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Retail advertising is often the largest of the advertising departments, perhaps second only to the classified department.

Retail ad salespeople deal with the area's retailers and pretty much any other local small- and mid-sized business. These salespeople usually work outside, only returning to the office for meetings and processing the ads they've sold.

Of course, if the business is a car dealership, a realtor, or running a help wanted ad, they're probably handled by the classified ad department.

And if they're spending huge amounts of money with your newspaper--such as grocery stores, department stores, or banks often do--a more experienced advertising representative or a whole separate department might be put in charge of these major accounts.

Your publication might also have one or more advertising representatives selling to national advertisers. These are advertisers who typically don't run any local addresses in their ads, perhaps only a toll-free number or Web address.

At some publications, there's a retail telemarketing department where advertisers who should run in ROP are sold over the phone.

As mentioned before, there may be separate departments that sell free standing inserts and ads on your Web site, but you may want to check with your manager, since many newspapers allow all their salespeople to sell these products.

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