Your Publication Introduction Editorial Production Circulation Research Credit/Billing Advertising   - Classified   - Retail The fastest way to increase sales! Participate in this award-winning, newspaper-specific ad sales course on-site or in a Webinar.  • Get past upfront stalls and objections without any pushing  • Make the account believe he really needs you  • Get better information from your prosepct  • Develop quick ad strategies that work the very first time  • Eliminate size, frequency, content, cost and most other objections before they ever arise  • Get dramatic responses for all kinds of advertisers  • Never have to push an advertiser to run again click here

The advertising department is where you work and, depending on the size of your publication, may be comprised of many smaller departments. While most members of this department are salespeople, creative services may also be here.

In fact, some publications subscribe to the "team" approach, where each artist in creative services is assigned to and is actually seated next to one or more advertising salespeople in an effort to better service their customers.

The salespeople themselves are often grouped depending on where the ads they sell will appear in the newspaper.

The classified department handles all ads that run in the Classified section. The remaining ad reps sell into the non-classified section of the newspaper, often called "Run of Press" (or ROP for short), and will probably be part of the retail, major accounts, national, or retail telemarketing (inside sales) departments.

In addition, occasionally there are salespeople who may be dedicated to selling those advertisers who want to insert into your newspapers a separate one- or multiple-page promotional piece, often called a Preprint Insert or Free Standing Insert (or FSI). Other salespeople may only sell ads on your Web site.

The classified department handles a number of different types of ads. The line classifieds, which usually appear somewhere near the back of the newspaper, usually take the form of narrow columns comprised mainly of text categorized under various headings such as "Help Wanted", "Cars For Sale", "Homes For Sale," etc.

Some of these ads are sold by people known as inbound telemarketers (or inbound inside salespeople), who wait for people to call them, such as an individual who wants to sell his car.

Other line ads are sold by outbound telemarketers (or outbound inside salespeople), who call businesses and ask them if they'd like to run, such as a realtor who has been running in a competing publication.

Also part of the classified department are the classified display salespeople. They sell the larger display ads, that is, the ads with boxes around them that could run multiple-column widths in the classified section. These ads would include the larger automotive, real estate, and help wanted (recruitment) ads.

There may also be outbound telemarketers who sell display ads under special headings such as "Professional Directory" or "Vacation Getaways."

As a whole, the classified advertising department brings in huge revenues to the newspaper, and generally charges a slightly higher rate for their ad space compared to ad rates for the rest of the publication. Perhaps it's because the classified section is one of the best read parts of the newspaper.

Next: The Advertising Department (more)