Revenue goals dominate most sales conversations, but Shannon Kinney argues that focusing on outcomes alone can leave media organizations managing results after it’s too late to influence them. In this month’s E&P “Ad Sales Life,” Kinney explains why the most successful sales teams track and coach the daily activities that drive revenue — from prospecting and discovery meetings to follow-up conversations and proposals — creating more predictable growth and stronger accountability.

As publishers compete for digital subscribers in an increasingly crowded media landscape, onboarding and retention have become critical revenue strategies. In this month’s Revenue Roundup, leaders from Forum Communications and STAT share how paywalls, personalized onboarding and subscriber engagement are helping strengthen loyalty and reduce churn.

Most media sales don’t fall apart during the pitch — they stall in the follow-up. When prospects go quiet after a strong proposal, the difference between a closed deal and a lost opportunity often comes down to what happens next. This month, E&P’s Shannon Kinney explains how value-driven follow-ups — and the smart use of AI — can keep deals moving and prospects engaged.

As audiences drift away from print and traditional web traffic continues to erode, local news organizations are being forced to rethink how — and where — journalism shows up. In this month’s feature, E&P’s Bob Sillick examines why vertical video has emerged as one of the most effective ways for newsrooms to reconnect with audiences who now consume news through social platforms and mobile screens. Drawing on real-world examples from local and national outlets, he explores how publishers are experimenting with short-form video to boost engagement without sacrificing journalistic standards. The result is a clear-eyed look at what vertical video can — and can’t — do for local news trying to stay relevant in a rapidly shifting media landscape.

Media sales professionals everywhere are asking the same question: why is it harder than ever to get an appointment? In this column, Shannon Kinney argues the answer has little to do with effort and everything to do with relevance. Drawing on decades of experience working with media companies and advertisers, she explains why traditional outreach tactics no longer earn attention in a crowded, skeptical marketplace. Kinney outlines a practical shift in mindset that helps sellers move from chasing meetings to earning them.

In a business obsessed with scripts, funnels and closing techniques, some of the best sales lessons come from unexpected places. In this column, Jeff Sleete turns to John Candy’s unforgettable character Del Griffith in “Planes, Trains and Automobiles” to illustrate what authentic selling really looks like. Beneath the humor and chaos, Sleete finds timeless truths about empathy, audience awareness and putting customers first. The result is a reminder that being genuine — not polished — is often what builds trust, loyalty and lasting success in sales.

Shannon Kinney, founder of Dream Local Digital and longtime media sales strategist, believes 2026 could be a record-breaking year — but only for sellers who prepare with intention. In this guide, she shares seven proven tactics for building pipeline, delivering insight, leveraging AI and closing deals with confidence. Her approach blends decades of industry expertise with today’s most effective tools. For media pros ready to grow, the path starts here.

E&P contributor Shannon Kinney has a message for every media sales rep still sending “just checking in” emails: Stop. In today’s hyper-competitive landscape, every touchpoint with a client or prospect must offer insight and value — not vague follow-ups. Kinney, a digital media veteran and founder of Dream Local Digital, argues that AI is now an essential tool for transforming routine check-ins into credibility-building moments. In her latest piece, she shares actionable prompts, real-world examples and the mindset shift required to stand out as a trusted adviser in sales.

E&P columnist and media strategist Imtiaz Patel convened a closed-door roundtable of senior media leaders — from local publishers to national broadcasters — to confront a rising reality: AI is already rewriting the rules of engagement, audience and revenue. With consumer behavior shifting rapidly and tech giants controlling distribution, executives are scrambling to rethink business models before the next disruption hits. In this month’s editorial, Patel distills the key themes that emerged — from operational overhauls to the urgency of building trust-driven communities — and offers a sober warning: hope is not a strategy. The time to act is now.

Thirty years in media sales taught Shannon Kinney the same truth every time: preparation wins. What’s new is that AI can now do the heavy lifting — research, positioning, even objection practice — in minutes instead of hours. The secret isn’t magic; it’s better prompts. Kinney says sales professionals should think of them as their new scripts, helping them walk in smarter, add more value and close more deals.

In his latest column, veteran sales strategist Jeff Sleete takes inspiration from an unlikely teacher — the bald eagle. While admired as a national symbol of strength, the eagle is also infamous for its greed, sometimes seizing prey so heavy it drags the bird under and drowns it. Sleete argues the same fate awaits salespeople who chase oversized commissions or force-fit clients into packages that don’t serve them. With more than 50 years of experience leading sales teams, he reminds us that true success comes not from grabbing at every deal, but from building trust, delivering value and earning loyalty that lasts far longer than a single transaction.

Jeffrey Sleete likes to say that great sales careers — and long, fulfilling ones — are built on mindset as much as skill. In a recent column, he drew inspiration from the 1945 hit “Ac-Cent-Tchu-Ate the Positive,” reminding sellers that eliminating the negative isn’t just a catchy lyric — it’s a survival skill in a high-pressure profession. Borrowing wisdom from gerontologist Dr. John Dunlop, Sleete suggests that waking up with a plan and ending the day knowing you’ve helped someone aren’t just good rules for aging well; they’re the foundation for staying sharp, productive and fulfilled in sales, no matter your stage in the game.

James Braddock was a down-and-out boxer who couldn’t buy a win — until he shocked the world and became heavyweight champion. His secret wasn’t better technique or a stronger punch, but something far more powerful driving him forward. His story holds a lesson every salesperson needs to hear about grit, preparation and purpose. If you’ve ever felt like the underdog, you’ll want to read how Jeff Sleete believes Braddock turned impossible odds into victory.