During an engagement with Association Publication Evaluations, a discussion with your sales director will cover the following:
Sales- vs. product-oriented organizations
- Pushing advertisers in
- Pulling advertisers in
Selling your circulation
- Effectively presenting your readership
- Are audits necessary?
- Comparing your numbers to the competition’s
- Reader surveys
Working with editorial departments
- How sales and editorial can work together ethically
- Understanding the editorial department’s role
- Editorial calendars that sell (ethically)
- Creating annual issues
- Creating directories
- Using advertisers as contributors, sources, subjects (ethically)
- The value of editorial advisory boards to sales
Developing media kits
- Contents
- Presentation: print and electronic
Added-value sales tools
- Annuals
- Directories
- Sponsored Content
- Website
- Special issues
- Special features
- Postcards/blow-ins
- The Big 6
Working with an art department
- Understanding the art department’s role
- Creating and using house ads
- Smooth delivery of materials
- Ensuring that advertisers’ ads run correctly
*Traffic coordination
*Effective contracts
*Foolproof proofing
Creating ads for advertisers
- Economic justification
- Creating ads that work
- Writing Effective Ad Copy
- Ethics