Q&A: Cox Media's Mike Miller
by K.C. Neel -- Multichannel News, 3/24/2009 4:26:06 PM
Mike Miller is a regional vice president for Cox Media, the advertising sales arm of Cox Communications. He oversees the company's ad sales departments in San Diego, Orange County and Santa Barbara, Calif.; Phoenix, Tucson, Ariz.; Las Vegas; Louisiana; and Macon, Ga. He works closely with the general managers of these markets on strategic direction and building plans to reach financial objectives. Miller began his cable career with CableRep (now Cox Media) in 1983 as a sales manager in Cedar Rapids, Iowa. He continued to grow within the company and has lead three advertising sales operations as general manager: Moline, Ill.; Omaha, Neb.; and most recently San Diego. Miller was responsible for achieving financial goals, maximizing partnerships with Cox and driving sales and operational success. During his stint in San Diego, he formed the San Diego Interconnect. Based in Atlanta, Miller talked with Local Ad Sales contributor K.C. Neel about Cox Media's ad sales strategy. An edited transcript follows:
Q: What are you doing to offset the downturn in revenue in the wake of the recession?
A: In general, our focus is on market share. We want to make sure we grow or maintain our market share. We were successful last year and it looks like we are being successful this year as well. Our philosophy is to leave no stone left unturned.
Q: Are you mining new segments or digging deeper in existing segments?
A: We are doing both. Certainly, we can't make up all the loss from auto sales, but there are segments that are holding steady or actually growing including legal, education and health care. We are focusing on our bigger clients to make sure we are filling all their needs. We're not ignoring smaller accounts, but they are bit more risky right now. By concentrating on our larger clients, we think we can gain market share.
Q: Are you focusing on bundled services?
A: We're looking at a lot of different angles. Many of our clients want to try new things and we have the tools available to satisfy them. We have opportunities in mobile, on demand, online and interactive TV. Clearly, the largest percentage of our revenue still comes from the 30-second spot. It still remains king. But we don't want to rest on that success. We want to pursue opportunities in new media and so do our clients.
Q: Are clients asking for new media sales opportunities or do you have to convince them to try something new?
A: Certainly, we have some clients who are entrenched with traditional media options and have to be educated on the opportunities of new media. But others realize that the old formula isn't working and they want to try new things. The best thing about Cox Media is that we can put all those options together for clients. We can take the 30-second spot and use it to drive consumers to new areas. We are the one-two punch for advertisers and they like that.
Q: Are advanced advertising opportunities more embraced by clients in larger markets than smaller ones?
A: Not necessarily. For instance, we're seeing significant success with mobile texting in many of our smaller markets suggesting that new technology is being embraced everywhere.
Q: With mobile advertising being such a nascent opportunity, is it hard to sell?
A: Mobile advertising is new but it also relatively simple to understand. Everyone everywhere has a cell phone and people understand what a text message is. They get them all the time. So a text ad is simple to explain to clients. In fact, it's easier to understand than video on demand or interactive TV.
Q: Are you looking at operational efficiencies to help offset a drop in revenue?
A: We're looking at efficiency at every level of the business. When it comes to our back office, for instance, we are trying to keep better track of our rates and inventory. We have to keep a close eye on rates because in many places they are dropping. In many of our markets, we have reached parity with broadcasters and in some cases, their rates have dropped 30% to 50%. We aren't dropping our rates that much but we are having to readjust in some places. We have to make sure we are keeping track of those rates and keeping track of the inventory.
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