Advertising / Sales

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

When it comes specifically to the advertising mediums you rely on for shopping and purchasing decisions with LOCAL merchants, what is your primary source of information—community newspapers, local TV stations, metropolitan newspapers, in-store promotions, direct mailings, radio ads, cable TV ads or social media platforms?

Survey: 90% of readers say their community newspaper keeps them informed

July 3, 2018

Ninety percent of the more than 1,000 people responding to the National Newspaper Association’s 2018 readership survey said that their community newspaper informs them. And 73 percent said that their hometown paper provides valuable local shopping and advertising information.

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.

Proposing an advertising business marriage

August 14, 2018

For the advertising salesperson, he or she believes that the customer is thinking a buying decision usually means a decision to enter into a long-term relationship with him or her and the publication. It is much like an “advertising business marriage.” Before the customer decides to buy, he can take you or leave you. He or she doesn’t need your publication. But when your customer does finally make a decision to buy from you, and gives you money for your advertising service, he can become dependent on you. And since he or she probably has had bad buying experiences in the past, he or she can become uneasy and uncertain about getting into this kind of dependent relationship again.

Seven truths and one confession

August 14, 2018

As we come to the end of this little “How to sell print advertising” book, I’d like to leave you with seven undeniable truths—and one personal confession.

Too many opinions spoil a presentation

August 14, 2018

Back when I was in the ad agency business, I made a logo presentation that turned into a fiasco. It was an uncomfortable reminder of the importance of a presentation environment.

Not too early to start planning for the holidays

August 14, 2018

I know. We’re still watering flowers, whacking golf balls and getting ready to put out the fall sports section. (Apologies to newspapers in states such as Florida and Nevada, where you can water and whack year-round.)

Questions for advertising salespeople

June 14, 2018

Although most advertising salespeople are knowledgeable about their publication, it’s always a surprise when potential advertisers start asking a ton of questions about it and the salesperson is at a loss to answer them. Here are questions that could come up and need to be handled by the salesperson:

A strategy for organizing your advertisers’ information

June 14, 2018

I was talking to Greg, a veteran sales manager, who said, “Our sales team knows the importance of asking questions and gathering the right information. But the key is to write it down accurately and keep it organized. When salespeople review their notes later, they need to be able to move as quickly as possible to the next step in the process, whether that’s a proposal or the first ad in a new campaign.

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