received on a regular
basis, retained in a retrievable system, and can be
re-selected at any time. Logos of full page
advertisers are placed on the outbound digital
edition announcement with links directly to their ad
in the issue. Audience members that click on the
logos are tracked through the audience fulfillment
system, and leads with demographics are forwarded to
advertisers on a weekly basis. Once an advertiser is
set up in the system, links are assigned, and
process for distribution is automated, which
requires no additional time from staff to maintain.
4. Newsletter leads (similar to digital leads) are
run through the same process as the digital edition
leads previously discussed. Each advertiser has a
single account in the lead generation system, with
each lead marked by source with the date and time of
each click. Newsletter editorial that is relevant to
an advertiser’s product can also be tracked and
distributed as leads in the same system. The system
allows for generations of profiles of the types of
audience members that are clicking on ads to allow
the advertiser to get a better understanding of who
is responding. Cross tabs can be run across all
To generate revenue and offset costs:
• Set a requirement for advertising spending levels
on lead generation programs and stick to it.
Programs that are given away have less perceived
• Set expectations—don’t over-promise on lead
quality. The goal is to provide the advertiser with
a consistent stream of potential buyers.
• Sell leads that are not specific responses to
ads—readers of particular stories and soft leads.
• Append data from your database to advertiser lists
for a one time fee or as part of a program.
• Allow advertisers to sponsor questions or
qualification and registration forms to offset the
cost of collecting data.
• Use the leads and metrics for your own benefit and
cross-sell/up-sell with radical forms and
• Charge more for engagement lists—premiums paid for
audience members that receive multiple products.
Takeaway: What matters now
• Media touch-point analysis (must reach and
influence audiences when and where they consume
business information—in print, online, through
email, in-person, mobile.
• Media brand preference (platform
• Total audience across all products—total reach.
• Total unduplicated audience across all products.
---Source: Folio Magazine May 28,
2009 webinar (www.foliomag.com). Heidi Spangler is
the director of audience circulation and development
for Questex Media Group. Reach her at firstname.lastname@example.org.