A spec ad how-to

Article Abstract:

Specimen ads can be highly successful, yet many newspaper sales teams appear reluctant to accept and apply spec ads in the pursuit of new or additional advertising dollars. Spec ads are a sample of what potential advertisers' ads may look like in one's newspaper. They enable sales teams to strategize, demonstrate, save time and money and successfully close deals with new and existing advertisers. If publishers train sales teams on how to look for ideas, these teams will not be so put off by the prospect of idea generation and development of spec ads.

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The insanity of telemarketing

Article Abstract:

Telemarketing continues to be the most used form of getting new circulation orders for newspapers despite surveys that point to its ineffectiveness as a marketing tool. A study conducted by Louis Harris and Associates in the US revealed that 47% of the respondents see telemarketing calls as an intrusion. What is mind-boggling is the fact that, despite the bad image of telemarketing as a sales tool, most newspaper spend nearly nothing on other forms of marketing.

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Selling more, making more

Article Abstract:

Getting newspaper sales staff to sell additional advertising space is one means of increasing revenues. One effective approach to achieve this goal is to establish incentive programs that will motivate sales staff to work over their previous performance levels. This proven technique can be further enhanced by setting a monthly revenue goal that will help maximize the staff's earning potential while improving the newspaper's sales performance from year to year.

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