Sales/marketing
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Advertisers’ blind spots
When we learned how to drive, we heard about blind spots. Those are the areas which are not visible in our rear and side view mirrors. As a result, we have to be extra careful when we change … more
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Successful newspapers employ many hands
Modulsit is a cost-saving solution for newspapers to help individuals and businesses tell their stories, how they want them to be told.  Learn more about what Modulist can do for your newspaper … more
What makes a good headline?
Imagine the editors of a prestigious news organization sitting around a conference table discussing a breaking story. The story is written and all they need is a headline to convey its importance to … more
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12 ad copy tips
Once an ad’s graphic design attracts readers’ eyes, it has to say something of value. Otherwise, readers will skip the ad and miss the message completely. Here are a dozen copywriting … more
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12 ad design tips
Want to get more eyes on your ads? Let’s take a quick look at some ad design tips:    Keep things simple and uncluttered. The four basic elements of a print ad are (1) … more
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12 ad campaign tips
A single ad probably won’t generate much business. The real work is done in multi-ad campaigns. Here are a dozen tips:    Learn from history. It’s important to study your … more
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A different kind of question
One of the basics of selling is to get the right kind of information from prospects. There is a big focus on asking about prospects’ goals, target audiences, marketing budgets and previous … more
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NEW TO THE RELEVANCE PROJECT REVENUE RESOURCE:  AN EXCLUSIVE OFFER TO ENRICH YOUR AD PITCHES!  
Check out a new exclusive benefit to members of the Newspaper Association Managers thanks to a Relevance Project partnership with Metro Creative Graphics and Pulse … more
Read any good catalogues lately?
Over the years, I’ve heard ad professionals talk about the outstanding copywriting that can be found in catalogues. Of course, there are other approaches to advertising creativity, but … more
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Countdown to the election - are you ready?
This will be an election like no other as the Covid crisis has forced us into remote work stations and candidates into dramatically different campaign strategies.  But that is just where the … more
In search of the perfect headline
Years ago, a keynote speaker at a local Ad Club meeting asked us to put ourselves in a consumer’s shoes. “Let’s say your name is John Doe,” he said. “One day … more
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Prepare a go-bag for presentations
Richard is an advertiser who has seen years of sales presentations. His pet peeve is any salesperson who shows up unprepared. “It’s a waste of valuable time to be in a meeting where … more
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It’s all about the benefits
Rob is the marketing director for an outdoor apparel company. I remember a conversation with him about his philosophy of promoting their products. “It’s all about benefits,” he … more
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It pays to pay attention
Abby, who owns a retail store, told me about an appointment with a salesperson from her local newspaper. “I did plenty of research before I contacted him and decided to run a campaign in his … more
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2020 NCPA Convention Agenda
The members of NCPA will convene in Raleigh February 26-28 at the Raleigh Marriott Crabtree Valley. NCPA continues a tradition of offering free training for our members. We have tracks for editorial … more
Meet them where they are
Tim manages an ad sales team. “When I started my career in the newspaper business, I quickly learned that advertisers can be worlds apart in their knowledge of marketing,” he said. “That’s … more
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The value of simplicity
Statisticians disagree on the number of commercial messages we are exposed to each day. Some say 1,000. Some say as many as 3,000. And others claim the number is closer to 20,000. With estimates … more
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FIVE WAYS TO ENHANCE YOUR PAPER'S OBITUARY CATEGORY
Obituaries and newspapers: Once, these two always went together, and this relationship provided publishers with a powerful traffic driver and an unbeatable revenue stream. But today's readers face … more
Right and left brain selling
Diane was telling me about her early days in selling. “One day stands out in my mind,” she said. “I had back-to-back appointments with two different prospects to talk about a special … more
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Four words for ad professionals: “Oh yeah? Prove it.”
I once encountered a car dealer who took advertising puffery to new levels. They publicized themselves as being number one in every conceivable category. Their general advertising theme was, … more
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