By Anthony Kalogeridis
One of the most important things an ad sales person should know well is the audience of the publication he or she represents. More often, sales people get bogged down with the selling process and they forget to take the time to learn about the publication’s demographics and the reading patterns and preferences of its audience.
When you sit in front of a potential advertiser, you need to know in advance whether there is a match between their targeted market and the audience of the publication/media you represent. And you need to be able to explain specifically why it is a good match.
Whether you are working on a new account or one that you have been representing for a while, take the time to understand and memorize the results of your publication’s latest readership study. And if your publication hasn’t done any reader research in the last 12 months, your job is to convince them to do so.
Anthony Kalogeridis is director of sales for ARION Media Services.