your paper?

Which other publications or media has the client advertised with?

Which types of advertising approaches have worked for the client in the past?

When is it most advantageous for the client to advertise?

Help the client to know your paper

Demographics

Help your client realize the many benefits of advertising in your paper. Explain to them that students have disposable income that can be spe

Each semester, new advertising representatives join the sales force of student newspapers. One of the first and most valuable concepts that new ad reps should focus on is that of building strong working relationships with advertisers. Simply stated, relationship building is trust building. When a solid foundation of trust is achieved, sales will follow.

When an advertising representative begins working with a client, a partnership is established. The partnership between ad rep and client can be extremely beneficial and rewarding. The client will profit by advertising in a dynamic publication that informs the readership of her unique products and services. The ad rep will gain valuable experience and in many cases a solid paycheck.

Learn about your client's business.

Research your client's business

• Develop a working knowledge of the goods and services that your client offers.
• Identify and understand your client's target market.
• Research the client's industry to understand the challenges they face.
• Develop the link between your client's products or services and the benefit that it will bring to your readership.
• Know when it is the peak season for their business.
• Share the information that you have learned with your client to assure them that you are interested in their success.

Discover who your client is

What is their temperament?

Do they have a conservative approach or are they willing to try new things?

What is the best time of day or week to work with them?

What are their expectations of the advertising experience?

What is their impression of your student newspaper?

Learn about the client's advertising history

Has the advertiser enjoyed and benefited from their relationship with your paper?

Which other publications or media has the client advertised with?

Which types of advertising approaches have worked for the client in the past?

When is it most advantageous for the client to advertise?

Help the client to know your paper

Demographics

Help your client realize the many benefits of advertising in your paper. Explain to them that students have disposable income that can be spen

tween ad rep and client can be extremely beneficial and rewarding. The client will profit by advertising in a dynamic publication that informs the readership of her unique products and services. The ad rep will gain valuable experience and in many cases a solid paycheck.

Learn about your client's business.

Research your client's business

• Develop a working knowledge of the goods and services that your client offers.
• Identify and understand your client's target market.
• Research the client's industry to understand the challenges they face.
• Develop the link between your client's products or services and the benefit that it will bring to your readership.
• Know when it is the peak season for their business.
• Share the information that you have learned with your client to assure them that you are interested in their success.

Discover who your client is

What is their temperament?

Do they have a conservative approach or are they willing to try new things?

What is the best time of day or week to work with them?

What are their expectations of the advertising experience?

What is their impression of your student newspaper?

Learn about the client's advertising history

Has the advertiser enjoyed and benefited from their relationship with your paper?

Which other publications or media has the client advertised with?

Which types of advertising approaches have worked for the client in the past?

When is it most advantageous for the client to advertise?

Help the client to know your paper

Demographics

Help your client realize the many benefits of advertising in your paper. Explain to them that students have disposable income that can be spe

and understand your client's target market.

Research the client's industry to understand the challenges they face.

Develop the link between your client's products or services and the benefit that it will bring to your readership.

Know when it is the peak season for their business.

Share the information that you have learned with your client to assure them that you are interested in their success.

Discover who your client is

What is their temperament?

Do they have a conservative approach or are they willing to try new things?

What is the best time of day or week to work with them?

What are their expectations of the advertising experience?

What is their impression of your student newspaper?

Learn about the client's advertising history

Has the advertiser enjoyed and benefited from their relationship with your paper?

Which other publications or media has the client advertised with?

Which types of advertising approaches have worked for the client in the past?

When is it most advantageous for the client to advertise?

Help the client to know your paper

Demographics

Help your client realize the many benefits of advertising in your paper. Explain to them that students have disposable income that can be spe

ur client is

What is their temperament?

Do they have a conservative approach or are they willing to try new things?

What is the best time of day or week to work with them?

What are their expectations of the advertising experience?

What is their impression of your student newspaper?

Learn about the client's advertising history

Has the advertiser enjoyed and benefited from their relationship with your paper?

Which other publications or media has the client advertised with?

Which types of advertising approaches have worked for the client in the past?

When is it most advantageous for the client to advertise?

Help the client to know your paper

Demographics

Help your client realize the many benefits of advertising in your paper. Explain to them that students have disposable income that can be spe

your paper?

Which other publications or media has the client advertised with?

Which types of advertising approaches have worked for the client in the past?

When is it most advantageous for the client to advertise?

Help the client to know your paper

Demographics

Help your client realize the many benefits of advertising in your paper. Explain to them that students have disposable income that can be spent with their business (college students account for more than $175 billion in consumer spending, according to a study by Harris Interactive, www.harrisinteractive.com). The paper's readership also includes staff, faculty and administration — a lucrative, but often overlooked demographic. Additionally, the staff, faculty and administration are typically the static element of the university market, relative to the student population.

Bargain Advertising

There is no better cost-effective method of advertising than with a college newspaper. Advertising in college media is a fraction of the cost of advertising in mainstream media, regardless of market or the medium. In many cases, a college publication has the the market cornered as far as publishing to the university community. Your client benefits from a very captive audience.

Deadlines and policies

Equally important to the development of the ad rep/client relationship is the client's knowledge of your newspaper's operating policies and procedures, especially the advertising deadlines. Provide your paper's advertising policies and rate card information and offer to clarify any questions on your next visit.

Establishing and maintaining strong and mutually beneficial client/ad rep relationships will increase sales for your student newspaper. Advertising is an investment in both your newspaper and the profitability of your client's business. Productive communication is vital in any good relationship, so invite your client to become an active partner in the advertising process.