Sales/marketing
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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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2019 NCPA Convention Agenda
The members of NCPA will convene in Raleigh March 20-22 at the Raleigh Marriott Crabtree Valley. (Site of the 2018 convention which held record crowds.) NCPA continues a tradition of offering free … more
Multi-tasking = multi-risking
Joseph was talking to me about something he feels is important to the ad staff he manages. “These days, there’s a lot of talk about multi-tasking,” he said. “But according to what I’ve read … more
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Four wins are better than two
Jodi is a sales manager with an interesting philosophy. “We’re all familiar with win-win,” she said. “It’s a common cliché these days. In business relationships – especially any kind of … more
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What advertisers care about
Back in my ad agency days, I learned a big lesson about what to do – and what not to do – in a sales presentation. I was sitting in the office of the owner of a construction business, … more
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What advertisers care about
Back in my ad agency days, I learned a big lesson about what to do – and what not to do – in a sales presentation. I was sitting in the office of the owner of a construction business, … more
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