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Books on:

Advertising

PR

Mass Media

 

 

 

 

 

 

 

         
     

Newspaper Advertising Sales

 

     

 

     

 

Chin Harry. Newspaper Advertising Sales. – Redmond, Washington: Newspaper Research Press, 1994.

 

Contents

Introduction

 

     
     

Contents

 

Introduction

How to use this book

A professional shares his experience

 

PART ONE: WHAT TO DO

CHAPTER 1. PROSPECTING: HOW TO LOOK FOR JOB OPPORTUNITIES

The two kinds of prospecting

Classified ads in the newspaper

Internal newspaper job posting

Employment agencies

Professional meetings and luncheons

How to approach a complete stranger

If you already work at a newspaper

Newspaper and business trade publications

Newspaper personnel departments

 

CHAPTER 2. USING MEDIA KITS

 

CHAPTER 3. TARGET THE NEWSPAPER JOB YOU WANT

How to select target newspapers

The exercise

 

CHAPTER 4. TIME MANAGEMENT FOR AN EFFECTIVE JOB SEARCH

Time management = congruent beliefs, values, and goals

Avoid the activity trap

Re-program your time habits

The F.A.S.T. strategy for managing paperwork

The ultimate acid tests for effective prioritizing

 

     
     

CHAPTER 5. GOALS ARE SMIL

 

CHAPTER 6. NETWORK YOUR WAY TO A JOB

The breakfast/lunch approach

The student approach

An unconventional approach

Tips on building self-confidence

 

CHAPTER 7. THE ART DF TELEPHONING

Send a positive mental picture

Avoid a common telephone mistake

How to get by the department receptionist

What to do when you get through to the ad manager

Tips on getting your appointment

 

CHAPTER 8. MAKE AN EFFECTIVE PRESENTATION

How to prepare a mini-presentation

What to remember during the meeting and after the meeting

The follow-up advertising campaign

 

CHAPTER 9. GUARANTEE A GOOD FIRST IMPRESSION

 

CHAPTER 10. SALES SKILLS CHECKLIST: A PEEK AT THE INTERVIEWER'S CLIPBOARD

Communication skills

Positive attitude

Teamwork

Time and organizational management

Sales skills

Top 14 selling skills

 

CHAPTER 11. INTERVIEW TO WIN!

Possible interview questions and recommended responses

Behavior-based interview questions

3 questions not to ask during the interview

Key questions to ask

 

CHAPTER 12. OVERCOMING OBJECTIONS DURING YOUR INTERVIEW

 

CHAPTER 13. RESUMES AND SALES LETTERS

Sell the sizzle, not the steak

Get your envelope noticed

Resume reference books

Sales letters

 

PART TWO: WHAT TO KNOW

CHAPTER 14

Standard Rate and Data Service

Gale Publications

Canadian Advertising Rates and Data

Association directories

 

CHAPTER 15. WEEKLY NEWSPAPERS AND SHOPPERS

The neighborhood weekly

Free vs. paid publications

Job opportunities at weeklies

Alternative weeklies

Shoppers

The weekly advertising marketplace

 

CHAPTER 16. NEWSPAPER ADVERTISING PRODUCTS: KNOW WHAT YOU'LL SELL

Retail advertising preprints

Run-of-paper or ROP advertising

Newspaper zoning

ROP newspaper readership

The Standard Advertising Unit

AD/SAT and ADSPACE

Electronic data interchange

Revenue contracts and volume discounts

Spot color

Guaranteed and premium positions

Couponing

 

CHAPTER 17. DIRECT MAIL

Advo, Inc.

Coupon packs

 

CHAPTER 18. NEWSPAPER READERSHIP: AN OVERVIEW

The problem of slipping readership

How the improvements began

Who's reading the newspaper?

 

CHAPTER 19. RETAIL SALES: KNOW WHAT ADVERTISING CLIENTS NEED

A recent history of retail

Where people shop

 

CHAPTER 20. TECHNOLOGY: SERIOUS COMPETITION 207

Audiotex

Personal computers and videotex

Telephone companies: an unfair edge?

Newspapers fight back

Database marketing

Is the videotex newspaper next?

 

CHAPTER 21. SALARIES: WHAT WILL YOU EARN? 219

Bonuses

Salaries from 63 newspapers in the United States and Canada

 

THE LAST WORD

APPENDIX

NOTES

INDEX

HOW TO USE THIS BOOK

 

Introduction

 

How to use this book

 

In challenging economic times, as competition for career opportunities in all fields increases, it's more critical than ever to use proven job search tactics developed for a specific industry. This book is a collection of step-by-step strategies tailored to getting jobs in Newspaper Advertising Sales.

While the communications industry isn't immune to recent economic difficulties, the fact remains that the majority of college graduates seeking careers in the media are getting jobs. The most recent Ohio Stale University surveys of journalism and mass communications graduates shows 56.3 percent of them found full-time work within six to eight months of graduation. Media jobs do not necessarily dry up during tough times, but with a smaller number of available positions you will have to work harder and smarter in your job hunt.

This book can help.

In the following chapters you’ll find valuable industry knowledge combined with specific job-hunting skills. You'll be encouraged to use a "hands-on" approach as you make your way through the territory of newspaper employment. You'll learn how to get key information directly from people in a position to hire you, instead of relying on second-hand information about the career and about specific job opportunities.

The topics covered within are diverse, ranging from commonly asked interview questions and their recommended answers to a survey of salaries paid by sixty-three newspapers in the U.S., Canada and Puerto Rico. Choose the information that applies to your own circumstances.

Please note that I've chosen to focus on retail advertising in this book, mostly because it accounts for over one-half of the newspaper industry's revenue. I also believe learning about the industry will be easier if you have familiar examples with which to work, such as the display and insert advertising that supermarkets, department stores and other retail merchants use to resell products and services. This is not to imply that classified advertising, including automotive, employment and real estate, and national advertising, which concentrates on selling programs to manufacturers and non-retailers, aren't equally exciting.

No matter which kind of advertising you sell, you'll soon discover that retail, classified, and national advertisers all buy the same thing: sales results. If you concentrate on the basic newspaper marketing principles– readership, demographics, and intelligent application of the newspaper medium– you'll have no trouble adapting the principles and strategies in this book to any newspaper advertising career.

With the introduction of new technologies, including "audiotex", on-line personal computer information services, and the so-called "information superhighway," the newspapers of the future may not look like they do today. Nevertheless, the essential information services they provide will always be in demand, which leaves little doubt that newspapers will continue to be the number one North American advertising medium well into the future. So be a part of the future! Get into the action: there are over thirteen thousand daily, weekly, and shopper publications in the United States and Canada. There's a job in newspaper advertising waiting for you. You only have to find it!

 

A PROFESSIONAL SHARES HIS EXPERIENCE

I've worked in sales and management at newspapers of all sizes and kinds: a large metropolitan daily, a suburban daily, three weeklies, and a college newspaper. While my first job in ad sales and management was as a student at the University of Washington daily newspaper, my professional career began after I graduated, as an advertising representative with The Seattle Times, where 1 worked for eight years. I was named their best retail advertising account executive in the mid-1980's, and shortly thereafter I was recruited to join the ranks of management at a suburban competitor – The Journal American – where I enjoyed successful stints as display sales manager and advertising director. During my years in advertising management, I reviewed countless resumes, and then interviewed, hired, and trained Newspaper Advertising Sales representatives.

But I spent plenty of time on the other side of the interview desk as well. As a college senior, I started out as most job hunters do, talking to newspaper sales managers and personnel directors, trying desperately to impress my interviewers, hoping to be hired. Looking back, I was wretchedly unprepared. I didn't know how to interview, and I wasn't getting any offers. Finally, one painful failure in an interview for a newspaper sales position at a large metropolitan publication made me understand that I had to do something to improve my chances. That rejection was especially discouraging and humbling – I had bragged to my friends and family that I would easily get the job. But during the interview, the personnel manager bombarded me with an array of questions that I wasn't prepared to answer:

"What do you know about the newspaper industry?" "What's your greatest weakness?" "Why should I hire you?"

This interrogation seem to go on forever. The manager was just doing his job, but at the time I felt his sole purpose was to humiliate me. That experience made me realize that to find a job, I had to first learn more about the newspaper industry, specific publications, and interviewing techniques. After that disastrous interview, I spent the final six months of my senior year researching many of the strategies and ideas featured in this book – and what a difference it made! Later, fully prepared, I interviewed successfully and received five job offers from publications owned by the Washington Post Company, Newhouse Newspapers, Knight Ridder, Inc., and regional newspapers.

When I began interviewing new job applicants as an advertising sales manager, the benefits of careful preparation for a job hunt became even clearer. I interviewed candidate after candidate in the same predicament as I had been nine years earlier: intelligent and presumably competent, but completely incompetent in an interview.

One candidate didn't even know if my newspaper was a morning or evening publication. Another prospective advertising salesperson, who had been sailing smoothly through the interview, revealed he had been fired from his last position because of a stormy altercation at the office. Many of the candidates kept shooting themselves in the foot – they didn't know how to respond appropriately to various interview questions.

My dual perspective of interviewee/interviewer makes this book uniquely tailored to people pursuing careers in Newspaper Advertising Sales. I've presented workshops based on this material to Newspaper Advertising Sales and management personnel from colleges and universities around the United States. Now, I'll share it with you. Good luck, and happy job-hunting…»

 

The full text of the book can be found at bookstores, e-bookstores and libraries.

 

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See also:

Make the Sell. How to Sell Media with Marketing

Cable Advertising. New Ways to New Business

Broadcast Advertising and Promotion

Books on Advertising

Books on PR

Books on Mass Media

 

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