The Advertising Policy One final and extremely impor-
tant activity must be completed before the members of the ad staff go
on their way. Your publication needs a written advertising policy. Check
with your school district to see if it has an existing policy for student pub-
lications. If so, read it over as a staff to be sure that everyone understands
it. You might also consider adding to the policy if it seems incomplete.
An advertising policy is designed to guide your advertising staff’s
decisions. Certain businesses offer products whose use is illegal for the
majority of your student population—alcohol and tobacco, for example.
Clearly, the staff should not sell ads at these businesses. Will you, how-
ever, allow ads to run that include photographs of people smoking? Your
advertising policy should cover such issues.
You must consider community standards as well. What is the prevail-
ing attitude of your community on such issues as teenage pregnancy,
gangs, drug and alcohol abuse and contraception? Several businesses
promote messages and materials aimed at teenagers on these subjects. A
carefully written advertising policy will guide you in deciding if ads from
these businesses have a place in your publication.(^394) PRODUCING THE NEWS
If you are going to sell advertising
for either your school newspaper
or yearbook, carefully consider
your appearance before contacting
potential advertisers. You should
dress appropriately for the customer
on whom you are calling.