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Ad Libs by John Foust

John Foust has conducted training programs for thousands of newspaper advertising professionals. Many ad departments are using his training videos to save time and get quick results from in-house training. Email John at john@johnfoust.com.

Treasure hunt for ad ideas

Not all treasures consist of gold and silver. For those of us in the advertising business, some are hidden away in file cabinets and company archives.

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Advertising’s slippery slope

We’re all guilty of that same thing. ... 

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Get more mileage out of testimonials

This strategy gave us more mileage than a campaign with two or three testimonials because there were so many different combinations. If you’d like to try something similar, here are the steps to ...

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Ad lessons from a wall poster

David Droga, who founded the Droga5 global advertising agency, said, “I really believe in the power of advertising ... the power of advertising that’s in sync with what consumers want.” ...

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Don’t sell your clients short

Gene’s story applies to anyone in sales. Just about all of us have undersold our products and services at times. When you’re upselling, here are some points to keep in mind ... 

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What makes an ad campaign?

Does this sound familiar? Are there advertisers in your market who are stuck on the same ad, week after week after week? As you work with them, keep in mind that campaigns share some common traits. 

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Do you know where your fire extinguishers are?

We all want to take care of our advertisers and coworkers. Well, there’s no better way to do that than to help them stay safe in the workplace. There are some simple things we can do to accomplish ...

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If it’s 10:08, it must be a watch ad

Legendary UCLA basketball coach John Wooden once said, “It’s the little details that are vital. Little things make big things happen.”

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What are they selling?

Rick discovered an excellent way to teach the basics of advertising, and the students learned a lot about how businesses promote themselves.

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The power of enthusiasm

While some people are naturally animated in their enthusiasm, genuine enthusiasm is an inner sense of optimism, excitement and joyful anticipation. 

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We’ve got some explaining to do

People usually say “no” to things they don’t understand. It’s a salesperson’s job to help prospects understand what he or she is selling.

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Advertising’s Bill of Rights

In the advertising business, there are things which must be done in order to create an effective campaign. Think of it as Advertising’s Bill of Rights. 

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Oboes and leadership

This means that the oboe sets the pace for the entire orchestra. It’s easy to see a direct comparison to a leader’s role in the business world.

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Say it and do it, or renegotiate

“As a manager,” Joe explained, “this approach helps me stay up to speed with what is happening with our advertising department. Plus, it shows the team that this kind of situation does ...

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The power of being specific

Generalities have no sticking power.

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A key question: What’s next?

Gregory talked to me about a lesson he learned in his early days of selling advertising. “In one of my first presentations, the prospect rejected my ideas for a new campaign. Back at the office, ...

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Two advertising goals: attention and retention

A number of factors influence attention and retention, including ... 

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A good idea is worth the wait

It takes patience to defer judgment. We’ve all been in meetings where ideas bounce around the room. Somebody mentions the first glimmer of an ad idea, and before you know it, someone else says, “No, ...

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The importance of proofreading

Proofreading is one of the most important skills in the advertising world. While anybody with a sense of humor can appreciate a harmless blooper (one of my favorites is the sign that read, “Ears ...

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Advertising’s blast from the past

In order to look ahead to a new advertising idea, sometimes it helps to take a look at the past. When an advertiser has been in business for a number of years, there are plenty of possibilities. Let’s ...

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