When ad sales people call on clients, they now have to deal with a different type of client objection. No longer must they only be able to explain effectively how your newspaper is a good advertising buy – now they must also address the issue of the effectiveness of newspaper advertising in general. Your advertisers have been reading the stories about how newspapers are dying (and frequently reading those stories in newspapers). Here’s a good resource made available by the National Newspaper Association — Newspaper: the multi-medium. This site is a collection of all kinds of information that will come in handy for your ad reps – including 10 reasons to advertise in a newspaper, 10 reasons to advertise during tough economic times, 10 reasons to advertise on a newspaper website, 10 reasons to advertise frequently … and lots more. Explore this site and you’ll find all kinds of information to adapt for your advertising reps’ pitch books.
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