National Newspaper Association

Protecting, Promoting and Enhancing Community Newspapers Since 1885

Changing the rules of the employment game

Jan 1, 2020

STAFFING

Have you ever wondered how employment advertising became an “inside sales” job? Easy — it was almost 100% copy in the “old days.”

Without internet or fax machines, highly trained “typists” took dictation over the phone and typed out the ad on “scanning” paper on their IBM Selectric typewriters. (Younger readers might want to pull up a Google image.) It was fast and easy.

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Resonate with readers in unique ways

Does your newspaper resonate in your community?

Do your subscribers ask you to pull their paper for an office pick-up so they don’t have to wait a day for the mail?

Is it obvious — in both advertising and news stories — that your paper is engaged in the community?

More importantly, is your newspaper fun?

Sales Advice: Search and selection — recruiting and interviewing quality advertising salespeople

Developing a great sales force is one of the greatest challenges facing newspaper publishers today. The key to finding the right people is to hire people who have the knowledge and skills to do the work that needs to be done. This simple statement can cut down endless hours of training by management when they discover the fact that the new salesperson isn’t the advertising consultant the publication needs.

Signature ads help generate new revenue

Newspapers all have theme pages. You know the ones.

We run a pizza page during National Pizza Week in October, a Salute to our Servicepeople right before Memorial Day and Trick or Treat signature ads right before Halloween.

But how do you make this easy for your staff? How do you make it so you make one massive push and garner the best response?