Advertising / Sales

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

10 advertising sales resolutions to make for the New Year

December 27, 2018

These resolutions will make every salesperson and their publications even better. This is the goal. The bottom line is to push every publication in front of their media competition and give it a stronger presence in their marketplace. The key thought is always, “What is our top-of-mind awareness strategy?”

Selling print advertising, or anything else, is as simple as 1, 2, 3!

December 27, 2018

One. Become the client’s “business partner” and not just another salesperson. Create a solid one-on-one relationship with the buyer centered on mutual trust, caring about the client’s needs and delivering valuable promotion and advertising ideas. Make an exceptional effort to understand the client’s business from his side of the desk or counter. Learn all you can about the client’s business and dreams and develop plans that will best benefit him. Have the “courage of your convictions” regarding your publication’s reach, readership credibility and unique benefits. Tell your story.

For the coming year: Thoughts about classifieds, Craigslist and BIG fish

December 27, 2018

WE ALL KNOW that classified pages in community newspapers have diminished, although not as much as they have in metro newspapers.

BBB launches consumer reporting service

December 27, 2018

The Better Business Bureau announced the launch of its latest consumer reporting service, BBB AdTruth, an online tool that empowers everyday shoppers to identify advertisements that appear to contain claims that are questionable or which maight lack evidence to support them and report them so BBB advertising review specialists can investigate, and assess the advertising’s truthfulness.

Full load or half-load

December 27, 2018

Greg used to help his uncle sell and deliver firewood on weekends. No doubt, that influenced one of his first phone calls when he started selling advertising for his local newspaper. His prospect asked, “Why are you asking so many questions?” and he said, “I’m just trying to figure out if you need a full load or a half-load.”

Classifieds 2019: Hidden Revenue

December 27, 2018

There is no magic solution to growing classifieds these days. It takes understanding your local marketplace and basically providing what it wants. Isn’t our job with classifieds to bring buyers and sellers together? Have you dropped the ball in this effort and watched your classified revenue go down even as the economy gets stronger and stronger? You have a secret weapon right there online, so let’s go through the steps below in order to turn classified online ad-order entry into a moneymaking machine in 2019.

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.

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