Advertising / Sales

Great ideas and concepts for bolstering your ability to attract and serve advertisers.

Tips for coaching your sales team

October 31, 2018

Because of their value to the publication, it’s important to focus on the performance of the sales team. Although many sales managers will lament about the sales force and their inability to build advertising sales, the critical problem is that the salespeople are simply not motivated. In my experience as a large suburban newspaper sales manager, then executive, and current newspaper marketing consultant, I find the following points to be valid in coaching the sales team.

Four wins are better than two

October 31, 2018

Jodi is a sales manager with an interesting philosophy: “We’re all familiar with win-win,” she said. “It’s a common cliché these days. In business relationships—especially any kind of negotiation—each side should benefit. I help you win, and you help me win.

How to survive as a community newspaper publisher

October 22, 2018

This will come as little news to Publishers’ Auxiliary readers: You job is 100 percent harder now than it was 20 years ago, when the internet was in its infancy. Also, radio and TV weren’t as competitive as they are today. That made newspapers the major player in local news and advertising in your community.

Monthly ideas column offered to NNA members

October 22, 2018

There is a reason Peter Wagner is called “The Idea Guy.” His mind is constantly coming up with ways to help newspapers increase their revenue. With just one look at his newspaper company in northwest Iowa, you will see his ideas in operation.

The importance of time management

October 22, 2018

David Ogilvy, one of the legends of the advertising agency business, was known for his extraordinary efficiency. I once read that he would often call a client and set an appointment for eight or 12 or 21 minutes of time. When the meeting started, he would place his watch on the table in front of him and finish his presentation at exactly the predetermined time. It was a dramatic and unique way to demonstrate how much he valued time.

Selling ad campaigns is hard work

October 22, 2018

These must seem like the roughest of times for advertising salespeople, with so much talk about the status of newspapers in the media mix. But one thing salespeople must keep in mind is that for all their troubles, newspapers are seen by media buyers as a vital part of the media mix in any community. Media buyers would like to see newspapers rebound and reinvent themselves. Ad salespeople need to have the motivation and desire to accomplish their goals of selling retail merchant prospects and media buyers with more motivation and enthusiasm. The following tips will help them compete in this new, tougher environment:

Getting serious about employment advertising In Just 3 Steps

October 22, 2018

If there were ever a time for smaller papers to get back into the employment advertising game, the time is now. With record low unemployment rates, local companies are scrambling for employees and if you present them with the right print, online and social media package they will give you a another try.

What advertisers care about

August 30, 2018

Back in my ad agency days, I learned a big lesson about what to do—and what not to do—in a sales presentation.

Tread carefully when requiring down payment for democracy

August 30, 2018

My hometown newspaper instituted a new policy requiring that readers “pay” for the First Amendment right to express, and explain why, who or what they support or oppose at the voting booth.

Real estate: Before and after

August 30, 2018

Take a good look at your real estate section. Is it modern, does it contain local content; and is it making budget year after year? If not, take that old fashioned home section with the syndicated columns and turn it into a local Realtor™ (yes REALTOR) showcase.

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