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A good part of your job will involve approaching advertisers running in other advertising media, since that's where the money is. While you certainly don't want to say anything too negative about your competitors since it'll probably just hurt the sale, your discussions with a prospective advertiser may include an explanation of why your paper is better than the other. At the very least, you should be able to give a logical explanation of why your publication should supplement their existing advertising in other advertising vehicles.

Let's talk briefly about each kind of print publications that are out there. You may be working for one and competing with the others, or perhaps you belong to a group of newspapers that include some or all of the various forms of print publications we'll be discussing. In either case, you'll need to know some basic information about each type.

Also, keep in mind that although we won't be discussing competitive media in all its forms, you may be competing with the Internet, radio, broadcast and cable television. Ask your manager about the other forms of media in your area and for advice on competing with them.

The time may soon arise where an account tells you "Thanks for stopping by but I'm already running with the other publication." Your response should never be "May I ask why?" No matter how delicately you ask, the account will hear the question as "Are you an idiot?" Instead look the account straight in the eye and with as much sincerity as you can say, "Good, I hope it's working for you." And then move on.

In general, badmouthing other publications in front of your clients simply doesn't work. Especially if the advertiser is running in the competitive product, saying negative things about it is only going to put the account on the defensive, and make you look less secure about yourself and the strengths of your own publication.

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