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Media Maze Still
Favors Local Papers
Home pages, web sites - the internet.Desktop publishing, Yellow Pages, coupons, tighter daily newspaper zones... There has never been more intense competition for advertising dollars.
But there’s good news in that maze of so many choices. It confirms that the community publications are the most effective and cost efficient medium for local businesses today.
Plain and simple. The more choices, the more fractured the market, the greater the competition for household penetration.
The single greatest common need of residents is local information - news and advertising. That’s what they expect of the local publication. And if you’re doing it right, you’ve providing something no other outlet gives them.
What’s Different is What’s Good!
Too often salespeople get overwhelmed by the competition and make the mistake of selling price or circulation when they should concentrate on what the textbooks call your pre-emptive advantage or unique selling proposition.
Work with your sales staff to differentiate your publication from the competition and quantify its value to the advertiser. Ideally this is an opposite attribute of the competition.
Once you've developed that story, promote it with strong marketing materials to support your staff. The Peterson Group can help you create your story.
"Local" Works
A trying economy presents its share of problems and challenges, but there are also some great opportunities for community-based publishers to gain additional market share and prosper.
An adverse economy is a reason to increase advertising. If this isn’t part of your staff's sales conversations these days, you’re not helping your merchants or your company. When money is tight and people spend carefully, they need more information. They need to make good decisions. Who’s the best source for that information? The local paper, of course.
Don’t underestimate your opportunity to become more essential in the advertising needs of your community. With money tight, you’re most likely to be more affordable than regional media. You might also have appeal you didn’t have when the economy was better. For accounts frustrated with their other advertising buys you can be a fresh alternative.
Contact The Peterson Group for a full outline of detailed selling strategies for Community Publications. |
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Successful strategies to strengthen your business.
The Peterson Group
can help you answer these questions.
Are you satisfied with your operating margins?
Are you spending too much, or too little in critical areas?
Are departments operating efficiently?
How strong is your connection to the community?
How easy is it to do business with you?
What's a good week's work for a sales rep?
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Smart selling is the key.
A thorough analysis of your company’s advertising activity can develop important information critical in decision making and revenue growth efforts.
When you meet or exceed customer expectations, you gain their confidence - and generally their business. We have proven strategies and programs to improve advertising department efficiencies and increase revenue.
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