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 …
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John Foust
Raleigh, NC
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3/4/21
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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 …
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2/19/21
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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 …
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John Foust
Raleigh, NC
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2/8/21
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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 …
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John Foust
Raleigh, NC
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1/12/21
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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) …
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John Foust
Raleigh, NC
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12/17/20
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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 …
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John Foust
Raleigh, NC
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11/23/20
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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 …
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John Foust
Raleigh, NC
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10/26/20
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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 …
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10/14/20
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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 …
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John Foust
Raleigh, NC
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6/30/20
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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 …
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6/24/20
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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 …
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John Foust
Raleigh, NC
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5/26/20
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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 …
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John Foust
Raleigh, NC
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3/30/20
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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 …
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John Foust
Raleigh, NC
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3/2/20
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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 …
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John Foust
Raleigh, NC
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2/3/20
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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 …
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1/3/20
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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 …
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John Foust
Raleigh, NC
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12/11/19
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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 …
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John Foust
Raleigh, NC
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11/7/19
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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 …
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10/18/19
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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 …
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John Foust
Raleigh, NC
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9/18/19
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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, …
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John Foust
Raleigh, NC
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3/4/19
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