Advertising / Sales

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

Important National Debate on Tax Reform Preserves Advertising Expense Deduction—So Far

November 2, 2017

An important national debate on reform of the federal tax code was initiated today by House of Representatives leadership. It appears that the first versions of the bill recognize the critical importance of encouraging economic growth through advertising, according to National Newspaper Association President Susan Rowell, publisher of the Lancaster News, Lancaster, SC.  But she warns that the debate has just begun and taxes on advertising are still possible.

It feels like summer, the weather is nice—so plan for winter

October 16, 2017

Whether you use your carriers and/or district managers or use an outside carrier force, the summer weather is great for solicitation. (OK, in most areas, it is—granted Yuma, AZ, is the reverse.) But what about the cold, wet months of winter? Here is an idea to make that winter time a good circulation builder.

Amateur versus professional

October 16, 2017

What sets advertising amateurs apart from professionals? Let’s examine some key skill areas.

Chapter Three: You need to get out on the street

October 16, 2017

I’ve been selling newspaper advertising for more than half a century, and I’ve seen both good and tough times. There have been clients who’ve welcomed me with open arms and others who’ve been as cold as a block of ice.

Make selling for the holidays both fun and profitable

October 16, 2017

The National Retail Federation reports that holiday sales topped $658 billion last year, and this year’s holiday forecast from Deloitte projects a roughly 4.5 percent increase in holiday spending. Advertiser prospects are undoubtedly hungry for a bigger slice of that holiday pie. But with increasing competition from online retailers as well as labor and operations challenges, advertisers will need your assistance to make their fourth quarter goals.

Planning strategy for holiday advertising

October 16, 2017

Now is the time for newspaper salespeople to approach their customers (as well as prospects and inactives) to discuss holiday advertising and to maximize their role as a marketing consultant. To be more specific, this means creating a major role for their newspaper in the customer’s media mix campaign for the holiday season.

Getting sales ready for the holidays: Plan Now

October 16, 2017

Yes, it’s October—a good time to chug a jug of cider, carve a pumpkin, and savor the fall foliage.

Ad tax looms for businesses

October 16, 2017

The threat of a federal tax on advertising loomed large in September as the nation awaited the appearance of proposed tax reform legislation from Congress. Groups with a stake in any aspect of the Internal Revenue Code, first passed in 1913 with a deduction for advertising expenses, swarmed Capitol Hill to speak up for their concerns.

Ad tax fight heats up

October 13, 2017

We are fighting an advertising tax.

Why ask questions in headlines?

September 13, 2017

Headlines are the entrance ramps to effective advertising. The better the headline, the higher the readership. The key word is “engagement.” How can you engage readers with just a few words?

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