Typography, Headlines and Infographics

Dealing with Advertisers By now you should feel confi-
dent that you know your readers’ wants, needs and legal limitations. The
next step is to take the time to know as much as possible about potential
advertisers. If you can successfully anticipate their needs, you’ll be better
equipped to address those needs when you make your first contact with
the businesses. For initial contacts, a phone call or form letter works best.
After all, the purpose of the initial contact is not to sell an ad. It is to intro-
duce yourself and your product (the publication), and to set up a time to
meet with a representative in person.
Initial contact is vital in ad sales, but what you do after that determines
whether you will succeed or fail. Follow-through is very important. Make
sure that your second contact takes place in person and at the time you
promised it would. Armed with an appointment, your sales kit and a
friendly smile, you’ll make it difficult for a business to dismiss you. It’s
always more difficult to say no to a face than to a voice on the phone.
During the meeting, offer to create a mock-up ad or spec ad for
the business. This example of your advertising work uses information
and artwork that is geared to the specific business. It is a “practice” ad
intended to convince the business to run an actual ad in your publica-
tion. A well-done spec ad is an impressive sales tool.
When a business decides to run an ad in your publication, arrange
a meeting with a company representative. During the meeting, you
should complete a contract and have it signed. At this time you also can
gather specific information, artwork and a logo. Let business representa-
tives know your publication’s deadlines, restrictions and charges before
they sign the contract.
If the business prefers to have your staff design the ad, set the date at
which you will show the ad for final approval. Be sure to get a signature that
grants permission for the ad to run as designed. This permission signature
may become useful if problems or questions arise after publication.
Finally, be prompt and accurate in billing your advertisers. Most
advertisers prefer a tearsheet, or copy of the page on which the ad
appeared. The tearsheet lets the business see the ad and proves that it
ran as scheduled. Include the tearsheet with the billing statement. Keep
accurate billing and payment records throughout the year. Rebill busi-
nesses with overdue payments on a monthly basis. Your goal is to collect
all payments by the last day of the school year.

ADVERTISING^395

mock-up ad; spec ad

a dummy advertisement that

uses information and artwork

geared to a specific business

made for the purpose of con-

vincing the business to run an

actual ad in a publication

tearsheet

a copy of the page on which

an advertisement appeared

Your Beat

1. Construct a survey that could be used to evaluate
   the spending habits of students in your school.


2. Contact three other schools in your area. Interview
   their publication editors about how they sell ads and
   manager their staffs.
   3. Put together a sales kit for your school’s publication.