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The Timidity Factor

The training of advertising salespeople has come a long way. Yet one aspect of sales training has not penetrated to the degree it should have after all these years. It is called the “Timidity Factor”. The thrust of this assertion is that the tendency of role playing at sales training sessions is for advertising salespeople …

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Work Family

By Bob Berting, Berting Communications At a publication seminar I conducted, attendees talked about internal company friction and how staff members didn’t seem to have respect for each other. Enmeshed in this problem is a list of demands on staff: deadlines, dealing with other departments, dealing with other co-workers, and pleasing management. Although most of …

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Tips for conducting an open house and marketing seminar to promote your paper

Two of the most powerful ways to promote your publication is to conduct a marketing seminar and open house for the merchants in your market. This can include your inactives, regulars, and prospects.                                                 …

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5 Ways to Creatively Promote Your Publication

A brand is what a customer perceives of a publication. In its most simplistic form, branding is “emotional connections between a newspaper and the market it serves.” Let’s examine 5 ways to promote your publication brand in the marketplace: Service clubs Join a Kiwanis, Rotary, Optimist, or Lions Club. The relationships you can build in …

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Understanding the customer is key to building the right ads

Even in today’s amazing technology, there remains a classic, time worn problem. How are the advertising materials organized and communicated between the client, the salesperson, and the graphic artist? More specifically, how are presentation layouts presented back to the client? The answer: usually not well organized. But to solve the problem, let’s take a few …

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Let’s go to the movies

When a movie turns out to be good or bad depends on a variety of things depending on the director, cast,  music, and editing. This principle applies to  successful advertising campaigns which encompass strategy, execution, marketing, creativity, graphics and copy. Let’s look at instant recognition and customized imagery. A basic principle of publicity for movie …

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Thinking about the Spiders

There continues to be a  battle to enhance publication online presence and  to  be concerned about search engine optimization.  When the spiders and electronic robots visit your publication website, do they represent interested readers who will trust and believe in your journalistic expertise or just curiosity seekers who just want to grab bits and pieces …

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