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

At some newspapers, the marketing/research department is a big department, but at others it's a one-man show or even a job responsibility of your ad director or general manager.

The marketing/research department works with the circulation and advertising departments to help them market their products better. At most publications, this is the department that was in charge of the market and readership surveys (more on these later). The information from these surveys will be very useful when making a case to a customers that your publication reaches enough of the right people in the right places.

This department (or person) will be invaluable when a potential advertiser tells you they're looking to reach a very specific demographic, such as women over the age of 40 who own their own home.

Chances are, this marketing person can look at a readership survey and tell you exactly how many readers fit that profile, even if it doesn't appear in your more general promotional pieces.

Your newspaper may also have some other valuable research tools that go beyond standard demographic information. I'd suggest finding and introducing yourself to whoever conducted or oversaw the surveys and see for yourself what resources you have available.

Next: The Credit/Billing Department